Before the early 2000s, many seasoned Public Relations (PR) or strategic communication professionals were taught that to be successful in the field, networking is needed to build up the Rolodex – a physical rotating file device for storing and organizing business information. However, as technology advanced and the world became increasingly digital, the physical Rolodex has been largely replaced by social platforms like LinkedIn, which have skyrocketed in popularity over the last decade. 

Where professionals once had to flip through business cards with basic contact information, most now scroll through their  “connections” list, complete with detailed biographies about each person. It’s easier than ever to connect with professionals across the country and build an extensive network. However, establishing professional relationships is more than just collecting business cards or LinkedIn connections – it’s about engaging in an ongoing partnership of mutual support. 

Creating a sustainable, meaningful network can be difficult as a young professional. This leads to questions such as: What kind of professionals should I reach out to? How do I maintain my connections once I make them? How do I establish myself as an important part of my community? To find the answers to these questions, I sat down with the SalterMitchell PR team, masters of cultivating professional relationships and building trust.

Here’s what they had to say:
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START NOW

Too often, young professionals wait until they’ve graduated to begin networking. “College is a microcosm,” said Kaitlyn Kelley, project coordinator. Universities reflect the different beliefs, experiences, and backgrounds of the wider community. This is a great environment to start networking and building meaningful connections. 

I’ve found that people I met through clubs, student organizations and sports teams have been some of the most supportive and resourceful people in my ever-growing network. The peer-to-peer relationships you create in college can be long-lasting and mutually beneficial as you progress in your respective fields. “There's plenty of people that I didn't think I'd see ever again after freshman year and then they've popped up in my career,” said Public and Media Relations Manager Lexie Savedge.

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LEAD WITH AUTHENTICITY

When you show up with your authentic self, others see the real you and develop comfort and trust. A genuine conversation with another person – whether that’s a peer, coworker, client or mentor – can open the doors to a reciprocal relationship that’s not just based on work. “It's kind of just being a human being,” said Lexie. “Once you just start having the conversations, community doors just open where you meet more individuals.”

“It's kind of just being a human being. Once you just start having the conversations, community doors just open where you meet more individuals.” - Lexie Savedge, Public + Media Relations Manager

“We are interested advisors and counselors to our clients. That's valuable because it helps us get to know them, and they get to know us,” noted Heidi Otway, president and partner. “We don't just talk about the issue at hand. ‘How's that new grandbaby?’ ‘How was the last trip you went on?’ ‘Hey, let's go have lunch.’ ‘Let's go have coffee.’ It becomes more relational and that's how you get that trust.”

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BUILD REPUTATION THROUGH RELATIONSHIPS

“It’s crazy how many people across the state of Florida know each other,” said Lexie. Our statewide professional community is far more interconnected than you would ever expect. “Life is who you know, what you know, and how you act,” said Ladayna, finance and administration manager. “And how you act follows you everywhere.” Building a reputation of dependability, trustworthiness, and understanding is key to elevating your future relationships. These qualities are as important to your personal friendships as they are for your professional relationships.

“Life is who you know, what you know, and how you act. And how you act follows you everywhere.” - Ladayna Penrose, Finance + Administration Manager

“One of the things I learned early on… was that my network is my net worth,” said Heidi. “You’ve got to serve on boards. You’ve got to travel around the state. You’ve got to engage with the clients, their constituents, and their stakeholders, because those are the folks who you build relationships with. You can pick up the phone and say hey, I need your insights or I need your support.”

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ENGAGE WITH YOUR LOCAL COMMUNITY

“Something I didn't realize about Public Relations was how connected you personally are to the community in your role, and how important it can be for you to have those foundational relationships,” Lexie reflected. Engaging meaningfully in your local community is a win-win: it improves the place where you live, and it contributes to your personal and professional wellbeing. Volunteering, attending local events, spending time at community centers, joining organizations, and getting to know the people who live near you can establish a strong support system to build you up. As you invest time into your community’s longevity, success and well-being, your community invests time into you! 

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Building a sustainable professional network is an ongoing process that requires dedication, authenticity and a willingness to give as much as you receive. By focusing on quality connections, maintaining regular contact, and being a genuine and supportive member of your network, you can create a professional community that will support your growth and success for years to come.