Career writer Daniell Morrisey gives a framework for what most of us do already, without even realising we are doing it. With focus, networking is an important addition to our career toolbox.
What is networking?
Several years ago I was invited to a 'Networking Night'. I was told that there were going to be lots of editorial and journalistic people that evening and that I would make loads of useful contacts. When I arrived there were already lots of people all chatting away, apparently having a great time. I found it a bit embarrassing.
After a bit, someone came and spoke to me - or rather at me. He told me all about himself, forced his business card on me and then offered to get me a drink. He'd barely got as far as the bar, bumped into someone else and told them all about himself.
The following day he emailed me his CV asking for any job possibilities. I do not call this "networking", rather more "self-promotion". Beware the difference!
A few weeks later a friend, who works in marketing, invited me to another networking event. I could not face a repeat performance and persuaded my friend to go for a drink instead.
During the evening we bumped into a freelance reporter I knew. She introduced us to her friends - a magazine editor and a cartoonist.
We had a great chat, swapped contact details and stayed in touch (we still are). Much later on I found a new job for the editor, gained some valuable advice from the journalist and my friend commissioned the cartoonist several times. Now that is networking.
The first experience was networking at its worst - it represents the self-promoting ego-pusher out for whatever they can get. The second is about a group of people with related interests and a genuine drive to share information and contacts - a much more lucrative experience for all concerned.
It is a bit like finding a plumber - you might ask neighbours, friends, local shopkeepers - that is networking too.
Networking is all about finding, developing and nurturing potential long-term contacts, sharing contacts and ideas for mutual success.
"It's not what you know, but who you know"
It is often quoted that 70 per cent of jobs are not advertised. Networking will not necessarily lead to a job (so keep practising your interview skills), but it could help you find out about job opportunities.
Networking can also help you with:
•  story ideas
•   contributors and interviewees
•   finding staff and freelances
•   exchanging ideas
•   getting recommendations, eg: of suppliers
Still sounding a bit scary? Then focus on why you are networking and build an action plan. To help you with the following steps, I have created an action plan template that you can download and use.
Have a Goal
Decide why you are networking. What are your goals?
To get you started think about your career aspirations. For example if you are hoping to move from print to online journalism, then your networking goal might be to find out more about web publishing.
Next develop an "elevator pitch". This is a great expression, borrowed from Hollywood, meaning how would you describe yourself to another person in the time that it took to travel with them in an elevator.
For your elevator pitch, think about how you would summarise yourself and combine it with your key networking goal. For example, it could be "I'm a journalist at the Daily Blurb, where I've spent five years covering personal finance for the weekly supplement. I'm now looking to write about my real passion – film, and I'm hoping to meet some film critics and reporters to swap ideas with."
Make your elevator pitch succinct and compelling.
Who do you already know?
Before you go and find new contacts, do a quick audit on who you already know.
On your action list, compile a list of people that might help you with your goal. These could include current and ex-work colleagues, family, friends and neighbours and people you know through clubs and organisations.
Go through your address book, and think about people you have met on committees, projects groups, at conferences and on courses. Recruitment consultants are often a useful source of contacts and information.
Check out the Recruitment and Employment Confederation website where you can search their database for suitable recruitment agencies in your sector and location.
Building your network
You will have a few names that can help you meet your goal. Creativity is born out of diversity; so keeping your list of contacts refreshed and diverse is key. Remember, networking is about long-term relationships and building rapport, so you also want to find opportunities to keep meeting your existing contacts.
Fleet Street hacks of old had a very handy collection of pubs on their doorstep where they would regularly socialise with lawyers from the Old Bailey. When the majority of London's journalists worked in this one area, it was very easy to find new contacts, but where can you go now?
Ultimately everything is a networking opportunity - community groups, sports clubs and voluntary organisations. If you work in a large organisation, then try going to a different office or a department for the opportunity to meet those you have not met before. Conferences and courses are another great way to meet people with similar interests.
Membership clubs like Soho House and The Hospital in London have encouraged a creative and media-oriented membership and are one way to meet people. They can be costly to join though and you usually need to be "endorsed" by another member (for a list of private members' clubs, click here).
There are many clubs that have been set up specifically for networking and knowledge sharing. The beauty of these events is that everyone has a shared goal and they provide an easy environment to network. They usually meet monthly in different venues.
One group called NetProZ describes itself as "a forum with the interests of journalists, editors, content producers and other communicators at heart."
Another group is Beermat, which holds free monthly "business networking events for entrepreneurs and business people." A quick Google will find you plenty more. Some of the groups will charge and some have entrance criteria. Many of them are very informal and you just need to join a mailing list to find out about future meetings.
If you belong to any professional organisations, chambers of trade, writers' guilds or if you are a member of the NUJ or British Association of Journalists, they will all have events where you can meet people with mutual interests.
Social networking online has really taken off with sites like LinkedIn, MySpace and Facebook where you can search for lost contacts and make new ones.
On Facebook there are virtual clubs covering journalism and every profession and subject going. If you are going to use these sites, think carefully about how you want to present yourself - and if you are going to swap personal information, bear in mind all the usual safety precautions.
As you begin to increase your visibility, it will lead to you finding out about other networking opportunities. Some of the ideas above involve membership fees, so try out free events first and ask around to find out what will work best for you and your goals.
Journalism.co.uk holds occasional networking nights, so make sure you are signed up to the alerts to hear about them.
List the opportunities you have identified on your action plan.
Talking the talk
Now you are at the event, what do you do next? This is where those of you who find the whole concept of networking appalling get a lump in the throat.
I asked networking guru Carole Stone (author of the Ultimate Guide to Successful Networking and managing director of opinion research company YouGovStone) for her advice.
"Nearly everyone finds networking a bit daunting at first - I certainly did," she said.
"Promise yourself that you don't have to stay more than, say, an hour; and that in that time you'll exchange cards with at least two people."
Most of the clubs and events mentioned above have been specifically created to help people meet others, so it is okay to just start speaking to someone.
"Small talk is my secret weapon," added Stone. "How do you know our host? is a perfectly good starter. And, if you can, go on your own – then you'll have to talk to someone."
Ask your new contact open questions, make eye contact and be an active listener. Time yourself, they want to meet other people too, so when it feels right, close the conversation or suggest you meet up again later on.
Remember: networking is about developing long-term relationships and long-term relationships require a build up of trust. You are not making a hard sell, just be yourself. Ask them what they do, their views and thoughts, how they are finding the event and have they been before. If an idea really strikes a chord, suggest meeting again to discuss this in greater detail.
Business cards are a functional networking tool. The top tip from Carole Stone: "Don't scatter cards like confetti. When you meet someone you want to stay in touch with get their card and write something on the back that will help you remember them and where you met."
Staying in touch
Once made, contacts need to be nurtured. When you meet someone new, send him or her an email or phone. Tell them how much you enjoyed meeting them and invite them to contact you if you can help them in any way.
If you have promised anything - maybe a contact name, a link for a website or the title of a book - make sure you do. It is far too early to send a CV or ask for work - that would be tactless. You need to build your contacts so if a time arises when you really need to ask for a favour, you have developed a trust and understanding.
Devise a system for storing information - this could be a card index, a PDA, your email address book or trusty paper contacts book.
"Before you go to bed put the information about the people you've met into your address book or computer database. Make a note of any promises you've made - to pass on a friend's phone number or the address of a restaurant you recommended - or just to get in touch soon. And don't forget to do it," recommends Stone.
Keep your name in currency by updating your contacts with news - such as a new job, and send information and ideas that they will find useful.
It will show that you have taken an interest and that you understand their goals. Think creatively about how you can meet your contacts again - drop them a line to see if they are going to an event you plan to attend, or invite them to a new event you have found which you think will interest them.
With focus and a clear goal, networking can open new avenues and lead to long-lasting friendships.
"To me," says Stone. "’Good networking is making the most of the people you meet your mutual advantage."
Ask Danny: To get your career questions answered by careers writer Daniell Morrisey simply post a comment to this article.
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