Good and Bad PR

The Hand Shake: A Thing Of The Past?

by Jill

As a technology-based society, we are becoming increasingly dependent on e-mail and instant messages to communicate with our friends, clients, co-workers, and even our customers. A direct result of this dependence: a quickly fading occurrence of day-to-day personal contact and relationship-building. In attempt to connect in the name business and/or friendship, Web sites such as MySpace, Facebook and LinkedIn are only making the situation worse. Is the traditional handshake a thing of the past? Are we destined for a life of voicemails and text messages? I hope not. In my opinion, face-to-face networking still remains a critical tool for creating and sustaining successful relationships.

What is networking?

The term networking varies with meaning based on the audience. For instance, Bob Burg, owner of Burg Communications, a consulting firm that teaches companies and individuals how to apply and perfect business networking and positive persuasive skills to promote personal and professional success says, “Networking isn’t just what you know, and it isn’t just who you know. It’s actually who you know, who knows you, and what you do for a living.”

The Network for Women Entrepreneurs defines networking as a formal, or informal, meeting of two or more people with the intent of mutual information gathering and exchange.

Why is networking important?

Networking is an important tool regardless of your profession. It is particularly important to PR professionals, given that the root of our industry is based in communication and the ability to build relationships. So where do we network? Try networking groups. Through networking groups, you can solicit leads, contacts, referrals, jobs, etc., which can be used to expand or build a business. For the young PR professional, networking is the perfect way to learn about a new industry or inquire about a job in a relaxed atmosphere. This type of environment tends to eliminate one from worrying about ‘silly questions.’

Ultimately, networking is good business sense and still the best source for building relationships. While the temptation to communicate via the Web or on the phone is in front of us on a daily basis, be sure to include some face time in the interest of building relationships. Get out there and shake some hands!

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