The Power of Networking in PR

The adage goes that in media it’s not just what you know, but who you know. In PR, networking is a vital part of achieving media coverage.

Our contact books at Adoni Media are one of our greatest strengths – there are hundreds of journalists, editors, producers, cameramen, and presenters we’ve worked with over decades – and then there are the thousands of client contacts we’ve had the privilege of working with, have met in the field, or been referred to or introduced to through our networks.

Networking is about building meaningful professional relationships. These relationships may land you a new client, see your story gain coverage, or lead to your next professional endeavour. Here are our top tips below.

How to network

Attend industry events

Industry events don’t have to be those awkward, stiff gatherings we all dread. Instead, think of them as opportunities to rub shoulders with industry leaders, aspiring professionals, and media professionals. These are the people who speak your language and share your challenges. It’s up to you to make the most of conferences, workshops, and seminars. And don’t be shy to follow up with the people you meet; a simple email or coffee catch-up could spark a valuable professional relationship.

Use social media

You’ve likely spent countless hours convincing clients about social media’s importance, so why not practice what you preach? Social media is one of the most easily accessible and powerful tools for networking. Stay active across LinkedIn, Twitter, Instagram, and Facebook. Share thoughtful insights on PR trends, join industry groups, initiate conversations, follow influential voices, stay current with developments, and showcase your expertise. Small, consistent engagement should become part of your daily routine. It builds your presence over time and before you know it, you will catch the attention of the right people.

Offer industry insight

Networking isn’t just about what you receive; it’s equally about what you contribute. It’s essential that you approach networking by being generous with what you know. Sharing industry insights is the perfect starting point. Create engaging blogs, informative articles, insightful newsletters, podcasts or videos, and encourage your network to engage with your content and projects. This naturally builds your credibility and fosters trust in your professional relationships.

Follow up and follow through

Your networking shouldn’t end when the event is over, or the LinkedIn follow request is accepted. Once you make a connection, it’s important to maintain it, whether it’s thanking them for their time, expressing your interest in staying in touch, congratulating them on an achievement, or simply checking in to say hello. Or, if you are suggesting setting up a meeting, sharing a resource, or introducing them to someone else, don’t just say it, do it. Follow through on your promises to show that you are reliable and value the relationship. Consistency keeps you fresh in people’s minds when opportunities arise.

What this means for your PR success

In this industry, your ability to connect people and ideas doesn’t just make you popular – it makes you effective.

At Adoni Media, our senior PR team has previously worked at some of the highest levels of Australian media, government affairs, and corporate communications. We have built (and continue to build) trusted relationships with countless media professionals and outlets. Every day, we tap into our network of editors, journalists, producers, and presenters across TV, radio, print, and digital media to get results for our clients. This has positioned us as one of Australia’s most trusted and experienced PR agencies and Media Training teams – our clients know that our connections become their advantage.

Ready to expand your own PR network and see what doors it can open? Simply reach out through the ‘Contact Us’ button below.