Potomac Tech Wire

Face-to-Face PR: Networking Works if You Choose Wisely

By Robert Deigh, RDC Communication/PR, LLC

If your 2011 resolutions include better diet and more exercise, keep reading -- because this article will not mention those two words again. You can get that advice somewhere else. You're welcome.

However, since this is a business newsletter, addressing PR specifically, we offer a resolution to increase your organization's visibility. Throughout the year, we talk a lot here about company messages, press, social media, presentations, and writing effectively. This month's newsletter addresses an activity of equal importance -- networking.

Face-to-face networking is one of the most important elements of your organization's PR strategy and your executive growth.  It's a great source of fresh ideas, contacts and a productive break from your daily routine. But where do you find time to attend events?  You don't. You make the time. Here's how:

• Know the terrain. Whom do you want to meet? Find out which events your peers, prospects and competitors attend and put those dates on your calendar.  Subscribe to e-newsletters of organizations whose events interest.
• Get everyone on your team into the habit of business networking. What organizations do your staff members already belong to?  How much time per month can you devote to events? Divide up the team and get active in 3-4 of the best organizations.
• If you go to an event with other members of your team, split up. Get out of your comfort zone. Networking is work.   
• Have a compelling message. Your "elevator speech" should reflect benefits, not features, of hiring your organization.  It should answer the question: "What can you do for me?"
• Make sure your business card says exactly what you and your organization do. People forget quickly. A business card with only a logo, company name, title and contact information is useless. Add some version of your elevator speech to the front of the card.
• Follow up with good prospects by phone or email within a couple of days, while their memory of the event is still fresh.  Remember, the next time you see the person in his or her office, it will be your second meeting.  

About RDC Communication/PR, LLC

RDC Communication/PR, LLC is a strategic, full-service communication, public relations and marketing firm, based in the Washington, D.C., region. It helps organizations increase their visibility in the marketplace through media exposure and other means. Contact Robert Deigh at 703-401-6339 or robert@rdccommunication.com; online at www.rdccommunication.com.

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