Lucy Werner - Hype Yourself: A no-nonsense PR toolkit for small businesses

ENDORSEMENTS

This is simply genius. A practical, easy-to-read guide to getting coverage for your small business.

Bex Burn-Callander, former enterprise editor, The Telegraph

PR has a deservedly bad reputation, which is why this book is so important, Lucys ideas for what PR is, and what its not, serve as a blueprint for what it should, and could be. Essential bullshit-free guidance in a bullshit-rich industry. I wish wed had this book when we were starting out, in fact I wish the PR industry had read this book when it was starting out.

Sam Conniff, Author of Be More Pirate, Founder of Livity

In an industry rife with jargon and snake oil, Lucy demystifies the dark arts of PR and cuts to the chase showing founders everywhere how to get the word out faster, more authentically and without a massive price tag. An essential read for anyone who wants to build a strong profile for their business or themselves.

Jeff Taylor, Editor in Chief, Courier Media

Every small business should take its reputation seriously, and Hype Yourself is a fantastic hands-on guide for business managers up and down the country. If youre looking for a practical book to help you manage your own PR, look no further.

Francis Ingham, Director General, PRCA

What makes this book so special is Lucys clear focus and passion for delivering actionable content to small businesses. In a world where we are inundated with digital marketing campaigns, curating a more genuine connection with potential/actual customers is ever more important. This book is a beautifully written insight into how anyone can start building themselves a strong PR campaign that works for their business.

Albert Azis-Clauson, CEO & Founder of UnderPinned

Covering so much more than just PR, Hype Yourself is a must-read for any business owner wanting to build awareness in an authentic and genuine way. This book cuts the fluff and gives you straight talking PR advice that you can action before you plough any more time or money into PR. Lucys thinking is outside the traditional PR box: refreshing and inspiring.

Rosie Davies-Smith, Founder of PR Dispatch & LFA

Ive always admired Lucy and her approach towards her clients, she really knows her stuff and this book is proof of that. Having worked in the PR industry for nearly 15 years, its very refreshing to see professionals in our industry offering solutions that arent just based on the highest price point. To someone with no knowledge of the PR world, it can seem intimidating and difficult to get started however this book breaks that barrier down and makes it a world that everyone can be a part of. I would recommend this book to anyone starting their own business, it gives a clear, step by step guide to creating a full PR plan.

Nicky Marks, Managing Director, Census Wide

I first saw Lucy speak at a marketing event and was blown away with the valuable tips, tricks and hacks in the presentation so I was ready to scratch and kick to make sure I was first in line to get 200+ pages more of Lucys great PR insights! Hype yourself more than lives up to the hype the format makes it easy to understand and provides context to see how it can be implemented with great real world examples. I have been working through and preparing my PR toolkit and signposting our bootstrapping businesses to do the same! Im a full on believer of the hype and cant wait to hype myself!

Simon Magness, Enterprise Education Projects Officer,
Cass Business School

No waffle. No fluff. This book is chock-a-block with punchy, practical PR advice that will have you buzzing with ideas right from the start. Every small business needs good PR. Every small business owner needs to read this book.

Frankie Tortora, Doing It For The Kids

Its official, Im calling it The Subtle Art of Being Your Own Cheerleader! Save your money on PR stunts. This masterpiece is all you need to be your own Boss.

John Furno, General Assembly London

First published in Great Britain by Practical Inspiration Publishing, 2020

Lucy Werner, 2020

The moral rights of the author have been asserted

ISBN 978-1-78860-123-8 (print)

978-1-78860-122-1 (epub)

978-1-78860-121-4 (mobi)

All rights reserved. This book, or any portion thereof, may not be reproduced without the express written permission of the author.

Every effort has been made to trace copyright holders and to obtain their permission for the use of copyright material. The publisher apologises for any errors or omissions and would be grateful if notified of any corrections that should be incorporated in future reprints or editions of this book.

TABLE OF CONTENTS

DEDICATION

For my sunshine Hadrien, who always hypes me and
helps me to keep on hyping everyone else.

FOREWORD

Jim Cregan, co-founder of Jimmys Iced Coffee

When we launched Jimmys Iced Coffee, we had large production runs of product with a relatively short shelf life, which meant we had to do everything in our power to get the word out to as many people as possible, as quickly as possible.

And that meant becoming the ultimate company prostitute. We sold ourselves wherever we went. We would pull people over in the street to try our product, interrupt surfers returning from the waves, accountants legging it onto the tube and more, way way more.

What I love most about PR is the actual meaning of the phrase: Public Relations. The relationship we have with the public and how we want to behave around them. Its worth thinking about that. PR is so much more than just a black book and a hefty bill at The Ivy in return for a feature in a trade mag.

Lucy really understood what we were and what we stood for, making it an honest joy to work with her, and she generated some awesome hype for us. If you cant have her working with you in person, this book is the next best thing read it, then get out there and hype yourself!

INTRODUCTION

Welcome to Hype Yourself. My name is Lucy and I have over 15 years experience in communications, working both inhouse and for some of Londons top PR agencies. These days, I run a communications consultancy and training hub at www.thewern.com, for small businesses and entrepreneurs. I handle the PR and my partner does design and branding, so we are a one-stop shop to launch and grow new or independent companies.