Dear Mentors:
“I’m being advised to ‘network,’ but how do I build my professional network in a meaningful way?”
Editor’s note:
To state the obvious, WCA events are wonderful opportunities to network with communications colleagues in a non-threatening, supportive environment. WCA members are gracious and curious and helpful. You can practice your networking skills by attending a happy hour or coffee, or reach out to any member to request a Zoom coffee.
In fact, many WCA programs are focused on networking skills. You can read the summary from a 2020 WCA@Lunch event where Patti DeNucci talked about thoughtful networking.
More recently, members Sabrina Blackwell and Brystal McKee hosted a Freelance Austin breakfast on networking in the digital age. Alongside the tips for networking in person, here were a few takeaways about networking in the virtual realm:
- Use Instagram to showcase your creative portfolio and attract collaborations.
- Slack communities are great places to ask questions of professional peers, share insights, and stay visible in your field.
- Friends and family can be some of your biggest supporters (and referral sources), but only if they know what you’re working on. Use Facebook or Instagram to share behind-the-scenes updates or recent wins in a natural, non-promotional way (hello Mom and Dad and college friends!)
Read on for more advice from our Peer Mentors. – Paige Booth
——————-
Dear Mentee,
Building a professional network should focus on creating authentic relationships around sharing valuable knowledge, not just exchanging business cards. Approach networking with a sense of curiosity — ask questions to learn more about the other person’s experiences, passions and goals. This will help you find natural connections where you can offer support or insight, which can strengthen the relationship.
Networking is a long-term investment in your professional development. Attend events hosted by a variety of organizations and see which ones leave you feeling inspired, motivated and welcomed. Those are places to spend your time and energy.
Dear Mentee,
Networking in general, and especially in bustling Austin, Texas, can be overwhelming. I recommend starting with two questions: “Where do my clients and partners hang out?” and “What community connections would I most enjoy?”
Think about your target audience or best clients. Are there industry-specific organizations and associations you can visit where they are present? If your prospects are business-to-business you might pick events that matter to that type of professional, or area organizations that have similar clients. If you target small consumer and trades businesses, maybe a small networking group is the ideal place. Sometimes you have to do some light research and test out some things before you make a decision on what is worth your time.
The second question might seem more personal, but community and joyful activities can definitely be a factor in your networking strategy. After all, if you dislike everything you participate in, it is likely to show. You may find that volunteering in a local group where you meet some like-minded people leads to trust-building and connecting with other professionals.
When thinking about networking for sales purposes, realize that at most events everyone is there for a similar reason. Depending on your type of business, it’s best not to expect that attending one networking function will result in immediate closed business. It’s about cultivating and “farming” relationships rather than selling. But if you can have even just one meaningful, productive connection with someone, it might result in business growth. I once attended a local chamber event and chatted nearly the entire time with one friendly employee at a social media agency. That connection turned into an introduction to his boss, which eventually turned into one of the largest referral partners we had for several years.
Good luck!
Mentee,
Here are my top golden networking nuggets:
A pearl of wisdom from Julie Tereshchuk—Connecting online is extremely efficient. A Zoom coffee can help you quickly recognize whether you have the chemistry to continue building a relationship with a new contact.
A pearl from Steve Harper—Connect with people on topics outside of work. We’re multifaceted beings, and those connections can go deeper than a transactional exchange about how you can help each other in work/career/business.
I also recommend you read Patti DeNucci’s book, “The Intentional Networker,” for a goldmine of tips for all personality types on the introvert-extrovert spectrum!
Hope this is helpful,
Dear Mentee,
When attending a networking event, like a luncheon, happy hour, or conference, it helps to prepare yourself in advance.
- Rehearse your 30-second “What I Can Do For You” introductions speech. Speak slowly to indicate confidence.
- Set a goal for what you want to achieve during the event.
For example, my goal at this kind of event is to meet and get the contact information from three potential work colleagues or new professional friends. Once I sense a connection/opportunity, I collect the person’s contact information for later. As soon as I realize the person I’ve just met is not a potential colleague or friend, I politely excuse myself and move on.
Now, follow up! Remember one point you spoke about together and send them a personalized coffee invitation: “I enjoyed talking to you about _______. Would you like to schedule an in-person or virtual coffee?”
XOXO,
Dear Mentee,
To answer this question, I will share some wisdom that has helped me through the years. I cannot remember where I first heard this — probably from a wise WCA mentor!
To start building your professional network, take a few minutes to sit down and make a list of everyone you know. Anyone you can think of, from any area of your life — professional, personal, volunteer, clubs, wherever.
You will be surprised (hopefully happily!) at how many connections you have. We sometimes just have to be intentional about remembering and noting who they are.
Take a few more minutes to categorize those names so you can see where you have overlapping professional (or potentially personal) interests and experiences.
When you’re ready to spend a little more time, reach out and start making coffee dates or other visits with people who share your professional interests to find out what’s new with them (professionally and otherwise) and to hear about new people they may have met recently in your professional (or adjacent) arena. And be ready to share the same with them.
Don’t forget to follow up with a thank you message or note!
Dear Mentee,
Networking is relationship-building that often involves learning about the deliverables and core values of each other and your companies. So, in preparing for this process, you need to think about who you are, what you represent and how you work. You also need to consider what you are seeking in your networking endeavors.
Be ready for every opportunity. Professional networking can take many forms. If you are trying to build a business, your focus is probably on forming relationships that may lead to work for you and/or your company. But do not ignore that this new contact may be a prime addition to your roster of referrals to related services. Or, this may be someone who can provide you with specific knowledge and understanding to enhance the services and recommendations that you provide.
Most importantly — say thank you. Not only in the moment, but if some form of advice, information or referral was helpful, brought you work or earned a client kudo, let your networking resource know how much you appreciated their assistance.
As you network, always be ready and willing to share your own knowledge and resources…and to pay it forward in whatever fashion you can.
Got your own career conundrum you’d like advice on?
Then sign up for the WCA peer mentoring program. It’s free to members!
Not ready to sign up yet? Submit your question to Ask a Peer Mentor. It’s all about peers who care about helping their fellow WCA members.
Compiled and edited by Paige Booth
- How can I approach networking in an authentic way? - June 30, 2025
- What’s the best way to ask for a raise or promotion? - March 23, 2025
- Director, Media Relations - August 16, 2024