***BUSINESS BOOK AWARDS 2021 SHORTLISTED TITLE***
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 is founder of The Wern, a PR and branding consultancy and training hub for startups, entrepreneurs and independent brands. She is also a writer, speaker, blogger, teacher and podcaster on all things brand building for small businesses.
Cover Page
Title Page
Copyright Page
Table of Contents
Endorsements
Dedication
Foreword
Introduction
Chapter 1: PR plan
1.1 Business objectives
1.2 Communications objectives
1.3 Your why
1.4 Audience
1.5 What is unique about your business?
1.6 Communications calendar
1.7 Crisis Q&A
Chapter 2: Master your media toolkit
2.1 One-liner
2.2 Boiler plate
2.3 Images
2.4 Biographies
2.5 Guest posts
2.6 Features
2.7 Press releases
Chapter 3: Starting your press office
3.1 Journalist details
3.2 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 pitch
3.4 Guest posts
3.5 Podcasts
3.6 Guest panellist
3.7 Write for the national news
3.8 Hosting your own event
3.9 Feature pitch tips
3.10 News desks
3.11 Interviews and Q&As
Chapter 4: The brain farts
4.1 Newsjacking
4.2 Picture stories
4.3 Video stories
4.4 Influencer engagement
4.5 Research
4.6 TV
4.7 Radio
4.8 Social media for PR
4.9 Business book
Any other business
When to hire a PR agency or book some PR coaching
Don't believe the hype?
Useful resources
Key terms
Recommended reading
Acknowledgements
