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I’ve written about the telephone before, but it seems to me now that people mostly use their phones for texting, not actually talking. In fact, 32% of people prefer texting to talking. This is especially true for Millennials — 75% of them choose texting over phone calls.

But I can think of one good very reason to answer your phone: when a reporter calls. Maybe you’ve put out a press release, or maybe you published a big announcement on social media — and, yes, media outlets do monitor social media for news. If you don’t take their call, you may lose your opportunity for coverage.

Yes, they may email you, but they’re often working under a very tight deadline, so they may very well call. And if you don’t pick up the phone, you’re not going to be able to give them the info they need in time.

So the next time you’re putting out news, just pick up the phone.

–Sue Voyles