Like many of you, I attended the 2012 PRSA International Conference (as well as PRSSA—student conference) in San Francisco. Since returning, I’ve been following many blog posts on what PR professionals (and students) learned and took away from the myriad sessions offered. However, one post really struck me and I’d like to expand on it.
Shonali Burke posted to her Waxing Unlyrical blog that she believes the true value of these conferences has more to do with connecting and networking. She says:
“The point is in collectively sharing, and participating in, and learning about, and growing our industry together.” “The point is in relating to each other as people, and not just as ‘networkers,’ or ‘prospects’. Because when we take the time to get to know the people behind the prospects, we learn what makes each other tick. We’re able to help each other out, even if there’s nothing in it for us.”
She goes on to say:
“And though we may not walk away with new business signed and sealed, I can guarantee you that the people we take the time to connect with – because we genuinely like and respect them, or we were just being nice – will remember us when someone asks for a referral, or has a job opening.”
I personally, met nearly 20 people in real life that I previously had only known through social media, as well as re-connected with a number of industry leaders that I only get to see that one time of year at a conference. It allows us to solicit feedback on our services related to the PR pros business—to ensure what we are offering is what they need.
But, I’d like to go even one step further and encourage every PR pro (whether they are a PRSA member or not) to take some additional time and invest in the future of our profession by offering to mentor young pros or about-to-be pros (students). Your practical guidance can complement their education, sharpening their focus on their career goals and helping them develop the professional and interpersonal skills they’ll need as they navigate the real-world. Students need your help, advice and friendship as they evolve into tomorrow’s public relations leaders.
There is also the benefit of reverse mentoring. Ken Jacobs, principal at Jacobs Communications Consulting, recently talked about reverse mentoring in a BurrellesLuce webinar, “Managing, Motivating, and Leading Millennials,” which is available for download, by clicking the link. Your mentee very well may help you learn more about yourself and other generations. They know things you may not and can teach you new job-specific skills. After all, we know that in this profession we never stop learning! Mentoring may even give your organization an edge when it comes to recruitment, as well as help making you a more effective manager.
The time to start investing in your mentoring relationships is now. Are you ready? Please share your mentoring success stories here on the BurrellesLuce Fresh Ideas blog.