The Little Book of Big PR by Jennefer Witter

Author:Jennefer Witter
Language: eng
Format: mobi, epub
ISBN: 9780814434376
Publisher: AMACOM
Published: 0101-01-01T00:00:00+00:00

CASE STUDY • • • • • • • • • • • • • • • • • • • •

Networking + Authenticity = Business

Challenge

Networking is a well-known way to build business, but for Tracy Benson, founder and CEO of On the Same Page, a business consultancy firm, doing so in a way that felt “authentic and organic,” rather than strategic and self-serving, was paramount. All relationship-building activities needed to fit with the openness of the company’s culture—and the way that the firm interacts with its clients—for them to be effective.

Strategy

On the Same Page built its professional network through a number of activities, including:

Being active members of industry associations and taking leadership roles, as appropriate. For instance, two of its team members have served as presidents of the board of the Communication Leadership Exchange, and others have served on committees or are active in the Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC). This allows them to meet and work with people they might not have otherwise become involved with; and it allows others to experience, in a hands-on way, what it’s like to work with On the Same Page and its team members.

Cross-pollinating within parallel industry organizations and attending events, where applicable. For example, one team member has a Ph.D. in industrial psychology and belongs to the Society for Industrial and Organizational Psychology (SIOP). Each year, he attends SIOP’s annual conference. In recent years, other members of the On the Same Page team have accompanied him. They have found the experience to be a valuable way to meet new contacts, increase their knowledge, and improve their skills, enhancing their value to clients.

Creating community by hosting informal networking functions in the various cities they work in. Several On the Same Page executives host monthly breakfasts, lunch gatherings, or dinner get-togethers to stay in touch with peers and share ideas and synergies.

Proactively staying in touch with contacts, providing relevant information and research that applies to them, either personally or professionally, and building friendships in the process.

Results

On the Same Page traces approximately 80 percent of its work projects back to relationships formed through networking, proving that when connections are made genuinely, results come naturally.

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