Too often in public affairs and lobbying, networking is championed because of the contacts, particularly political ones, made. But this is only part of the story. Networking should be more about the ideas generated across different industries and disciplines.
There are a huge number of books available about how to network and how to get the most out of networking. There is no serious challenge to the fact that networking is good and secures real advantages.
However, what is often lacking from this thinking is the way that good networking also needs to focus on the creativity it fosters and the ideas for campaigns that can be developed as a result.
For instance, I recently attended an Urbano networking lunch which was not focused on politics or a particular policy. Instead it was about meeting business people from a range of backgrounds with a view to making connections.
This event allowed me to talk to people from backgrounds and disciplines that I would not always engage with. It enabled me to mention issues to a different type of audience and gain new perspectives. It struck me that this is often lacking in traditional public affairs networking. It is often the case that we attend sessions held by the political parties, think tanks, lobbying organisations, trade bodies etc. But that means we talk to similar people, doing similar jobs and all involved in politics, one way or another.
It is doubtless the case that other sectors are the same but we too often rely on talking to people of similar backgrounds or outlooks. This results in missed opportunities for generating new thinking and new perspectives that comes from talking to a wider gene pool of people.
The old-fashioned method of networking may favour a political communications consultant that relies on a ‘little black book’ but this does not always suit those looking at building a campaign or put the issues in a wider context using different forms of engagement.
It is just as much of a mistake to concentrate solely on politics as it is to think about one political party. Good networking should consider how ideas can be cross-fertilised because this fundamentally makes for better campaign advice. Ideas and solutions can be driven by connections and not just rely on caffeine or alcohol!
Politics will always be at the heart of networking, but adopting a wider perspective prevents your focus from being too narrow.
That is what makes good networking essential in public affairs.