Our careers are ever-evolving. Sometimes, we happily stay in our respective industries for decades. But for various reasons, we occasionally seek a refresh or a complete pivot that requires us to explore uncharted territory.
Natalia Buia is a publicist and former journalist with over a decade of experience working in Toronto’s media landscape. After spending 10 years in journalism, she transitioned into public relations and founded Gold Candor PR, where she helps tech startups and direct-to-consumer brands secure media coverage across North America.
Here, she shares how networking has empowered her to build a like-minded community that commits to mutual support.
1) At the start of your professional journey, how did you view networking? What's changed since then?
After I graduated college and got my degree in journalism, I viewed networking as a transactional activity and an obligation to make connections, grow my career, and land my first job. I didn’t really view it as anything organic.
Now, in my mid-thirties, I understand that networking is more about authentic relationship building and mutual support. It’s less about what you gain, but more about the connections I want to build in my life. I used to think, how is this going to help me? It was a one-way street. But as I grow older and my career flourishes, networking has become more of a two-way street. I want to meet people, and I want them to help me—but also, how can I help them in return?
2) How has networking helped you transition from being a journalist to a publicist? Did you face any struggles?
You’d be surprised, but a lot of people in PR used to be journalists. For me, it was a natural transition. Rather than working in a newsroom and covering certain topics, my current role is to pitch stories to reporters. Essentially, I’m just on the other side.
Ten years into my career, every major Canadian outlet I’ve worked at had annual layoffs, because newsrooms are shrinking. I got to a point where I wondered, how much more of this can I take? Do I want something a bit more stable?
So, I thought: I’m a writer. I like to tell stories and connect with people. What can I do that fits this criteria? That’s ultimately why I got into PR. The transition was easy because PR and journalism are within the same house. If we look at a family tree, we’re cousins.
When I was a lifestyle and commerce editor, I’d already built a strong rapport with many PR agencies and people working in that industry. So, I developed a strong rolodex of contacts, and now they’re my peers.
One of the most rewarding aspects of my job pivot has been the camaraderie that comes with it. I made many friends over the years who are publicists. I have one friend named Livy who’s dear to me. When I was a journalist, she’d contact me for story ideas, and we gradually built rapport. Even to this day, as we’re now both in PR, we often call each other to brainstorm and help one another. I value this relationship immensely, because when you’re working for yourself, it gets very lonely. Having support inspires me to think of ways to pay it forward.
3) What are some of the most meaningful networking lessons you learned during your career switch?
Number one: don’t burn bridges. When I was young, I thought I was the bomb. If I came across people who’d rub me the wrong way, I would immediately cut them off. I’d be quick to sever ties and move on, thinking I was protecting myself because I didn’t like them.
Now, at 36, I’ve learned that burning bridges is not the way to go, because you never know when you might cross someone again. Maybe you’re working with someone in a newsroom and you don’t get along. But in 10 years, you’re both in PR and in the same company again. Now, there’s lingering tension because of past conflicts. It’s important to maintain professionalism; it’ll save you headaches in the future.
Secondly, reciprocate. Networking is just as much about giving as it is about receiving. Be supportive and helpful to others, because those habits create long-term connections.
Lastly, remember that persistence pays off. You may come across someone you admire in your field and think, I would love to take them out for coffee and pick their brain. I want to be LinkedIn friends. But you might not get results right away. They might not accept your friend request or answer your email. People are busy. But be persistent.
If you reach out to someone and don’t hear from them right away, don’t take it as rejection. Try again and hit them up a month later. Explore a new avenue to reach out to them. Let’s say you’re both at an in-person networking event. Go up to them and say, “I’m excited to meet you. I tried to reach out to you earlier, but I’m glad we got to connect today.”
It’s also fine to look back and cringe at your actions. We were all young and naive, and made silly decisions. It’s okay to reflect and say, I wish I handled that situation better. Oftentimes, we tend to gloat about our achievements and victories. We like to show off what we’re doing right. But it’s fair to admit and take accountability that sometimes, we mess up with certain networking opportunities. We fumbled with our communication. It’s fine to admit we made a mistake, but now know how to act differently. It takes years of networking to build a solid community.
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Networking is arguably the most important skill for fostering an empowering circle—but it can also be a daunting process. The good news? There are others running the race with you. As a professional platform for women and allies in business, we’d love to get you connected.
