Today’s PR Toolbox is overflowing with communication opportunities including Facebook, MySpace and Twitter. We spend endless hours on our emails and texting is always available with the touch of a finger. The list of social media opportunities seem endless.

In this fast paced world all these tools help us create instant contacts and assist us in developing immediate networking opportunities. However, a critical form of communication is one that is often overlooked. When was the last time you picked up the phone and called a current or potential client or media contact? There is no substitute for verbally communicating your thoughts to another person. Have you ever had a conversation on email that has been misconstrued due to the structure of a sentence? It is easy to do when communicating through these channels, yet a quick call clears up the confusion. For as long as man has been around, verbal communication remains a tried and true form of communication for building long lasting relationships with your clients!

The success of any client relationship is created through a bond of friendship and trust. There is no better way to build this bond than to share a conversation on the phone, take a client to lunch or just call and wish them a good day! This important form of communication has a proven track record and it is critical that it continues to hold a prominent position in that ever growing PR Toolbox!