You cannot be yourself. You’ve got to be an actor—be someone you’re not to get the media’s attention.
If this isn’t one of the biggest lies some PR people feed their prospects, I don’t know what is. And it simply sends me up the wall. It couldn’t be more untrue.
So let’s poke this lie right in the eye.
You must be and show up as yourself – the best version of yourself – but still you.