Calling media is never easy. Some aren’t nice. Some don’t care. Some are on deadline. Most prefer passive email. (And what’s up with those still using fax machines? Hello, the forests are thinning!) I’m not a passive PR person. I like to make connections and make them matter. And each time I need to hook an editor into a story, I know I need to call. And each time I need to call, I pump myself up. Every second counts. Each word matters. And you rarely get a second chance.

If I had to choose one video to explain how I feel with each phone call, I’d choose this one (I know it’s also a speech from Any Given Sunday, but I’m a rugby player):