David Akinfenwa is the Head of Corporate Communications and Public Relations at Selar.
When I started writing The Public Relations Playbook, “Doing PR on a Zero or Minimal Budget for Maximum Impact” I wasn’t just trying to add another book to the long list of PR resources out there. I wanted to create something practical, relatable, and genuinely useful; a guide that startup founders, business owners, Communications and PR professionals could turn to when they needed to get results without a big budget.
My background played a huge role in shaping this book. I’ve worked on both sides of the media industry. First as a Journalist at The Guardian and Soundcity, and now leading PR for Selar, a platform for African creators. I’ve pitched stories, received pitches, and seen why many PR efforts fail. That’s exactly why I wrote this book: to bridge the gap between PR professionals and journalists and help brands tell better stories that actually get picked up by the media.
Here are some of the biggest lessons I learned throughout this journey:
Crafting a Message and Tone That Speaks to My Audience
One of the first things I knew I had to get right was the tone of the book. I wanted this to feel like a conversation anyone could read and instantly relate to.
I wrote the book the same way I’d explain PR to a founder over coffee. Simple, direct, and filled with examples. Instead of making it about abstract theories, I focused on:
- The storytelling aspect of PR because at its core, PR is about crafting narratives.
- Breaking down complex ideas into actionable steps so anyone, regardless of experience, could apply them.
- Using real-world examples from my own journey because PR isn’t just a strategy, it’s an ongoing relationship with the media.
If there’s one thing I’ve learned in PR, it’s this: people connect with stories, not strategies. That’s the approach I took with this book.
Building and Maintaining a Loyal Readership
I didn’t want to just write a book. I wanted to build a community around it. PR is an ongoing process, and I knew that people reading this book would have follow-up questions, real-life scenarios, and challenges that weren’t always covered in a single read.
To create this connection, I made sure readers could:
- Reach out with their thoughts and questions after reading each chapter from the book. I actively invite readers to send me their challenges, feedback, and areas where they need help.
- Positioning the book as a resource, not just a one-time read. I wanted readers to return to it when they needed guidance, not just finish it and move on.
- Engage beyond the book. Whether it’s through LinkedIn discussions or personal messages, I make it a point to respond and offer guidance.
Writing a book isn’t just about selling copies. For me, it’s about creating something people trust and return to.
The Editing and Revision Process: A Lesson in Letting Go
Editing this book was one of the toughest but most rewarding parts of the process.
When you spend months writing, it’s easy to feel attached to every sentence. But one thing I learned? Great writing isn’t about what you add. It’s about what you remove and understanding that clarity is key.
I went through multiple rounds of revisions,hired an editor, shared my draft with professional friends and colleagues in Public relations, cutting out anything that felt repetitive, too technical, or unnecessary. I had to remind myself:
- Clarity over complexity just because something sounds intellectual doesn’t mean it’s helpful.
- Trim the fat if a sentence doesn’t add value, it doesn’t belong.
- Feedback is everything I shared drafts with trusted peers who gave honest insights.
The best writing comes from rewriting, and this book taught me how to refine ideas until they were as clear and practical as possible.
Promoting the Book and Building an Author Platform
Once the book was done, I knew writing it was only half the job, the real challenge was getting it into the hands of the right people.
Instead of relying solely on traditional marketing, I focused on leveraging my existing platforms and relationships:
- Social media storytelling sharing my journey, key lessons, and engaging in conversations around PR challenges.
- Tapping into my network from journalists to startup founders, I reached out personally to people who would find value in the book.
- Positioning the book as a solution not just a product, but an answer to a real problem PR professionals and business owners face.
The Most Surprising Discovery: The Misconceptions About PR
The real push to write this book came from something that still surprises me to this day – many journalists still find a majority of PR pitches completely useless.
As someone who has worked both as a journalist and a PR professional, I already knew there was a disconnect. But during my research, when I spoke to journalists from BBC, Reuters, and Techpoint Africa, I realised how deep the problem actually was.
Most PR professionals believe that getting media coverage is just about sending a press release or pitching a story. But the reality is:
- Journalists are overwhelmed with pitches that don’t align with their beat or interests.
- Most pitches are promotional, not newsworthy.
- PR professionals often fail to research the journalist or publication before pitching.
This is why I dedicated an entire section of the book to storytelling and pitch drafting not just writing a pitch but understanding what makes a story newsworthy from a journalist’s perspective.
I also spent time researching and curating a list of media platforms, detailing what types of stories they are most interested in. The goal? To help PR professionals and business owners stop wasting time on pitches that go nowhere and instead craft stories that actually get picked up.
Another key lesson I explored was the misconception around Corporate Social Responsibility (CSR). Many brands treat CSR as just another PR move, but what makes CSR truly impactful isn’t the media coverage it’s the genuine value it provides to the communities involved.
I also dug deep into crisis communication an area many brands underestimate until they’re in the middle of a PR disaster. The book provides practical crisis management strategies to help businesses navigate negative press, public backlash, or brand missteps
If I could only leave you with a few pivotal truths, they would be that – PR thrives on creativity, not cash. Also, your best tool isn’t a press release, it’s a story worth remembering. Writing this book became a mirror that forced me to question my own assumptions, rethink outdated tactics, and sharpen what truly works. It’s a map for anyone tired of hearing “PR is only for those who can afford it”, and ready to prove otherwise.
I hope these pages feel less like a textbook and more like a conversation with someone who’s been in your shoes because at its core, great PR isn’t about budgets, but believing your story matters even when the odds seem stacked against you.
