Category: Business, Entrepreneurship, Sales and marketing
Publication date: January 9, 2020
Extent: 228 pages

Hype Yourself

A no-nonsense PR toolkit for small businesses

Lucy Werner



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 & 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. For more information follow @wernchat or visit


This is a really useful book for any small business to keep on their shelf as a reference and help guide. It addresses a variety of ways for getting yourself out there and using the best media possible that is suited to your own business. It well written and is easy to follow and read. It is a book that will be useful to many and at the very least will get you thinking about what you could improve and include in your own strategy.


I thought this was a really approachable and easy to read book with lots of practical advice. I will be recommending this book to any new entrepreneurs or business people that come to the library looking for advice on PR etc.


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 one!


Bloody love this book! I read it in 3 sittings and have taken so many tips from it. Lucy points to so many things a business owner can do to Hype themselves, some obvious, some less so, but all completely do-able. I have set myself up a PR action plan for 2020 and am excited about what lies ahead.

Loved this book! Lucy is very talented. Often I find PR/marketing books a little vague, but Hype Yourself is super practical. Perfect for small biz owners or anyone looking to grow their personal brand…

Love this practical guide to PR. I find the whole subject overwhelming as a small business owner with no experience in the field. This book helped break things down in to straightforward tasks. It’s fun, light-hearted and motivates me massively. Id recommend it for any small business or start up if you need a helpful, accessible guide to doing your own PR.

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!

Amazing easy to follow and easy to put in to practice guide! 5 stars!

I can honestly say that this book has exceeded my expectations. It is fun, smart and extremely useful. It is packed with practical tips that actually work! Buy it, you will not regret it.

If you are in business you need this book. FULL STOP. Lucy manages to break down the dark art of PR into a clear, highly actionable plan that we are immediately implementing into our business. She share secrets that I’m sure some aren’t so happy with – but for any business or entrepreneur, this is an absolute must buy.

I love this book, it’s so practical and motivating. It’s packed full of ideas to help you get your small business in front of the right people, not just through traditional PR but by appearing on podcasts, writing guest blog posts, collaborating with influencers, putting on events and all sorts of other creative ways to grow your authority in your field. It gives you the practical tools you need to not only find these opportunities, but to execute them really well and get a great return on your time investment. As that’s often all it takes; big budgets are not at all required to get good use out of this book!
Lucy walks you through everything in such a friendly and accessible way, and makes the whole idea of PR seem way less scary! This book has shown me that we are all more capable than we think of getting press coverage for our businesses, and the tools inside have empowered me to go out and start creating those opportunities for myself straight away! Thank you for sharing your knowledge so generously, Lucy!

I LOVED this book! Must-read for any publicist in the business. It is a treasure trove of information.


Buy this book if you are a small business without the budget for a PR agency. It will help you enormously, and provide great insight if you are working with small business clients in other areas of their business. It’s jargon free, or rather, it explains the jargon of journalists so you can speak their language and secure coverage.
A must-read. Highly recommended.

Fabulous book – has helped me build my business not ‘just’ PR. Managed to bag an evening standard interview within a week of using Lucy’s advice – and much more to come

This book is brilliant — absolutely packed full of practical advice that you can use straightaway. An absolute must-read for small business owners like me. Buy it!

This book is really fantastic! I’ve read a lot of PR books which tell you ‘why’ you need to do PR and focus around Press Releases. This book tells you exactly ‘how’ to do your own PR and really helps you to shape your business and communications strategy along the way. Full of golden nuggets such as Twitter lists of amazing journalists to follow and a FB group where they all hang out – Lucy writes in a personable and fresh style which is accessible to everyone. I can 100% recommend – in fact I’m reading it for a 2nd time to get the benefit of its infinite wisdom!

This book is awesome. It tells you everything you need to know to do your own PR. As its title suggests, it’s no nonsense, super straightforward, step-by-step and no fluff and is laid out in a really clear way, so you can dip in and out as you need. Gold dust.

I think we can safely say that all three of our book reviewers loved Hype Yourself. It seems that the no-nonsense, jargon free approach has won them over. If you’d like a better understanding of how PR can help your business, this is the book for you.”



“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 “PR has a deservedly bad reputation, which is why this book is so important: Lucy’s ideas for what PR is, and what it’s not, serve as a blueprint for what it should, and could be. Essential bullshit-free guidance in a bullshit-rich industry. I wish we’d 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 Allende, Author of Be More Pirate, Founder of Livity, Digify “The world of PR is often seen as a scary black box that is exclusively for big companies with influential networks. Well, Lucy takes a crowbar to that black box and shovels the contents straight into the world of small businesses. Lucy brings to light a plethora of actionable and approachable options for businesses built off the back of a wealth of experience and knowledge. What makes this book so special is Lucy’s 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 @ UnderPinned “This is simply genius. A practical, easy-to-read guide to getting coverage for your small business.” – Bex Burn-Callander, former enterprise editor of The Telegraph “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 you’re looking for a practical book to help you manage your own PR, look no further.” – Francis Ingham, PRCA Director General “I’ve 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, it’s very refreshing to see professionals in our industry offering solutions that aren’t 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, Censuswide

“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. Lucy’s thinking is outside the traditional PR box: refreshing and inspiring.” – Rosie Davies-Smith, Founder, PR Dispatch & LFA

PR has a deservedly bad reputation, which is why this book is so important, Lucy’s ideas for what PR is, and what it’s not, serve as a blueprint for what it should, and could be. Essential bullshit-free guidance in a bullshit-rich industry. I wish we’d 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




Ebook / 9781788601221 / January 9, 2020 / £7.99

Paperback / 9781788601238 / January 9, 2020 / £14.99

Paperback and eBook Bundle / £16.99


Lucy Werner

Helping founders get famous.
I’m the founder of The Wern, a PR & design consultancy for startups. In May 2020, I launched, an online DIY platform for small businesses to learn how to build their brand and do publicity for themselves.
I’ve taught hundreds of entrepreneurs through workshops and talks for Cass Business School, Courier magazine, Hatch Enterprise, UAL & UCL.
I’ve also written two bestselling books, Hype Yourself and Brand Yourself. Most recently named a Startups 21 most influential women of 2021 and The Dots 100 Rising Stars two years in a row. I’m also an Adobe Express global ambassador and Domestika instructor.