I don't know about you, but networking is not something that comes naturally to me. Being thrust into a room of strangers all trying to sell to each other is not the way I prefer to spend my time, but it is a necessary evil of being a business owner.Have you noticed that networkers fall into different categories? There's the wall flower (me) who stands in the corner nervously smiling wishing they were somewhere else.Then there's the seasoned networker who's been there, done that, got the t-shirt and happy to let everyone know about it. They know everything about your business (even though they have no idea what you do) and have an opinion on everything.Finally, there's the uber-salesman. Before they've even said hello they've thrust their business card into your hand and launched into their well-rehearsed sales pitch whether you want to hear it or not. They don't ask you any questions about what you do because they're not interested - they just want a sale.These different attitudes will all have an effect on how you're perceived by others and it's that perception that ties networking with PR.Image - how you look and act - reflects on your business. If you look a mess or are rude, it will reflect badly (bad PR), but if you're presentable and friendly it will have the opposite effect (good PR).Let's look at that in more detail.Be interestedGoing back to our uber-salesman, incessant talking and showing no interest in the person you're talking to, will go down like a lead balloon.The idea behind networking isn't to see how many business cards you can get rid of, it's about chatting, showing interest and connecting people.A good networker drives the conversation, asks open questions and develops a relationship with someone. There's no selling (that can come later), just building trust and being seen as someone they might like to do business with in the future.
Look at meOne thing that really bugs me is when the person I'm speaking to scans the room looking for someone else to talk to while we're mid conversation.Maintaining eye contact shows the person you're talking to that you're interested in what they have to say. Again, this will build trust and develop a good relationship.Looking goodThere's a difference between looking smart and looking as though you've just stepped off a catwalk. If you want people to take you seriously you must look the part.Again, how you look will have an effect on your PR.It's all about youA big no no is to meet someone and launch into how great you are. I had a meeting a while back with a guy that wanted me to do some copywriting for him. It lasted about an hour and for the first fifty minutes he talked about how great he was, what he'd achieved bla, bla, bla. Needless to say I realised very quickly that this wasn't a guy I could work with.Introduce yourself, but then ask about the other person - what they do, family, hobbies, anything that will get an easy flowing conversation going. Feel free to refer them to people who may be able to help them achieve their goals - show yourself as a useful contact and they will stay in touch.As you can see, networking and PR are very closely related. You are your business, so how you conduct yourself will have a big impact on your reputation.Sally Ormond, Briar Copywriting Ltd
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