Hype Yourself

Lucy Werner is the writer behind Top 50 business newsletter Hype Yourself on Substack.With over 20 years of communications experience, she has taught hundreds of entrepreneurs through workshops and courses for creative spaces like The Futur, Bayes Business School, and the University of Arts London.She’s the author of two bestselling books, Hype Yourself and Brand Yourself, and has been featured in the Alt Marketing Power 100, The Dots Rising Stars, and Start Up Magazine’s Female Founders to Watch.She is a Domestika instructor and Adobe Express Global Ambassador, based in rural France.

• Cover PageTitle PageCopyright PageTable of ContentsEndorsementsDedicationForewordIntroductionChapter 1: PR plan 1.1 Business objectives1.2 Communications objectives1.3 Your why1.4 Audience1.5 What is unique about your business?1.6 Communications calendar1.7 Crisis Q&A Chapter 2: Master your media toolkit 2.1 One-liner2.2 Boiler plate2.3 Images2.4 Biographies2.5 Guest posts2.6 Features2.7 Press releases Chapter 3: Starting your press office 3.1 Journalist details3.2 Why help a journalist who isn’t directly related to your business?3.3 Where to look if you have a product and how to pitch3.4 Guest posts3.5 Podcasts3.6 Guest panellist3.7 Write for the national news3.8 Hosting your own event3.9 Feature pitch tips3.10 News desks3.11 Interviews and Q&As Chapter 4: The brain farts 4.1 Newsjacking4.2 Picture stories4.3 Video stories4.4 Influencer engagement4.5 Research4.6 TV4.7 Radio4.8 Social media for PR4.9 Business book Any other businessWhen to hire a PR agency or book some PR coachingDon’t believe the hype?Useful resourcesKey termsRecommended readingAcknowledgements

Absolutely in love with this. As a small biz owner the tips are truly invaluable. Proof that PR doesn’t need to cost the earth and you can do it in a way that feels right for your brand!