How can we - as writers, artists, and activists - develop media and public relations personas to give voice to our research findings and urgent causes? This media guidebook draws on my experience and practical insights that I have used for successful media outreach and that was shared in my media workshop Scholars as Critics. It is aimed at those who are advocating for a cause, where personal values act as grounding principles and go hand-in-hand with competence. The learning outcomes of this guide include: 1) An introduction to media and public relations 2) Determining whether you need a publicist 3) Understanding why academics should become media critics 4) Appreciating the importance of using social and traditional media to build your brand.