One key ingredient to a successful career as a public relations professional is networking. Now, there are obvious benefits, meeting reporters, producers, etc. But, networking within the profession can yield more than just job opportunities. I have had a couple experiences recently that I will share to illustrate the value for us and our clients/companies.

One of my clients is a huge eTailer of RC products, a couple months ago I sent out a pitch/follow up email and got a response from Paul Hochman, the Today Show’s gear & gadget editor. Paul was looking for a particular product to feature on an upcoming green gadgets segment with Matt Lauer on the Today Show. Although my client didn’t carry the particular product he was looking for, I was able to locate the PR contact for that product. Needless to say, my efforts yielded a great response from Paul, the product’s company and the segment producer for the Today Show. Now, I haven’t called in that possible relationship, but the opportunity is there.

A fellow, former colleague and a local PR guru, Russ Page, recently blogged about the value of giving the media more than just pitches for your clients or products (read the article here), send them a tip on something that will build your relationship with them and increase their confidence in you as a true professional.

The second example also involves Russ. This same client I mentioned above has had some phenomenal success in the media with their products. In fact, one day Russ was listening to the best nightly news talk program in Salt Lake City, KSL’s Nightside Project, and they mentioned these little RC helicopters. Well, the sharp guy that I am — laugh now — I remembered that and when our client launched it’s own mini RC helicopters, one of my first pitches was to Michael Castner at the Nightside Project. That little interchange led to us being featured as guests on the show tonight, Tuesday, June 12, 2007.

My Two Cents: Although competition is great — it’s what makes the great ones great — don’t discount networking and helping each other out as professionals. In the end we all win and according to Stephen Covey, a win win situation is optimal.