When I decided to study public relations, I knew something had to change in me. I was never a very outgoing person and I wasn't one to talk to strangers. To be a public relations professional, you need the ability to strike up a conversation with anyone, anywhere. Part of maintaining a good reputation comes from how you relate to others and who you relate to. Little by little, I have come to understand the importance of personal branding and how it can help you open doors in your career. 

In the two years I have been studying, I have learned a lot not only about my career, but also about myself. I am currently studying at St. Edwards University in Austin, Texas. But this semester I decided to come to Florence, Italy to continue my studies. Here at Florence University of the Arts (FUA), I have been able to explore the subject from different perspectives. I have understood that it is important to take risks and constantly challenge yourself to improve. And this does not happen overnight; you have to step out of your comfort zone. For example, since I was very shy about talking to people in general, I set myself small challenges, such as talking to the Uber driver about how I was never going to go back in my life or smiling at someone on the street. Brick by brick, you build self-confidence, and it helps you go a long way. I truly believe that working on myself has brought me to where I am now: studying a semester in Italy and meeting people from all over the world, with different stories and goals in life. 

At FUA, I am learning much more than I expected in classes such as PR Strategies, Communicating in Italian, Florentine Art Walks and Intro to PR. These classes are not just about sitting and listening to the teacher; they make the class an experience where you get hands-on learning from a different perspective. I have always believed that the best way to learn anything is by experiencing it, and I think FUA understands this ideology perfectly. A perfect example was when my Intro to PR class was taken to an art gallery and introduced to the gallery director, who gave us insight into what public relations is like in the art industry. This was an enriching experience, but also an excellent networking opportunity. 

First of all, I want to start by explaining what networking is, what personal branding is and what public relations is. In the professional work environment, no matter what you do, you build a network of relationships with people in the industry or people who might help you and whom you might help in the future. These relationships provide you with information, connections, opportunities, collaborations and more. It can also be seen from an academic perspective. And the mindset you can have is that you never know if the person you’re meeting today might be someone who helps you later on. Always stay professional, stay true to yourself, and be kind to everyone. I have experienced this through the years. For example, at my old school I used to get along very well with all my teachers. When I turned 16, I decided I wanted to get my first job and it was really easy to find a summer job through my teachers. Another example is when I was able to become a PR officer of the PRSSA club at my school because I had a good relationship with my PR peers. This really puts into perspective how you don't have to be a comm major to learn about networking. 

Now, why is networking so important during your semester abroad? You’re opening doors to opportunities. I spoke with FUA Professor Constanza Savelloni, asking her what the advantages of networking during a semester abroad are, and she answered, “You gain exposure to different ways of thinking, open doors to opportunities, and form connections that could shape your career.”

Specifically speaking about Florence, it’s a city that is very rich in culture, art, fashion, cuisine, among others. Meeting people from different parts of the world opens possibilities that not everyone gets. But it also teaches you a lot. It teaches you different perspectives in your industry that people have depending on their own experiences and learnings. At the same time that you’re discovering new things, you also teach new things to the people you connect with, and that makes it more than just building contacts; it becomes a cultural and knowledge exchange. It’s also an opportunity to step out of your comfort zone and do things you wouldn’t have done before.

During your entire time abroad, it’s imperative to keep the concept of networking at the top of your mind and stay alert to possible opportunities so you don’t miss them. One of the things I regret most is not connecting with someone because of embarrassment or fear of rejection. In my Intro to Public Relations class, Professor Constanza took us to the Tornabuoni Gallery here in Florence. It was an experience I wouldn’t have been able to have anywhere else. The class started in the gallery, and we were introduced to Ursula, one of the few gallery employees who is partly in charge of doing public relations everything from organizing and attending events to writing press releases and directly dealing with clients.

It was a very interesting class where we learned the insights behind selling an art piece, how the industry works at important events, and we even learned the process of setting up an exhibition. Since this is the industry I’m interested in, I made sure to ask every question I could; it was a unique and enriching experience. I learned that at major Art Basel events, it’s not that easy to simply be part of it. You have to submit an application ahead of time, pay, research what other galleries and collectors are going to bring, and it’s super important to have connections inside in order to sell pieces and find new clients. Asking questions also helped me stand out. In fact, at the end, they even let us go into the storage room, which is something very uncommon.

My mistake was not talking to Ursula directly. I had already stood out by showing interest through my questions and my curiosity about everything she explained. But in the end, my insecurities got the best of me and I didn’t dare. I didn’t dare because I thought I didn’t have much to offer and I didn’t know exactly how to make the first approach. Moral of the story: trust your instincts and be yourself.

That reminds me of when I first started the class. As soon as I found out that the professor had my dream job, I knew I wanted to talk to her. I set up a meeting in a super nice café, and we talked about life. I asked her about her career, and I told her about my plans. And I think the best advice she gave me was to be myself, because when people in the industry see that a young person is genuinely interested in what they do, they usually respond well.

The point of all this is that you enjoy it while you’re doing it. In class, we learned how public relations operates in different fields, and if there’s something I learned, it’s that public relations exists everywhere: politics, fashion, art, sports, entertainment, the list goes on.

Also, in my Public Relations Strategies class, I learned these concepts in more depth. I clearly remember the class where we learned about public relations in fashion, and specifically, we did an analysis of the fashion events that take place in Florence. And you really understand how having good relationships with people in your field, and even in other areas, can help you. For example, how Ferragamo was born. His story can be summed up like this: since he was little, he was passionate about making shoes, to the point that he went to the United States to make them. He worked in a workshop and started becoming famous there; through word of mouth he grew more and more recognized. His passion for fixing and making shoes helped him build strong relationships with his clients and become successful, and that inspired him to return to Florence and open his first store. His story is moving because it shows how passion, determination and good connections can take you very far. All the classes I’ve taken have added to my knowledge in this incredible world and have given me confidence in myself to connect with others.

Even though it sounds really easy to just show up and start talking to people in your industry, there are things you need to take into account. In the interview, I asked Professor Savelloni about some challenges she thinks international students might face. Even if you don’t realize it, it’s not enough to simply put on your best face. Communication studies tell us that in the communication cycle, there is something called noise. Noise refers to things external to the sender and the receiver that can interfere with the message and how the person interprets it. This can be literal, such as a lot of noise in the environment, but it can also be cultural issues, interpretation issues, if the receiver is very distracted, among other things.

“It’s normal to feel shy, unsure about cultural norms, or intimidated by busy professionals. You might not always know where to start or how to make that first move but every small step counts, and even brief conversations can grow into meaningful connections over time,” said Professor Savelloni.

One piece of advice she gave me during our conversation at the school's Fedora Café is to always research the cultural norms of the place you’re in beforehand. I think this is advice that all of us receive before starting the adventure of studying abroad. I remember perfectly how students who had already done their exchange the previous semester told us about the cultural shocks they experienced. For example, many were surprised by how close the relationships were between students and teachers, or even by the schedules that people followed in the country they lived in. Such as the famous siesta hour in Spain, or the importance of always greeting in France when you’re about to order something.

Professor Savelloni said that understanding how people communicate and what the expected etiquette is not only helps you communicate better, but also shows respect and curiosity, which makes you more noticeable. Believe me, if you do this, you’ll be able to have more natural, comfortable and meaningful interactions.

The best advice that Professor Savelloni gives to all of us students who are going to study in another country, is to be proactive. She suggests that we stay as aware and alert as possible. Keep an eye out for events that might interest you or where you think interesting people might be, go to workshops at school or ones you see advertised. Along with this, you can’t just show up without any preparation. To have more successful outcomes, you need to do research.

For example, if it’s an event or an art exhibition, first research the gallery, its history and why it is known. Then look into who will be there; gallery staff, important stakeholders, the artist or artists being exhibited. On top of that, research what the event is about and why it matters to you; try to connect your own knowledge and/or experiences with the event. Prepare questions you could use when meeting someone to show your interest and admiration for that person. Remember that as a student, you’re just getting started, and any knowledge that someone in the industry can share with you is one of the most valuable things you can have. Appreciate and use wisely all the information they are willing to share with you. All of this will help you create a truly meaningful connection rather than just meeting people for the sake of meeting them.

When we meet someone, sometimes our nerves get the best of us. If we want someone to like us, we run the risk of losing ourselves just to please others. And that’s not what it’s about, it's important to be true to yourself. Something I’ve learned is that even if they’re experts in the industry, they usually enjoy meeting young people who are passionate and interested in their careers. What stands out the most is authenticity: sharing your ideas and your thoughts. Don’t try to be someone you’re not.

This topic goes hand in hand with personal branding. I’m sure there are many people who can talk about it in more depth than myself, but in summary, personal branding refers to strategies for creating your personal image, what makes you different and how you show your values and professional knowledge. The last question I asked Professor Constanza Savelloni was: How can you relate networking to personal branding? And her answer was, “Every interaction shapes how others see you. Networking abroad helps you express your values, curiosity, and adaptability. It’s an opportunity to create a consistent personal brand that reflects the best version of yourself, both personally and professionally.”

This is great advice for all of us who travel to another country to study and want to make the most out of it.

For me, it has been incredibly fun and interesting to learn more about my career, public relations, in such an amazing country and in such an innovative, welcoming, and dynamic school. It has been very valuable for me to learn from professors who are so prepared with professional experience to back, and who have taught us so much through these experiences. Networking is definitely an important part we should keep in mind when we go to another country, because we never know where it can take us. If we’ve already come this far, just imagine how much further a meaningful connection can take us.