By now you have likely joined LinkedIn. You’ve connected with colleagues, clients and others in your professional network. You may have signed up for membership in a few industry groups. If used effectively, LinkedIn groups can provide Public Relations professionals an exciting opportunity to build your individual network and develop real relationships with other communications professionals (potential clients, potential media contacts and even potential employers).
 
Joining a group is just the beginning. In the real world, showing up at a networking event is of little value if you sit in a corner by yourself. The virual world is no different. In order to “meet” other members, and turn them into active members of your personal network, take a proactive approach. Submit questions for discussion and news you believe would be of interest to the group. (Make sure all content is relevant to the purpose of the group.) Engage in conversations by commenting on news and discussion points that others have posted.

As you build relationships, take the relationship offline. Likedin allows you to send direct messages to any other members of the group. Rather than simply inviting people you do not know to join your network, review their profile and send them a relavant note or question. As you "meet" interesting people, take time to look at their profile.  Develop your relationship further by reading their blog or following them on Twitter. Remember, the purpose of your personal network is to build actual relationships, not just a large collection of people you do not know.

Take advantage of the tremendous resource these group networks offer. Looking for advice from colleague with a specific area of expertise? Trying to hire an individual with particular experiences or skill set? The members tab includes a search function to help you target the individuals you seek. Again, every member is accessible to you via email.

Consider targeted groups that can put you in contact with others in your practice area. Examples include:

• Medical Marketing and Communications

• Healthcare Communication and Marketing Asscociation

• Travel Media Pros

• Multicultural Marketing Experts

#Journchat is an extension of the weekly chats hosted on Twitter by Sarah Evans. The group provides an ongoing format for communications amongst journalists and PR professionals. Joining the LinkedIn Group allows members to get to know one and other better and take networking to the next level. #PRIntern/ #Entrylevel is another example of a LinkedIn group that supports a network started on Twitter.

Finally, local groups, such as PRSA-NJ, can be very effective and also offer the opportunity to take some of your new virtual relationships face to face.

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