The thing about PR is this: If you're like everyone else the people you want to reach won't pay any attention to you. PR is all about showing the public how unique you are. And the media is your gateway to the public, so you have to prove to them that you're not like any expert they've worked with before that you can provide their audience with something captivating, something different from what they've experienced before. It's really easy to get lost in a sea of experts, authors and business-owners playing to what they think the media want or expect. Your PR has to show how you're different than the competition, how you can bring a fresh perspective and how you can supply pardon the clich a breath of fresh air.
Most people understand they have to brand themselves in a distinct and memorable way, and though they know this they still will put on a "professional" face instead of putting out their true self and interests. They'll hide their quirks or Achilles' heels, but here's the thing: the very people you're trying to reach also have quirks and Achilles' heels. Everyone has them; it's what makes us human and allows us to be able to relate to one another.
I'm a firm believer that people should express who they are be authentic. When it comes to PR and promotion, I know you want to be professional, but you also have to be real. The real "you" is who people will be attracted to and what makes you memorable. So look at your quirks and consider going against your instincts. Don't hide them. Figure out a way to use your quirks and brand yourself differently than the competition. Make yourself memorable and before you know it you'll be grabbing the media's attention!