Networking 101
By Natalie McCarty
I’ve always been the kid with a plethora of career ideas — politician, lawyer, ballerina, director, producer, social worker, teacher, singer… the list was endless. However, everything changed for me during college when I enrolled in a Public Relations course. It was a game-changer; I not only discovered what I wanted to do but also felt a deep sense of purpose in it.
My college thesis delved into the intricate relationship between media and society, exploring how each influences the other. Connecting with people, weaving their stories together — especially through the medium of film — and translating profound narratives into relatable experiences became my passion. It’s what I love, and more importantly, it’s what I excel at.
Whether it’s the innate problem solver in me or my outgoing and people-centric nature, being a publicist feels like a calling where I have the opportunity to discover individuals with transformative stories to share. I relish the chance to connect filmmakers with the perfect producers and actors, or musicians with ideal venues or managers. In essence, I get to bring the media that I genuinely believe in to light. It’s a gratifying and wonderful job that allows me to make meaningful connections and contribute to a larger creative space.
However, the harsh reality of working in this industry is its inherent difficulty. It’s the kind of job where you can pour in over 90 hours a week and find yourself seemingly stagnant in your career trajectory. The defining factor, ultimately and unequivocally, boils down to the connections you cultivate. In an industry where networking is paramount, the relationships you build become the linchpin determining your professional journey.
It’s consistently the top question I encounter, and candidly, it’s the number one secret many hesitate to reveal: How to Network. For those embarking on a new career or seeking a change, I’m eager to share my top five insider tips and closely guarded secrets.
Shake the Right Hands
Navigating the initial steps of networking is often the toughest part. How do you “shake the right hands” when you can’t even locate them? Breaking into an industry without connections can feel like an uphill battle, especially for those without the advantage of nepotism. It can seem downright impossible at times.
As someone who’s not riding the nepotism wave, let me share some of my go-to moves. Start by making connections with everyone around you. Your barista, coworkers, the stranger on the subway, that vaguely familiar classmate, folks at the merch table, even your favorite indie band at the local venue. And when I say shake hands, it’s not always a literal handshake, though I’ve gained a reputation among friends for my habit of extending a hand and swiftly swapping info.
Establishing that initial connection and making a memorable impression, along with the name-swapping ritual, works wonders. As you keep at it, you start noticing the intricate web of connections in the professional world. Dream of a gig at Warner Brothers? Well, it might just happen that the bassist’s brother’s girlfriend is interning for the assistant to the CEO of Public Relations there. Time to pull some strings, grab some coffee, and watch the possibilities unfold. Ever stumbled upon a connection that left you pleasantly surprised?
2. Quick 5 Minute Pitch
Building on that initial handshake, if you sense their interest, it’s prime time for a quick 5-minute pitch. Lay it out: who you are, what you’re all about, your aspirations, and why forging this connection matters. Sometimes, it’s clever to weave in a tie-in. A shared personal anecdote with an artist, a project tailor-made for an actor, or envisioning a dream collaboration between brands. Maybe you share an alma mater, tapping into that strong NYU network, especially potent in the entertainment industry.
This is your moment to shine, without tipping into arrogance. Enough to show this key person that talking to you isn’t just worthwhile — it’s something they’d genuinely want to do and explore potential collaboration.
3. Making Allies in the Industry
Segueing smoothly into my next key point: cultivating alliance within the industry.
In the vast landscape of the entertainment industry, it can sometimes resemble the Capitol in The Hunger Games. As a small tribute facing formidable odds, the true beauty emerges in the form of partnerships. I’ve delved into the art of crafting strategic alliances in the industry, and you can dive into the details of that in my article, “How to Make Strategic Partnerships”.
Now, let’s talk about the critical aspect of finding allies in the industry who’ve got your back. Whether it’s someone keeping an eye out for job openings in their company, extending a favorable word to their boss on your behalf, or a group of peers with the potential to evolve into trusted business partners. It’s absolutely paramount for career growth to discover individuals willing to collaborate, watch out for you, and work together. Shared promotions become more natural, and partnerships more organic, creating a symbiotic synergy.
4. Sharing Core Beliefs
It’s not mandatory to align on every belief with your client, business partner, or teammates, but syncing up on morals, embracing a shared brand identity, and aligning on initiatives to reach goals are crucial.
A shining example of this philosophy is the partnership I’ve forged with Ethan Hoffman. I recently brought Ethan on board as a client through my PR company, McCarty PR, and in just about a month, the trajectory we’ve embarked on and the projects we’re tackling are witnessing rapid growth.
Ethan Hoffman
This success can be directly attributed to the solid foundation we built. Beyond being business partners, Ethan and I respect each other as individuals and friends. I hold a deep admiration for Ethan, especially considering his career trajectory. For those unfamiliar with his journey, he swiftly carved out a fanbase and career in the music industry, leveraging his feature in a Morgan Jay stand-up video. He worked diligently, deliberately, and purposefully, not only with Jay but also with other strategic collaborators.
Ethan and I often delve into the significance of networking in our respective careers, particularly when it comes to building and establishing oneself as an artist.
When I asked him about his thoughts on networking, he emphasized, “The most important aspect is firstly establishing a foundation of friendship and common ground. If the encounter is too professional, and if interests aren’t aligned, that won’t be working out. There’s just no way for the relationship to be sustainable that way!”
5. Taking the Initiative to Touch Base
This brings me to a crucial, yet sometimes overlooked point: always touch base. Even if you don’t have a fully crafted pitch or aren’t certain about signing a new client at the moment, sending an email is paramount.
Consistently staying in touch with my connections — whether it’s through commenting on their posts, frequent DMs, or periodic text check-ins every couple of weeks — keeps those connections robust and steadily flourishing.
Every client I’ve signed, partner I’ve collaborated with, or prosperous industry connection I’ve cultivated has been a result of consistent touch-points and ongoing communication. Once you’ve made that connection, hold onto it tightly!
In reflecting on my journey from a myriad of career ideas to discovering my passion in Public Relations, the importance of forging connections has been the unifying thread. From navigating the intricacies of networking, pitching ideas, and cultivating strategic alliances to aligning with like-minded individuals, every step has been a testament to the power of connections. Through the ups and downs of the entertainment industry, it’s become evident that the linchpin determining success is the web of relationships we weave. As I share my insights and experiences, my hope is that these tips on networking, pitching, building alliances, and maintaining connections resonate with those navigating the challenging yet immensely rewarding landscape of the creative world. The journey may be tough, but with genuine connections as anchors, it’s one worth embracing.
