How can I establish relationships without seeming fawning and self-serving? How can I leverage my network with confidence and initiative, but not with desperation? How do I network without brownnosing?

Smart questions. The instinct to avoid brownnosing shows a certain self-awareness that’s important when networking. That said, networking is essential so we must move past our sensitivity and learn to do it well. As Jim Masuga, vice president, Heyman Associates notes: “For PR people, networking has to be second nature, because it has such tremendous business and personal value. Communications and networking are nearly synonymous.”

Networking needs to be done constantly. Whether in person, online, by phone or by mail, it needs to be done systematically and with a purpose. By following the tips below, you can maximize the benefits of all networking opportunities.
o Be goal-oriented.
o Be systematic.
o Never stop.
o Find a mentor.
o Say thank you.

When I entered the PR profession more than five years ago, I did not intend to average one job per year. This pattern started at my first job, when budget cuts halved my salary within my first year, and continued at my next job, where a layoff left me looking for employment after only a few short months. Clearly, I was not dealt the best hand out of college.

However, I am proud that I did not miss a single day of employment between jobs. That is a direct result of persistently building my contacts — even if I have a job that I love dearly and would never imagine leaving. I want to emphasize that networking does not mean meeting people to get a job, and networking is not asking someone to be your mentor because he or she works where you want to work. Networking is about building and maintaining relationships for mutual benefit, which is the most basic definition of public relations.