Do you dread networking? Don't worry – that doesn't mean you're not cut out for a career in PR.
It’s a select few who genuinely enjoy the whole awkward business of name tags and small talk. But standing alone in a corner checking your phone until you can reasonably leave isn’t the answer.
Firstly, you have to banish the thought that you need slick pitches, too-loud laughter and Teflon self-confidence to succeed. There is a way to build genuinely meaningful relationships in a room full of strangers just by being yourself… even if the thought makes you want to reach for a beta blocker.
In short, we’ve got good news for wallflowers – you don’t actually ever have to “network”, you can just do these things instead.
Embrace the awkward
Some of the best conversations start from standing around looking slightly lost. Let yourself be the person who wanders, who hovers near a group for a beat too long before joining in, and who doesn’t have a smooth opener ready. Awkward is fine.
Be a listener
When you do strike up a conversation, introduce yourself briefly and then do the hardest thing of all: stop talking. Give the other person ten minutes of your genuine attention. Ask about what they’re working on, what’s frustrating them, what they’re excited about.
The goal isn’t to find your opening to mention your client or your story – it’s just to be interested in them. People remember how a conversation made them feel far more than what was said in it.
Ditch the transactional mindset
This is the one that trips most of us up, because PR is, by nature, transactional. We want coverage and we want a journalist to remember us when the right story comes along. But going into a conversation angling for something – a feature, a follow, a favour – could backfire. The relationships that pay off are the ones with no immediate ask attached. Be genuinely interested in the person in front of you, not the opportunity they represent.
Try a conversation starter (that won't make anyone wince)
- “How did you get into journalism / PR?”
- “Have you been to many events like this before?”
- “I enjoyed your recent piece/ campaign/ work on X – how did that idea come about?”
These are simple, genuine, and should elicit real answers, rather than polite ones.
A little planning goes a long way
If you can find out who’s likely to be there in advance, it’s better to go in with two or three people you’d genuinely like to meet rather than a vague goal of “networking.” A handful of meaningful conversations will serve you far better than twenty rushed ones.
A few small adjustments make a real difference:
- Arrive early, when the room is smaller and quieter and easier to ease into.
- Gravitate towards smaller group conversations rather than the loudest circle.
- Have one or two conversation starters ready, so you’re not relying on inspiration in the moment.
- Bring a friend or colleague – a familiar face takes the edge off, and makes it easier to peel away and talk to someone new.
Bring the same energy online
Many of the same principles apply on LinkedIn or X. A “great post!” comment does nothing, for them or for you. Instead, try to add a related insight, a gentle challenge, or a question that shows you actually read further than the headline. That’s what makes someone remember you, and it’s infinitely more useful than being one of fifty identical comments saying the same thing.
To build a lasting connecting, engage authentically with someone’s posts over time, build a bit of familiarity, then message when it feels natural rather than forced.
Once you've connected, keep the thread going
To turn a one-off chat into an actual relationship, check in occasionally. Share something relevant if you spot it – an article, a contact, an opportunity that has nothing to do with you. Invite them to things. If something comes up later that connects back to what they told you, follow up on it.
The bit no platform can do for you
Tools like Roxhill exist to do the matchmaking – they can point you towards the right journalist, on the right beat, and make sure you’re not cold-emailing into the void.
But once that introduction is made, the relationship is yours to build. No database can have the coffee, ask the follow-up question, or remember what someone’s working on next. That part will always be on you.
MEDIA INTELLIGENCE YOU CAN TRUST
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Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
MEDIA INTELLIGENCE YOU CAN TRUST
We’re with you, every step of the way
One login. Multiple solutions.
Roxhill’s all-in-one media intelligence platform will save you time, highlight your impact, and drive your business forward.
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