Networking Opportunities For Non-Journalists

By: Randy Dotinga When it comes to looking for a new job, it seems like people in the newsroom have all the luck. Journalists in search of networking opportunities have dozens of professional associations to choose from, some so specialized that they just serve obituary writers or features editors.

What's an advertising representative or circulation manager to do?

Two words: Get out. Non-journalists may have fewer organizations to join than their counterparts on the news side, but there's still plenty they can do to make connections.

If you're in the market for a new boss, start by going local. If your dream job is at the newspaper across town, you may make a big impression by joining local organizations, like the Chamber of Commerce or the YMCA, said Anibal Torres, publisher of El Sentinel, the Spanish-language publication of the Orlando (Fla.) Sentinel.

"We encourage our employees to get involved. It's good for them, for the community and the organization," Torres said. Besides boosting your resume, you may meet big shots from other newspapers, he said.

Torres said it's important to make a good impression when you come up to say hello to someone. "You don't want to interrupt a conversation," he said. "But if you're at a banquet or reception, or before or after a meeting, there's always a way to approach someone without being rude."

After going local, look statewide. Does your state have any associations for newspaper employees like you? Some organizations have high profiles, like the newspaper publisher associations in California and New York. Others aren't so well known but can still be potential goldmines for job seekers, like the Florida Newspaper Advertising & Marketing Executives and the New York State Circulation Managers Association.

To find these groups, check the Internet or look in the back pages of the "Editor & Publisher International Year Book," where dozens of newspaper organizations are listed.

Consider attending the conferences of these associations if you or your newspaper can afford them. If not, try to enter their contests and win an award. It will be harder for your boss to turn down a trip if you'll be coming back with a plaque.

Personal encounters help bosses get a closer look at potential employees, said Bonnie Christian, director of customer service at The Journal News in White Plains, N.Y. "It helps you find out more about the individual and what they're interested in," Christian said. "You get a lot of information just sitting around and having a drink with somebody. You'll hear what they've been doing and what they are looking to do."

After you've exhausted local and state opportunities, go national. Plenty of newspaper associations hold annual conferences for people who work in advertising, promotions, classifieds, new media, marketing, and circulation.

While official job fairs are almost unheard of at these conferences, you'll almost guaranteed to find plenty of receptions and banquets -- perfect opportunities to fawn over future bosses. And some of these events attract more than 1,000 people.

"One of the stated benefits of conference attendance is the ability to network with colleagues and associates," said John Kimball, senior vice resident and chief marketing officer for the Newspaper Association of America in Vienna, Va.

Of course, some people -- especially those who don't work in sales -- look forward to schmoozing with all the anticipation they'd normally save for an IRS audit. But don't think of networking as kissing up. Just plaster a smile on your face and remember that you're investing in your future.

COMING NEXT WEEK: Corporate headhunters place dozens of executives in the newspaper business each year. But how do you get recruiters to know you exist?