Relationship-Building Can Be Gen Z’s PR Superpower
When I first heard the word “networking,” I pictured stiff handshakes, awkward small talk and people in suits swapping business cards. I thought networking was something for seasoned professionals, not for someone like me who was just starting out. I’d heard the term a million times, but what did it actually mean? More importantly, how do I know if I’m doing it right?
Here’s the surprising truth: It’s not as scary or unfamiliar as it sounds.
It turns out networking is a lot like the skills our generation has been building for years on social media: reading, starting conversations and building relationships. We’ve spent years scrolling through feeds, spotting something interesting and taking the next step to comment, share or message the author. During my internship, I realized those same habits translated directly into working with reporters, executives and teammates.
When I was a public relations intern, my manager introduced me to a strategy called “read and react.” In PR, you’re often pitching stories to journalists, hoping for a response, but this approach focuses on building the relationship first. It means reading the journalists’ work, engaging with it and showing genuine appreciation. Over time, that familiarity makes your name recognizable and your pitches stronger. For me, it was one of my first real glimpses of networking in PR: making a connection, building trust and keeping the relationship alive so opportunities follow naturally.
Sound familiar? It’s basically what we do every day on Instagram, TikTok and Snapchat. Whether it’s following people, commenting on posts or starting conversations, it all involves building relationships. For me, emailing a journalist felt like leaving a genuine comment on a friend’s photo. Reaching out to a teammate for career advice was like sending a friend request to a friend of a friend. Connecting with an executive on LinkedIn felt like following a creator you admire on Instagram. The format is different, but the intention — connecting, engaging and making an impact — is exactly the same.
Once I started approaching networking the way I approach connecting online, it no longer felt intimidating. Coffee chats with team members, reaching out to executives, complimenting journalists’ work — it’s just another way to engage and build relationships, something I’d been practicing since the day I got my first phone. And, just like with social media, the more you engage authentically, the stronger and more natural connections become. It’s important to remember networking isn’t just a one-time exchange — it’s an ongoing conversation.
To my fellow Gen Zers: Turns out we’ve been networking all along. The platforms may change, but the skills are the same. The confidence to introduce yourself, the curiosity to learn about someone’s work, and the effort to keep the connection alive — it’s all second nature to us. We’ve just been practicing in Instagram DMs, group chats and comment sections instead of in conference rooms and team meetings. Now, it’s simply about taking those same instincts into new spaces and discovering the opportunities they create, trusting that you already have what it takes to succeed.
Melanie Cammarano is a junior at Loyola University Chicago, pursuing a bachelor’s degree in Advertising and Public Relations, with a minor in Spanish. She most recently spent the summer as a Public Relations Intern at Sentry Insurance, developing her professional skills and gaining hands-on industry experience. She’s a proud morning person and loves long walks outdoors with her favorite playlist. Connect with her on LinkedIn!
