I have been finding that with DS. In the end I just cuddle him until he is asleep (or on the verge of sleep) as the cries just get louder if I don't pick him up. I figure he wants to know mummy is there, so he gets the cuddles. It is also a lot quicker than the other methods for getting him to sleep if he is worked up.

I figure as they get older they can learn the skills of settling themselves without the cuddles, but I like to do what works to keep him calm, as it tends to result in better sleeps.