When I was in school, my professors and other experienced mentors my school hosted, encouraged my peers and me to build and use our networks and to make sure to build a professional rapport with industry associates. To be honest, I don’t think many of us did, whether it was out of fear and anxiety or just laziness.
I certainly didn’t make use of the many networking events hosted by the Communication Department or my university’s chapter of PRSSA – something I regret in hindsight – but I did build a small network through an internship position I held and by being an active notetaking participant when guest speakers volunteered to speak to the future faces of the PR industry.
In my case, my small network aided me in getting my feet wet here at Buchanan PR, as VP Nicole and I met when she spoke to my PR Strategies class during my junior year.
Majoring in communication, this idea of building relationships was nothing new to me, as the act of communicating fundamentally requires some level of familiarity with the individual /group you’re interacting with. In the professional or field application of this in public relations, building “mutually beneficial relationships” is a pillar of how we do our jobs.
Now, networking and building relationships seems like an easy thing to do, right? Especially when you majored in public relations and learned the text-book/technical practice of strategically communicating. But something that I’ve struggled with is how to build a genuine and unforced relationship. Basically, how do you make friends, but professional friends, without being pushy or desperate.
I asked some of the PR Pros around the office their thoughts on building relationships with the media, and this is what they had to say:
“Reporters are people, too. In order to build a rapport, be yourself and talk to them as you would any human. Also, remember they have families and obligations. Some of the best reporter relationships I’ve had revolve around us understanding each other and not wasting the other’s time.” – VP Nicole
“When it comes to media relations, the most important thing to remember is that reporters are people too – they’re not robots. While there is a level of professionalism that is needed, you can kind of mirror their personality. If they keep responses short and professional, don’t send fluffy responses back. However, if there’s any shorthand or casual language used, take that as a chance to open up a little bit. You’ll make yourself more memorable, and potentially start a non-work-related conversation.” – SAE Johnny
In my experience as a PR pro-in-training, building media, as well as industry, relationships requires similar approaches.
I was lucky enough to bond with my former boss over a mutual love of exercise (we both love to spin!). It just so happened that I bumped into her walking her dog and we re-connected, had lunch one day and talked about my resume. She gave me some helpful tips and insight from her perspective in managing me, and as a professional who regularly hires staff. It was a great feeling to realize she likes me outside of work and that she would take time out of her day to give me feedback.
Now, do I call or text my former boss 24/7? No, but we stay connected on social media and even on the occasional trip to Whole Foods! The trick is to maintain balance in the relationship. She’s not my best friend who I call at 11pm for a vent session. But she is a mentor to me who I can turn to for career advice and counsel.