Hype Yourself is Lucy Werner’s DIY PR book for small-business owners who want to shape a story and approach relevant media themselves.
At a glance
Best for: Founders, freelancers and creatives with work or expertise they can turn into a relevant public story.
Not ideal for: Anyone expecting guaranteed coverage or a current list of journalists to pitch without checking it.
Type: Resource
Cost: Paid book; the author’s shop lists options from £7.99.
Commitment: Read, research a suitable outlet and prepare one considered pitch.
Where: Booksellers linked from the author’s site.
The problem it helps you think through
Having something valuable to say is different from knowing why it matters to a particular audience now. The book helps you move from “I need PR” to a clear angle, relevant outlet and credible reason for someone to cover it.
What you get
A toolkit covering PR planning, story angles, media preparation, journalist research, pitching and campaign ideas. The author describes activities, checklists and advice from journalists and industry specialists.
Put it to work
Choose one piece of work or insight. In 20 minutes, write down who outside your business would care, what is timely or useful about it, what evidence you can share and one outlet whose audience matches. Check that outlet’s current coverage before drafting a pitch.
Why it’s in the Directory
It gives smaller businesses a practical way to understand PR before buying agency support or sending generic pitches. The emphasis is on making a story useful to someone else.
What it will not do
The book was published in 2020. Media formats, contacts and pitching preferences change. Verify current submission rules and permissions for case studies, images and sensitive claims. A well-prepared pitch still cannot promise coverage.
Access
Check formats, stock and current prices through the author’s shop and linked booksellers.
Review Hype Yourself buying options.
Last checked: September 2026