Pushy people get publicity (4)
I believe the answer is:
'publicity' is the definition.
(I know that hype is a type of publicity)
'pushy people get' is the wordplay.
'get' indicates the answer is hidden within the clue (I've seen 'gets' mean this).
'HYPE' can be found hidden inside 'pushy people'.
(Other definitions for hype that I've seen before include "Agitate" , "Extravagant promotion of a person or product" , "Advert" , "Extravagant publicity or promotion" , "Blatant or sensational promotion" .)