Hire experts.

My logistical skills are lacking, so two brilliant women cross every T and dot every I for me, and I’m atrocious at salary negotiation, so I have a savvy manager who handles that part with grace and professionalism. Don’t assume that you can do an hour of reading on the internet and suddenly become as good at social media as someone with years of experience. Find an expert and treat them well. Also, once you hire an expert, let them do their job. If you hire a PR professional and you get an email asking you to do a podcast interview, forward it to your PR rep. Don’t interfere with their work.