It takes quality not quantity

Business success in Asia depends on relationships. But, when joining clubs or associations and establishing relationships, go for quality rather than quantity, writes Jayanti Menches

To get ahead in business, the number one thing to do is to belong to clubs, societies or associations - and actively participate. It is important to choose carefully, however, since it is not the number of associations you belong to but the quality and the area of specialisation that count.

"People may join 20 organisations but don't always pursue and form relationships. It is important to connect and have a personal rapport with people. Nurture these relationships. Attend meetings and be seen," says Mary Covatta, principal of Covatta Communications, a strategic marketing and communications company.

Always be yourself

When it comes to effective networking, it is not about you. It is about how you can add value - to your counterpart and the relationship. "Talk in terms of benefits and how you can add value to your prospect or client. Communicate your areas of expertise. Listen carefully to what people say, advises Ms Covatta, adding: "Always be yourself. Speak clearly and confidently. Be positive and don't complain!"

Ms Covatta has worked in the communications business for over 16 years. She credits some of the success in building her business in Hong Kong to her membership with the International Association of Business Communicators (IABC) which is a global network of professionals committed to improving organisational effectiveness through strategic communications. The local chapter, IABC/HK boasts a strong membership representing participants from diverse market segments and disciplines.

Currently serving as the president of the Hong Kong chapter, Ms Covatta joined IABC/HK in 1999 after initially attending functions as a non-member and enjoying the speakers and the quality networking. IABC aims to educate the Hong Kong business community by stressing the importance of effective communications. "IABC has helped me develop my professional reputation. I am now an industry specialist and this has opened other doors for me. I enjoy making a difference in the world of corporate communications. It gives me great satisfaction," she says.

Creating opportunities

As a communicator, Ms Covatta is in the business of creating opportunities for other people. Networking at IABC functions has allowed her to meet key players in the business and develop great relationships. "My clients benefit since I have access to people and I can tap into a network of alliances," she says.

Members and non-members can take advantage of IABC HK's professional development and networking opportunities. The association offers weekend workshops designed to improve professional skills with topics including effective writing techniques or managing crisis communications. Intimate and interactive lunch gatherings give members an opportunity to hear from industry leaders. Additionally, popular monthly social networking gatherings allow communicators to form alliances and establish business relationships.

And, it is never too early to start! IABC/HK is unique in that it has three student chapters affiliated with communication departments at local universities. Students receive discounts to IABC events and are exposed to the different areas of communications allowing them to pursue an area of specialisation.

For further information regarding IABC/HK visit www.iabchk.com.

Taken from Career Times 2003/08/29