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Hype Yourself: A no-nonsense PR toolkit for small businesses
Hype Yourself is an invaluable toolkit for getting you and your business featured in the media: newspapers, magazines, radio and TV. Crammed full of insider advice, from the building blocks of your PR strategy to the execution of creative campaigns, it includes expert tips from journalists and industry specialists and is supported by a stack of online resources.
Lucy Werner has over fifteen years of publicity experience, including running her own specialist consultancy focused on startups and entrepreneurs. In this book she shares the secrets, strategies, trouble-shooting and techniques that she uses with her clients and for her own self-promotion.
Lucy Werner has over fifteen years of publicity experience, including running her own specialist consultancy focused on startups and entrepreneurs. In this book she shares the secrets, strategies, trouble-shooting and techniques that she uses with her clients and for her own self-promotion.
- GenresBusinessNonfiction
232 pages, Paperback
First published January 1, 2020
54 people are currently reading
357 people want to read
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Displaying 1 - 21 of 21 reviews
February 27, 2020
4.5 stars, actually.
My interest in a book like this was honed over many years from every side of the desk. As a university administrator trying to promote public and private training programs, I needed to utilize public relations to connect with my customers - business leaders and the general public. As a public relations director at an advertising agency, it was my job to convince editors that my clients had wonderful stories to tell. And as a newspaper editor, I was the one being "pitched" by anyone who had stories they wanted me to tell - wonderful or not (usually not). So when the publisher approved my request for a review copy, I was delighted. Still, armed with all that practical experience, I said to myself, "Self, if there's much of anything truly valuable in here, I'll eat my favorite pair of flip-flops."
Now I've finished reading. And let's just say those flip-flops didn't taste very good (and worse, with spring fast approaching, I'm gonna miss 'em like crazy).
Subtitled "A no-nonsense PR toolkit for small businesses," this book really is all that and more; the author has hit a home run when it comes to practical and thorough advice (put another way, I couldn't have written it better myself). Well, actually I could have in one sense; I'd like to have found more resources geared to U.S. businesses (the author and her company are based across the Pond). The points are well taken and it's easy for me to transfer the concepts to this country, but the average small business owner here likely wouldn't without some professional help.
Chapters are heavy on the how-to, from developing a public relations plan to nuts-and-bolts templates, a glossary and plenty of other resources - all geared toward teaching small business people how to "transform your business for free" (other than, of course, the cost of your time). Even for those who have no time - or don't want to spend it this way - the book is an excellent primer that provides a heads-up on what you should expect if you hire a PR professional.
The tips are spot-on when it comes to the real world; one of my bugaboos, for instance, is that while putting a positive spin on clients' news is part of any PR professional's job description, telling lies certainly is not. I've seen my share of company owners who expected the latter - and to be sure, they didn't get it from me (nor would I accept them when submitted to "my" newspaper).
The writing is interesting and interspersed with humor - I've lost count of the times I've exorcised the words, "We're excited to announce..." from news releases, for instance. The last chapter, titled "Brain Farts," refers to creative ideas that pop into your head (tying into the overall concept that defines public relations as "anything you do in the public eye"). It read like a laundry list of suggestions I've made to clients in the past - plus a few I never thought of, like podcasting (well, okay, that possibility wasn't even around back then, so I'll cut myself a little slack here).
My bottom line? Reading this book and learning how to get positive exposure for your business could help your bottom line. At under 200 pages, it won't take long to finish, but the return-on-investment possibilities if you follow even some of the advice are well worth your time.
My interest in a book like this was honed over many years from every side of the desk. As a university administrator trying to promote public and private training programs, I needed to utilize public relations to connect with my customers - business leaders and the general public. As a public relations director at an advertising agency, it was my job to convince editors that my clients had wonderful stories to tell. And as a newspaper editor, I was the one being "pitched" by anyone who had stories they wanted me to tell - wonderful or not (usually not). So when the publisher approved my request for a review copy, I was delighted. Still, armed with all that practical experience, I said to myself, "Self, if there's much of anything truly valuable in here, I'll eat my favorite pair of flip-flops."
Now I've finished reading. And let's just say those flip-flops didn't taste very good (and worse, with spring fast approaching, I'm gonna miss 'em like crazy).
Subtitled "A no-nonsense PR toolkit for small businesses," this book really is all that and more; the author has hit a home run when it comes to practical and thorough advice (put another way, I couldn't have written it better myself). Well, actually I could have in one sense; I'd like to have found more resources geared to U.S. businesses (the author and her company are based across the Pond). The points are well taken and it's easy for me to transfer the concepts to this country, but the average small business owner here likely wouldn't without some professional help.
Chapters are heavy on the how-to, from developing a public relations plan to nuts-and-bolts templates, a glossary and plenty of other resources - all geared toward teaching small business people how to "transform your business for free" (other than, of course, the cost of your time). Even for those who have no time - or don't want to spend it this way - the book is an excellent primer that provides a heads-up on what you should expect if you hire a PR professional.
The tips are spot-on when it comes to the real world; one of my bugaboos, for instance, is that while putting a positive spin on clients' news is part of any PR professional's job description, telling lies certainly is not. I've seen my share of company owners who expected the latter - and to be sure, they didn't get it from me (nor would I accept them when submitted to "my" newspaper).
The writing is interesting and interspersed with humor - I've lost count of the times I've exorcised the words, "We're excited to announce..." from news releases, for instance. The last chapter, titled "Brain Farts," refers to creative ideas that pop into your head (tying into the overall concept that defines public relations as "anything you do in the public eye"). It read like a laundry list of suggestions I've made to clients in the past - plus a few I never thought of, like podcasting (well, okay, that possibility wasn't even around back then, so I'll cut myself a little slack here).
My bottom line? Reading this book and learning how to get positive exposure for your business could help your bottom line. At under 200 pages, it won't take long to finish, but the return-on-investment possibilities if you follow even some of the advice are well worth your time.
January 17, 2022
Elementary but well organised.
April 28, 2021
I was really considering another expensive course or membership to help me build a good launch for my upcoming product, but a few sources recommended me this book, and I am so so grateful.
My eyes have been OPENED to what used to be an elusive PR system. Previously, I could never understand how successful brands were getting their products and services featured by these big websites, magazines and the like. Now I understand how they have probably done it, and how I can do it too.
The free printables and booklets referenced in the book have also been incredibly useful in really evaluating what I need to do to elevate my store.
I would definitely recommend this book to other small businesses looking to elevate their brands and understand how to get those features! Lucy is sharing gems throughout which will help you structure a media kit and truly hype yourself in front of the right audience.
My eyes have been OPENED to what used to be an elusive PR system. Previously, I could never understand how successful brands were getting their products and services featured by these big websites, magazines and the like. Now I understand how they have probably done it, and how I can do it too.
The free printables and booklets referenced in the book have also been incredibly useful in really evaluating what I need to do to elevate my store.
I would definitely recommend this book to other small businesses looking to elevate their brands and understand how to get those features! Lucy is sharing gems throughout which will help you structure a media kit and truly hype yourself in front of the right audience.
July 9, 2020
I was recommended this book by a participant at a marketing webinar, and I am very glad that i took their advice. I am at the start of my PR journey, but I feel that this book is going to be a massive help to me on the marketing road. I got a bit bogged down in the later chapters, but the first half of the book is great for focussing the mind and helping you pick out what is unique and marketable about your business. The exercises are useful and fun. Only negative - I normally love case studies but I didn't find the ones in the book that inspiring. That's a small point next to the usefulness of the rest of the book.
May 12, 2021
I can appreciate that a lot of knowledge and experience went into this book. Unfortunately, the content didn't live up to expectations. Most of the book is written as an endless series of questions to answer. This makes it exhausting to read. There's no big picture, no real nuggets of insight, no inspiring examples, nothing that can really carry the reader along on a journey. This would have worked better as a companion workbook to a more engagingly written introduction to PR.
January 4, 2020
I needed this book in my life right now! It's an easy to understand guide to promoting your business and yourself. It starts with the basics, of defining what your business is, what it provides, and who your customer is. The tone is positive and encouraging, yet also no nonsense. The writing is straight forward and complicated jargon is broken down for newbies like me. I went to the website and downloaded the pdfs mentioned in the book to complete the exercises. I started the first couple, and will definitely be returning to the book to finish the process. I learned a ton here, some that I will began implementing immediately in my work to grow and monetize my book blog.
Lucy's writing style had me jazzed up about some information that I'd read before and found daunting or boring. I feel affirmed that I'm on the right path, and my energy is renewed in believing that I am capable of doing the hard work to grow my business.
I highly recommend this guide for anyone wanting to learn more about promoting themselves!
Many thanks to NetGalley for my advanced copy of this book in exchange for my honest review.
Lucy's writing style had me jazzed up about some information that I'd read before and found daunting or boring. I feel affirmed that I'm on the right path, and my energy is renewed in believing that I am capable of doing the hard work to grow my business.
I highly recommend this guide for anyone wanting to learn more about promoting themselves!
Many thanks to NetGalley for my advanced copy of this book in exchange for my honest review.
March 8, 2024
Pitched (!) as a no nonsense guide to PR for small businesses, it (mostly) does what it says on the tin with very practical advice on planning and implementing PR. An interesting and punchy read on this topic.
There are lots of mini case studies, checklists and practical direct advice. I felt any business owner would come away with many ideas on this.
There were a few times the writing got a bit rambly (which would challenge the no-nonsense of the title) but not that often and it’s mostly sharp and to the point.
Given where the author’s business is based it has a definite London / UK focus in terms of the businesses and media contact points. However, you could still take her general principles and with a bit of research, find the equivalents where you live.
I came away with this with lots of ideas and I enjoyed the practical and helpful tone of it. Worth a read if you’re looking to do more PR for your business.
There are lots of mini case studies, checklists and practical direct advice. I felt any business owner would come away with many ideas on this.
There were a few times the writing got a bit rambly (which would challenge the no-nonsense of the title) but not that often and it’s mostly sharp and to the point.
Given where the author’s business is based it has a definite London / UK focus in terms of the businesses and media contact points. However, you could still take her general principles and with a bit of research, find the equivalents where you live.
I came away with this with lots of ideas and I enjoyed the practical and helpful tone of it. Worth a read if you’re looking to do more PR for your business.
March 24, 2020
An excellent book that teaches you about how to promote yourself, your product or your business in a noisy world, without spending millions. The author calls herself “anti PR” and handholds you through the entire process, complete with checklists and templates.
Every reader will benefit from reading this book, whether you are (1) an author trying to increase book sales, (2) blogger who wants more traffic, (3) an entrepreneur who wants more revenue/ market share, or (4) just a normal person who wants to boost their personal brand or bag a promotion.
The action items take some time and effort, but are worth every minute spent - these methods WORK and will help you exponentially improve your odds of success. I only wish this book year had been available years earlier during my stint as a freelancer, and initial days as a blogger.
Every reader will benefit from reading this book, whether you are (1) an author trying to increase book sales, (2) blogger who wants more traffic, (3) an entrepreneur who wants more revenue/ market share, or (4) just a normal person who wants to boost their personal brand or bag a promotion.
The action items take some time and effort, but are worth every minute spent - these methods WORK and will help you exponentially improve your odds of success. I only wish this book year had been available years earlier during my stint as a freelancer, and initial days as a blogger.
August 7, 2021
Starting a business? Start with this book because it explains exactly how to build you company's brand from scratch including colors, fonts, logos, vision, mission, purpose, etc. It is important to do this right from the beginning of your startup journey. Cherry on top is your personal brand. When you are a CEO of your startup, your personal brand is closely connected to your company's brand. You will find out how to work on it too.
Brand yourself is a great book to enjoy and learn from.
Brand yourself is a great book to enjoy and learn from.
August 7, 2022
A book full of useful information and top tips on how to be your own PR agency, and indeed how not to be. If you’re a business owner or leader, you are bound to find some helpful pointers in this book. Well laid out, and easy to read (as in not like reading a text book!) this is worth having on your shelf both as inspiration on how to access PR opportunities and also guidance for when PR opportunities land.
August 4, 2022
Werner does a wonderful job explaining PR in truly a no nonsense way. She makes PR super easy to understand and act on. This book gave me the knowledge I needed to fully feel confident promoting myself. The same week I put her tips into action I got a guest post opportunity on a popular blog!
April 14, 2025
Really loved this book, so many great pointers about promoting yourself - especially getting over the fear of being repetitive or tooting your own horn. The author's Substack is an incredible resource too!
January 26, 2020
An excellent business book that I highly recommend freelancers, business owners and start-ups read. I learned so much! And the book was easy and fun to read. Perfect.
April 27, 2020
Manages to de-mystify the world of PR and communications, with clear objectives and relatable examples. Open and honest, essential for all those working in this industry or those running an SME.
September 12, 2021
Really simple to digest with pretty good tips on how to build the narrative around your personal brand.
October 15, 2021
Very simple book about PR.
December 21, 2022
Some good tips for startups and side-hustles, and very useful as a primer on essential comms activities
July 3, 2024
Very great book with lots of useful and easy to put to action advices
August 24, 2024
Fabulous read, packed with easy #DIY hype tips!
September 1, 2024
Simple, readable and a really good intro into PR for small businesses
January 29, 2025
Good concepts but wanted more from it
Displaying 1 - 21 of 21 reviews