Are they a pointless show of false politeness and marketing babble - or the chance to really make your business successful? Rob Hyde gives the low-down on the do's and don'ts for HR professionals attending a conference or networking event.

• Basic points
• How to approach sessions and presentations
• How to approach the networking event

Basic points

Dress

Both men and women should arrive in professional attire. A suit and tie for men, while a trouser suit, blouse and skirt, co-ordinated separates, or tailored pants with a sweater set are options for women.

Writing material

Bring a pen, clipboard and paper to take notes. Although the company hosting the event will likely provide these materials, along with mineral water and perhaps an array of sweets, you will not make a good impression if you have to ask for a pen when surrounded by a crowd of business professionals.

Keep objectives in mind

Are you there because you think you should be going or to get something from it? Hopefully, your answer is the latter - and if so, what is it you want to get?

A long and intricate wish list may overwhelm you. If this happens, you could leave feeling you failed.

The best strategy is to set realistic targets - two, maybe three, but no more. These could include learning about new trends in the sector, finding ways of increasing your company's profile in the community, increasing your network of industry contacts, or gathering relevant statistics on certain themes, such as expatriate mobility or cost of living reports.

Promote your company with discretion

You are there because you want to increase your contact network with a view to meeting like-minded people, get a feel for current HR issues, promote your company and possibly build strategic relationships.

Rather than bombard people with information, give them information in piecemeal and make them want to learn more and ask questions themselves.

There is nothing less off-putting than someone who taps you on the shoulder, slaps a business card in your hand and tells you how much the company sales have soared this quarter.

If this happens, it may still be worth pursuing a conversation and seeing if they are interested in hearing about your company. But if they are not interested in listening or simply showing off, you can change the topic, gracefully exit, or introduce the person to someone else.

Talk to the press - really

HR professionals should do all they can to build up relations with journalists, especially if they write about corporate or HR-related issues.

If the press is attending the conference, one of the best things you can do is to get off on a good-footing with them and introduce yourself rather than shunning or avoiding them.

Asking questions

Note down questions as they come to you during the presentation. This way you are ready to pose them at the when the Question and Answers (Q&A) session begins.

Even if you are not really interested in what is being said, challenge yourself to come up with a question you can ask. As long it is relevant to the material spoken, it is a valid point.

Free publicity

Moreover, when the conference organiser comes around with the microphone, you have the chance for everyone in the room to hear your name and your company name.

It's free and professional publicity, and some attendees may note down your company name.

If you are invited to ask questions during the presentation, and it is clear that the session functions more as a discussion forum than a speech, then do ask questions.

By doing this, you actually steer the audiences' line of thought in the direction of your company's developments.

Don't steal the show

Do make sure, though, not to go overboard. This is not your presentation and simply spouting marketing babble will irritate everyone present.

Listen to what is said, then find a point that you can relate to your company's activities. Next, ask a question whose answer will benefit all attendees.

Titles

Remember, you can also make a good impression by using a speaker's professional title. The British will love it as it only occurs rarely in the UK and it is highly flattering. However, Germans and Austrians are used to it on a daily basis and expect it. They could well even be offended if you don't use their official title.

An example of such a question, complete with your own introduction would be something like this:

"My name's Angelika van Wijk and I'm the HR director for EMG (Euro Marketing & Business) in The Netherlands. Dr. Smith, I was interested by the point you raised about the importance of expatriate tax benefits."