How Intentional Networking Can Cultivate Lasting Friendships

Posted on May. 2, 2024  /  Professional Development  /  Subscribe 0

How Intentional Networking Can Cultivate Lasting Friendships

Written by: Elizabeth Whittingon, MBA, APR and President-Elect, PRSA Memphis

The power of genuine connections is what I love about public relations and communications.

 This past month, I had the pleasure of meeting fellow PR professionals and students at the IMC Connect! Conference at University of Mississippi. As I shared with them, the rapid advancements in technology, particularly AI, makes the value of human interactions and authentic relationships increasingly crucial.

 Recently over coffee, a student asked me what skills they should learn to make them more hireable once they graduate in May. I told them they were doing exactly what they needed to-–meeting with people and making connections. That will be more impactful in their job search than another certification or class. 

Understanding that we’re not all extroverts and many of us develop hives at the hint of a “networking event,” I’m hoping that reframing how we build and strengthen relationships can help us help each other, especially when many of us are job searching, hiring, and finding partners in our industry. 

1. Engage with genuine interest: The most meaningful connections come from genuine interactions. Going beyond small talk, sharing personal stories and finding common ground has always opened doors to deeper professional relationships for me.

 2. Offer and seek value: Recognizing the mutual benefit in every connection. Often in networking, there is a power imbalance–someone is asking someone else for something. When the conversation is transactional, it’s uncomfortable and inauthentic. Often, I consider what I have to offer during networking, which makes it easier for me to be authentic. Whether I’m offering knowledge about a potential job,, sharing a resource, or simply listening, every exchange holds the potential for connection.

3. Prioritize authenticity: Because artificial intelligence is evolving and being adopted so rapidly, trust with digital communications has decreased dramatically. When photographs, videos, online conversations and even phone calls can be digitally altered or created, the public’s trust in these communications methods will wane. This is why in-person and personal connections has never been more important. Genuine, face-to-face conversations provide a depth and authenticity technology cannot replicate. While digital tools are invaluable for maintaining connections, they should complement, not replace, personal interactions.

 4. Consistent engagement and adaptability: The landscape of public relations is ever-changing, and so too are the ways we connect. Regularly reaching out, staying engaged with your network, being involved in professional organization, like PRSA Memphis, and being open to others’ overtures will help you build those important connections.

From the insightful discussions at the IMC Connect! Conference to engaging conversations during PRSA Memphis luncheons with colleagues, I’ve learned recently that the need to build relationships is more important than ever.

Connections, made by shared stories, mutual value and authenticity, is not merely about growing a network. It's about nurturing a community where we help each other overcome challenges, support one another, and applaud each others’ success. Because it is through our relationships we find the greatest opportunities, not just for professional growth, but for making a genuine impact in our community and industry.

Elizabeth Whittington, MBA, APR, serves as the senior director of executive communications for St. Jude Children's Research Hospital

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