Ask anyone who has taken one of my classes, and they might tell you how often I harp on about the importance of increasing their LinkedIn connections if they want to be taken seriously by prospective employers.
Most students politely listen and say they will try, and now and then, I’ll hear from students who have had dramatic success with achieving the minimum 500+ connections goal that I strongly recommend. I often point to one student, Mariana, who had fewer than 100 connections at the start of the academic year. Nine months later, she proudly pointed to far exceeding the 500+ goal. Importantly, several other students cite how employers told them they were identified (and hired) through their LinkedIn profiles, not through blindly submitted resumes. One popular agency told one of my creative grad students that he was found through LinkedIn, noting the firm does not post job openings.
In public relations, relationships are not optional—they’re foundational. While skills like writing, strategy, and media pitching matter, your network is often what determines access, visibility, and opportunity. That’s why every PR student and early-career professional should aim to build at least 500+ LinkedIn connections.
This isn’t about chasing numbers or online popularity. It’s about positioning yourself in an industry where who knows you often matters just as much as what you know.
For several years, I have written about the growing importance of LinkedIn. And in several instances, I have tried to bring attention to that fact by suggesting that you can tear up your resumes in favor of having a solid LinkedIn profile.
Why 500+ LinkedIn Connections Matter
1. Networking is literally the job
Public relations is built on relationships—with journalists, clients, influencers, executives, and peers. LinkedIn is the digital extension of that reality. A strong network reflects your ability to connect, engage, and maintain professional relationships.
If you plan to build networks for brands, employers expect you to build one for yourself.
2. 500+ connections signals credibility
Like it or not, LinkedIn operates on perception. When recruiters, hiring managers, or potential collaborators visit your profile, “500+ connections” serves as instant social proof. It signals that you’re active in the industry, engaged with others, and taken seriously.
In competitive entry-level PR roles, small perception differences matter.
3. Opportunities travel through networks, not job boards
Many internships, freelance projects, and junior roles are filled before they’re ever posted publicly. They come from:
- Alumni referrals
- Recruiter searches
- “We’re looking for someone—do you know anyone?” conversations
A larger, relevant network increases the odds that your name is part of that conversation.
4. Your content reaches farther
PR professionals are storytellers. LinkedIn is one of the best platforms to showcase your thinking—whether you’re sharing campaign insights, reacting to brand news, or celebrating career milestones.
The more connections you have, the more reach your content gets, strengthening your personal brand over time.
5. It’s long-term career insurance
PR careers are rarely linear. Agencies downsize. Clients leave. Industries shift. A broad network gives you flexibility and resilience when you need to pivot, job search, or explore new paths.
How to build LinkedIn connections
As I mention in classes and previous blog posts, resumes have less and less relevance in job searches. Of course, you need the discipline of constructing a solid resume which helps organize your approach to telling a concise elevator speech, cover letter and LinkedIn profile. But your network and effective use of LinkedIn will more likely lead to your next career opportunity. Here are some tips that might prove helpful in building your LinkedIn network.
1. Start with your existing PR circle
Begin with the easiest and most natural connections:
- Classmates and alumni
- Professors and guest speakers
- Internship supervisors and coworkers
- Student organization members
These connections form your foundation and quickly add momentum.
2. Personalize connection requests
Please don’t take the lazy way out by simply sending a connection requests without including a personal message. This is especially important if you haven’t met the person.
You don’t need a long message—just a sentence that provides a hint as to why you’re making the request:
“Hi Melissa, I’m a PR student, and I found your post to be quite helpful as I plan for my future career in communications. Would love to connect.”
Personalized requests are far more likely to be accepted and remembered.
3. Connect beyond your peers
While classmates matter, growth happens when you connect more broadly:
- Junior professionals 1–5 years ahead of you
- Recruiters in communications and PR
- Journalists, editors, and media producers
- Brand managers and agency account leads
These connections expose you to insights and opportunities you wouldn’t see otherwise.
4. Be lightly but consistently active
You don’t need to post every day. Simple actions make a big difference:
- Like or comment thoughtfully on a few posts each week
- Share articles with a short opinion
- Post about internships, projects, certifications, or events
Activity increases profile visibility—and visibility attracts inbound connections.
5. Set a realistic weekly goal
Consistency beats intensity:
- 10–15 new connections per week
- In 3 months: 120–180 connections
- In 6–9 months: 500+ connections organically
This approach builds a meaningful network without burnout or spam.
Bottom Line: In public relations, your network is part of your professional skill set. Building 500+ LinkedIn connections early in your career isn’t about ego—it’s about access, credibility, and long-term growth.
If you’re serious about a career in PR, treat LinkedIn the same way you treat pitching, storytelling, and relationship management. Start early, stay intentional, and remember: the connections you build now will definitely shape your career for years to come.
P.S. In my consulting over the years, I have only had push-back on the 500+ theory. It came from a CEO who I noticed only had 38 connections. When I told him he should increase that number, he responded by saying: “I don’t see why that’s important if those are the right 38 people.” Most job seekers, however, can’t say that.
Feature Photo: For a quick 4-minute “tutorial” on the importance of LinkedIn, check out the YouTube video by Yosef Shadid.