It's who you know that counts. Or is it who knows you?

Both, of course. That's why networking is the key to building professional relationships.

You may be among the best in your field, but good networking will make sure that other people are aware of that fact and will think of you when the topic of promotion pops up.

Not only is networking invaluable for you, the individual, it also has become a highly desirable skill in the corporate world — a way of establishing enduring relationships within the company, as well as with customers, employees, teammates and community, according to the book, “Make Your Contacts Count,” written by Anne Baber and Lynne Waymon.

Acknowledging that many people are hesitant about networking, the authors say the first step is to set a goal. First, ask yourself why you want or need to network. Why do you want to expand your circle of contacts? Are you trying to find a job, promote a business or attract new clients?

“Once you're clear about your goal, you'll know what arenas and associations you want to become active and visible in,” says Waymon. “We recommend that people become active in their professional association, for instance. So if you're in the high-tech field, then you'll want to get involved with the Association of Information Technology Professionals. To get a job or become more competent in your field, you would join an association such as that.”

Most professions have their own associations. Other possibilities include your alumni association, your fraternity or sorority, church, the chamber of commerce, and networking clubs that meet regularly. Online resources include www.rileyguide.com, which also provides networking advice.

Online networking is made possible through such sites as www.fastpitchnetworking.com, a site used by Donald E. Wetmore for his own networking. Wetmore, author of “The Productivity Handbook,” is a time management consultant and conducts seminars on the topic. According to him, “The top networking mistake most people make is to join a lot of groups and then not show up.” Or they talk too much about themselves instead of asking others, “What have you been working on lately?”

Because networking is really about teaching and giving, Waymon advises networkers to join in activities with your chosen group and do things that will show your character and your competence — those are the things that make people want to hang out with you, give you a job, get you on their committee, or promote you. Demonstrating your character and competence can be as simple as showing up on time, keeping your word, giving more than you get, volunteering for committee work or mentoring people.

When talking with people, she suggests, “Try peppering your conversation with stories of examples and vignettes of your accomplishments, without bragging, of course.” Most people will not be there when you have your “shining moment,” so it's through conversation that they learn more about you, she adds.

Studies by Baber and Waymon show that you need to be visible in several different arenas. In addition to your professional association and alumni group, include a social or leisure time group, such as choir or a soccer team, a religious group, a wild-card group, something you do for fun, and a target market group, which is a group that you're trying to sell to or be hired by.

In each arena be sure to take the time to let people know what you're good at.

It pays to be prepared before you begin to network. Think carefully about what you want to talk about. Decide what you'll answer when asked that ubiquitous question: What do you do?

Waymon says the basic networking skills are: asking good questions, listening generously, and telling stories that show what you're good at.

Anyone can learn these skills, says Waymon. “Some people say, 'I'm too shy, too introverted.'” Wrong, she says. “Anyone can learn these skills, and everyone needs to — it's a professional competency skill, no matter what your job is.”

Networking requires intention — a strategic rather than a scattershot approach. By way of illustrating that point, Waymon mentioned that someone recently said to her, “I tried networking last Thursday. It doesn't work.” That person totally missed the point. Networking is a long-term relationship, building their knowledge of you and yours of them so that you can be mutually helpful to each other.