One of my favorite books of late is If You Have to Cry Go Outside and Other Things Your Mother Never Told You by PR fashion mogul, Kelly Cutrone. I love this woman, her style and her fierce comeback after a few years of being, shall we say, "sidetracked." It's a must-read for any PR or marketing professional (or wannabe).

In her book, Cutrone talks about the importance of "giving good phone," and I couldn't agree more. In today's digital environment, it can be easy to hide behind email, text messages, Facebook, Twitter, LinkedIn or a myriad of other communication tools. These social networking programs are great and have a definite place in the world of marketing and public relations, but there is absolutely no substitute for picking up the phone and having a conversation---whether its with an editor, reporter, or (God forbid), your actual clients.

You see, people still value relationships and respond to the human voice. In our agency, we don't leave a voice mail unless we've called at least three times at various times of the day in an attempt to reach a media contact. Then, what the heck? At that point, it’s okay to leave a message so your contact can at least put a real-live voice with an email pitch. It might actually prompt someone to go back and OPEN your email! Keep it brief and to the point, but follow-up is mandatory. Issuing a press release without follow-up is kind of like a tree falling in a forest. Did it actually make noise if no one was there to hear it?

So, get off your iPad, Blackberry or laptop and GIVE SOME GOOD PHONE.

Posted by: Kelly Fletcher