Make Networking Work For You

People Knowing People

Publicity is basically the networking of people. Whether they are reporters, publishers, editors or broadcasters, you need to communicate with people.

When your network grows among the media, the more people you meet, the better opportunities you have in getting the story published.

If you are a professional publicity agency, or a pr client, then you need to make your network becomes a priority when establishing  your contacts. If you are in a vertical market, then your task is much easier. If you are in a more general consumer market, then you need to be more selective on the media that you network with. Why? Because you can’t expect to have a very large network and stay in contact without giving them nonsense stories. These people are just that, people. Just like you, they too do not like being sent stories or releases that try to sell a product or a company. Make the content be informative, something that their readers will enjoy.

Another tip, you don’t want to oversell your company, or your pr clients. Too much selling, or pitching, is like the salesman who doesn’t know when to stop selling. Your network of media can become a friendly one. Not meaning a social thing. Why? Because getting too close to the media as a social group puts you in a different perspective. Then they, the media, feel you are only getting their attention to get stories published. Keep your relationship professional.

I saw a journalist who has an article about this subject and offers some other interesting insights that expand on my thoughts. Basically, be honest, keep in contact with your network through eNewsletters, and follow-up as needed.

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