Last week’s theme, cut short by my Internet connection FAIL, is basically summed up: “You have to do it, but you don’t have to do it alone.”

By “it” I mean communicating in a proactive way, every day, via a few of the wonderful yet relentless tools we have at our disposal. I had covered e-mail (specifically media requests) and Facebook.

A couple people emailed me privately regarding my suggestion that they delegate these tasks to someone else. “I just don’t have anyone on my staff I can trust to do anything,” one person said.

For realz? You mean to say you’ve hired so many zombies that you don’t have one measly person on your staff that can read an email from a media person — say, for a photo shoot request — then walk over to you, ask if you are available at the time of the request and then walk back to the computer to type, “Yes, thanks, that would be fantastic!!”

I can’t help you. And you clearly need help.

The good news, though, is that three of my clients actually ended up recognizing that 1) they really did have someone on staff they liked, 2) they could pay that person a little to keep the motivation going, and 3) that the person they identified was both perfect for the job and excited about the opportunity.

A fourth client asked me to help solve the problem and I found that client a reasonable hourly person to help out five hours a week.

What it came down to was this: We all like to think that we are better than anyone else at our own tasks. We also all have had a lot of people mess things up, let us down and even embarrass the hell out of us by acting moronically on our behalf.

It blows.

But not having enough customers to pay the bills blows even more. So suck it up, chef, and recognize that one person at least trying to do these things is better than your not doing it at all.