Hey young biz reporters, how about picking up the phone?

Real conversation with a newbie reporter a few months ago…

“Allen, I think I found that guy, but I couldn’t get him to respond on Twitter or Linkedin.”

Me: “You got a name?”

“Yes.”

Me: “You got where he lives?”

“Yes.”

Me: “Try the phone book?”

“Huh, call?”

Yes, the cold call…where the innate shyness we all have to some degree collides with the need for a comment.

But who wants to talk to a complete stranger? Especially for an awkward exchange too, like … “How does it feel to lose everything?” or “Are you really a money-laundering drug addict?”

It’s much simpler to hit a “send” button on email or social media, no? And in some cases, it’s more efficient and precise. The money-laundering drug addict can just send back the statement from her or his lawyer.

Still, there are times you need the cold call. And they do get easier with practice. Not comfortable, but easier.

But the opportunities for practice are fewer given the preponderance of our tech-based communications. That’s ironic, given the tech world is discovering the human touch is actually pretty important for quality journalism.

You’d think it’d be even more important for business journalism which, because of its dollars and cents motif, gets criticized more often than not for lacking a human touch.

So let’s work on that human aspect. Make a cold call. Be human…awkward and all.

Allen Wastler is the former managing editor of CNBC.com and the former managing editor of CNNMoney.com.