This will be my first year attending DePaul’s Beyond the Skyline PRSSA District Conference, and like many other first-time attendees, I’m excitedly awaiting the opportunity to learn more about the Public Relations industry through site visits, panelists, and informational presentations in the heart of Chicago. However, while all these resources are beneficial, they cannot stand on their own as aids in making our experience truly meaningful. It is crucial that we utilize the conference space to exercise a trick of the trade that I myself find quite daunting: The art of networking.
Networking is one of those skills that may come easy for some, but for most, it’s an awkward, uncomfortable, and downright painful experience. Regardless of your attitude toward networking, we can agree it’s an essential and unavoidable component in the world of PR. Beyond the Skyline strongly encourages networking with industry professionals and recruiters throughout the entirety of the conference, and even provides time slots on both days to mingle. But when it comes down to the actual act of networking, how do we do it effectively?
I had a conversation with Christina Milich, 2023’ DePaul PRAD Graduate, former PRSSA eBoard member, and current Account Executive at Praytell Agency. After having attended several conferences, Christina had plenty of advice on the topic of networking as a student in the world of PR. As this will be my first year attending the conference, I fall in the same boat as most students who are anxiously anticipating the hurdle of striking conversation with strangers. My conversation with Christina assured me that I wasn’t alone in my fears, and that with a few tips and tricks, I could navigate the conference’s networking space with confidence and ease. “People get so nervous about the idea of networking and small talk that they forget that everyone is human and you ultimately know how to talk to other people. It’s as simple as that.” Networking has an overarching connotation of seriousness and perfection, with the fear that a sweaty palm or shaky voice will ruin the interaction. But at the end of the day, it is simply a conversation between two people, regardless of one’s professional experience over the other. Taking the pressure off the task at hand and simply reframing ‘networking’ as ‘conversation’ is the first step to easing anxiety in these kinds of environments.
Christina highlighted the vital importance of networking at this conference and similar events, emphasizing that step one is to just put yourself out there. “Go up and talk to the presenters. Introduce yourself. You’d be surprised by how few people do it. You will stand out.” While networking as a student can seem daunting, Christina revealed the secret upper hand you actually hold as a novice. “You don’t need to have the smartest questions. When you’re a student, you have this blank slate to screw up because no one expects you to be perfect. They’re gonna hold your hand and help you out a little.”
One of the hardest parts of networking is simply sparking conversation. Christina gave me some great starting remarks that diffuse the awkwardness of the initial first few minutes. “Just introduce yourself to start, and then get them talking about themselves. Ask them what it is they do, where they work, what their favorite project is.” People love to talk about themselves, and as students, we don’t have much to offer in these networking situations other than a set of ears. Not only will this opener allow conversation to flow, but you will learn more about the person and their job, what they do, and how they align with your career goals.
“You aren’t getting anything out of it if you don’t talk to anyone new and just stay with the people you know.” At the end of our conversation, I asked Christina to tell me what the biggest mistake someone can make while networking is. She told me, simply, that it is the act of staying silent. “You’re wasting your time and money by not networking at a networking event. It’s the reason you’re there. You can make any mistake while networking, and it’ll still be far better than not networking at all.”
The act of networking does not stop at the event itself. “What makes it authentic networking is continuing to build the relationship after the initial conversation. Connecting with them on LinkedIn, engaging with their posts, maybe messaging them. What separates networking from small talk is the follow-up that comes after the small talk.” This last bit of advice is crucial for students seeking to foster connections at the conference. Make sure you are not only shaking hands and striking conversation, but collecting names and remembering them the next day, and even sending a thank you note on LinkedIn. This will inevitably allow you to stand out amidst the many students who have not taken the extra step, as the simplest gesture of a thank you will act as a catalyst in the formation of your professional relationship.
Beyond the Skyline will be an exciting, fast-paced two days of learning, experiencing, and most importantly, networking. After talking with Christina, my anxiety surrounding the latter portion of the event has subsided. I learned that ultimately, students are urged to make conversation and strengthen their connections through trial and error. The discomfort of networking will always be there regardless, but I’ll leave you with this final parting word of advice from Christina: “Dealing with those moments of awkwardness – long pauses, standing on your own, etc. – is what’s going to make you a better networker in the long term. You have to learn by doing.”