Networking in public relations: Lessons from a NYC rooftop

Four easy steps to master the art of networking

Imagine this. I’m on a PR agency’s rooftop in New York City, enduring the hottest temperatures of the summer. I was standing amongst the most influential names in the public relations industry: C-suite executives and founders from some of the top global communications agencies in the world. I was sweating through my shirt from both the heat and nerves, trying to figure out a game plan for tackling my first networking event.

In a professional world where every candidate seemed better than the last, I knew I would have to rely on more than experience alone. Coming out of graduation, I didn’t have the traditional internship experience that most of my peers gained during the summer before their senior year. 

My college years were mostly overshadowed by a cancer diagnosis, and I often found myself nervous about my post-graduation plans. I spent my post-grad summer serving at my local beach restaurant, wondering if my “big break” would ever come. That was until I came across a LinkedIn post for a networking event that I knew would be a prime opportunity to make at least one person remember who I was.

I wouldn’t consider myself a networking expert but I did network my way to my dream internship. 

Here are four keys to being remembered when you want to rely on more than just your experience: 

1. Put yourself out there

Putting yourself out there can look different for everyone. For some, the thought of attending a networking event and having to pitch yourself in-person can be quite daunting. 

A great starting point is to reach out to professionals on LinkedIn whose work or career paths you find inspiring. These individuals might work at your dream company, be implementing a campaign that intrigues you, or have expertise in your area of interest. While it might be challenging to get a response, crafting a personalized and engaging message can catch their attention. Mention a specific project or achievement of theirs that resonates with you and explain why you’d love to connect.

You can see below a message thread between me and Jeff Geisler, a professional who came and taught a workshop at my university, how I followed up, and his openness in assisting my job search.

For those confident enough to begin in-person networking, the first step is identifying the right industry event. This might require some research, but identifying organizations in your field such as the Public Relations Society of America (PRSA), New York Women in Communications, PRWeek, and the PR Museum are great places to start. The event I attended was sponsored by the PR Museum and PRSA, and I like to think it was a homerun networking event. Not every event will be a homerun but sometimes you just need to load the bases and eventually the grand slam will come. 

And not all networking events are made equal. Sometimes finding conferences or panels that cover topics that you know are important in your industry is a great place to start! Many industry events—even those post-work happy hours—offer networking opportunities. The key is to treat every moment as a chance to build your network.

2. Preparation Is Key

The most critical part of networking happens before you even start talking to people. Preparation is your most important asset, there’s a reason people say knowledge is power. Begin by reflecting on yourself: what are your strengths, accomplishments, and professional aspirations? This self-awareness forms the foundation of your elevator pitch, which you should know as well as the back of your hand.

When preparing, remember that being brief is vital. Networking conversations may not last for as long as you’d like so you need to make every second count without overwhelming your audience.

For example, instead of rambling, you could say, “My strengths are X, Y, and Z, as demonstrated by my experience in [specific example].” This clarity allows others to quickly understand the value you brought to your past work and what you can bring to their company. 

Additionally, research the companies or individuals who might attend the event. Familiarize yourself with their past campaigns, the company values, or notable achievements. Before attending the rooftop event, I informed myself of the work of several agencies in attendance. Having this knowledge helped me articulate why I admired their work and how I aspired to contribute to similar initiatives. This also shows genuine care not just for their company but the industry and the outcome of the work itself. 

3. Take risks: Introduce yourself to the CEO

You’re probably asking yourself “Is this girl crazy?” and honestly just a little, but sometimes you need to be willing to take a big risk to see a big reward! For me, this came in the form of introducing myself to the CEO of Zeno Group, at the rooftop event. Was I nervous? Absolutely. But that moment of bravery paid off.

She was so impressed by my courage that she personally introduced me to other senior leaders at Zeno. This gave me the opportunity to pitch my skills and aspirations, ultimately leading to an internship with the agency. During that internship, I learned what high-quality agency work looks like and gained skills that I know set the foundation of my work as an Associate at Golin.

While you might not always get a chance to speak with the CEO of your dream company, this lesson on bravery is universal. Don’t let fear hold you back from introducing yourself to someone who could shape your career trajectory. 

At the end of my internship, I had emailed the CEO to thank her for taking a chance on me, she replied and said she would never forget me introducing myself to her that day, as it was a pure act of bravery. A bold introduction could be the first step toward a life-changing opportunity and is the key to being remembered.

4. Continue to uphold relationships after the event

If you think networking ends when the event does, you are mistaken. Following up with the people you meet is the most important part of growing and maintaining your network. Start with a simple message thanking them for the conversation and referencing something specific you discussed. This demonstrates attentiveness and genuine interest.

For instance, after the rooftop event, I reached out to several professionals I spoke with, saying it was an honor to meet them and also asked if I could send along my resume as many had suggested. This follow-up was instrumental in landing my internship at Zeno as a few weeks after the event, I found myself interviewing for an internship position. Without a follow-up, my application would most likely have been lost in a sea of others.

Maintaining relationships goes beyond the initial follow-up message. Be sure to keep in touch as much as you can throughout the year. Celebrating your contacts’ milestones such as a promotion, a company achievement, or even wishing them well during holidays. These gestures show that you value the relationship for more than its potential professional benefits.

This approach was inspired by advice from my senior year capstone professor, Chuck Harman: focus on building genuine connections, not purely transactional ones. Over time, these relationships can blossom into invaluable professional alliances. Whether it’s sending a congratulatory message or sharing an article you think they’d enjoy, staying engaged keeps you top of mind.

Networking can be intimidating, especially as a young professional, but it’s an essential skill in public relations and beyond. By preparing thoroughly, being bold, and maintaining genuine connections, you can turn nerve-wracking moments into career-defining opportunities. Remember, every interaction is a chance to make a lasting impression—don’t let it pass you by.

I’d love to hear from you! Share your thoughts, ideas, or questions in the comments below and join the conversation.

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Meet Gianna

Gianna is currently an associate at Golin PR in New York City, where she is supporting Ferrero Rocher accounts. Prior to starting her career with Golin, Gianna was an intern at Zeno Group where she was immersed in fin/tech, tech, beauty, and food verticals. Gianna attended West Virginia University where she received her Bachelors of Science in Public Relations, with minors in Finance and Hospitality Management.

Connect with Gianna on LinkedIn