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Just about every guest on the very popular business program
"The Big Idea with Donny Deutsch" on CNBC, 10pm ET, cites ONE thing that
propelled his or her business. What was it? The answer is: Publicity, PR!
It's the one common theme that runs through the entire program. As a
publicist I've known this for years. I've seen media exposure launch
everything from new medical procedures to special events and inventions.
Why does it work? It works because PR is the bridge that connects large
audiences with a single person with The Big Idea. How do you get it? You
can do it yourself up to a point or allocate some money for a publicist.
That's because having The Big Idea is not enough to produce success. The
Big Idea must be shared with consumers, buyers, producers, manufacturers,
readers, patients, literary critics; whomever is the desired audience. And
that's clear whenever you listen to guests on "The Big Idea with Donny
Deutsch." Hooters Restaurants did not draw diners until the founding
partners, a bunch of drinking buddies, convinced a bikini contest winner
to pose for a Hooters billboard. At the same time, the partners got media
coverage about a sports celebrity who ate regularly at the restaurant.
Overnight, the lines for seating began to form at the original Hooters
which is now a billion-dollar corporation with restaurants around the
world.Danny Deutsch himself illustrates how PR can transform The Big Idea
into the American Dream come true; doing what you love and making
millions! Deutsch, also an expert in publicity, transformed his small
advertising business into one of America's top 10 agencies and now heads a
$2.8 billion full-service agency serving such clients as Johnson &
Johnson, GM, IKEA, and DirecTV. Deutsch continues to use PR to grow his
agency by writing books and establishing himself as an expert with his
CNBC TV show.Another guest on "The Big Idea" that warrants mention is
Raphael Yakoby who seven years ago was a college dropout without business
experience. The only thing he had was The Big Idea and the skills to tell
his story. He created the first blue liqueur and ignoring advice that
no-one would buy a blue beverage, sold his apartment, moved in with his
parents, and grew the business; which he sold in 2003 for $50 million. He
used the proceeds to start Muvo for Her, the world's first sparkling vodka
pink liqueur.The common thread with these Big Idea guests is they were
unknown individuals sitting in the backyard sipping iced tea (or a blue
slush) when the Big Idea came to them. After mulling the idea over,
reducing it to paper, talking with friends and family, each person had to
come to the point where they would chase the dream or abandon it. Once the
decision was made to pursue their dream and implement The Big Idea,
everyone faced the challenge of convincing thousands and millions of
complete strangers to trust them enough to buy into this particular Big
Idea.You can eat at any one of thousands of restaurants. Why Hooters? You
can drink pink lemonade, why a blue liqueur? Mega corporations have
hundreds of excellent PR, marketing and advertising firms to select from.
Why Deutsch Inc.? None of the guests on "The Big Idea with Danny Deutsch"
spent thousands of dollars on media advertising to entice buyers, diners
or investors to choose their product or service over many others. Instead,
they relied on publicity as a tool to reach select audiences that
represented the niche market that would be interested in their particular
Big Idea. Not all were natural publicists, by any means. Most struggled
through trial and error, enduring many failures and disappointments before
discovering that PR was the key necessary strategic tool. Thus, some took
longer than necessary to achieve their dreams because they lacked PR
skills and had to acquire them through experimentation, which is difficult
and time-consuming. And so everyone with a Big Idea faces a choice: be a
self-publicist and delay success or hire a PR firm to achieve your dream
much more quickly.As founder and president of Westwind Communications, I
have helped many clients with Big Ideas achieve the American Dream. One
inventor had a handy tool-organizing product for the garage or to store
mops, brooms and dusters in closets. We organized a publicity campaign
that has resulted in the product being placed in several large retail
outlets.Before laser eye surgery became popular in the U.S. I conducted a
publicity campaign for a laser surgeon in Canada to convince the American
public that laser surgery was safe, painless and highly successful. People
naturally are very fearful of eye injuries or complications and had to be
convinced that the laser procedure really was safe. Now laser surgery is a
billion-dollar industry and safety is taken for granted by most, because
of PR.Another client with a Big Idea was a lady who wanted to rescue
thoroughbred horses that, after being retired from racing, were being
slaughtered and sold for meat to be eaten in European restaurants. Her Big
Idea was great but her financial means were limited. So publicity was used
to gain television and radio interviews to get others to make financial
contributions to keep The Big Idea alive. We used hot news pegs, such as
the Kentucky Derby, Preakness, Belmont, and the Michael Vicks case to keep
re-telling her story in the mass media. A blind author who was upset by
the violence in children's nursery rhymes contacted us. She wanted to
recite wholesome poems to grandson Jack and so wrote him a book of
non-violent nursery rhymes. Her Big Idea was to have an impact on
children's literature so that grandmothers across the nation could have
better choices in bedtime reading for their grandkids. We launched a PR
campaign that resulted in this blind poet with a Big Idea being
interviewed by major TV shows and other media outlets.Several times during
my career in PR and marketing, I have met fascinating people with Big
Ideas. I have taken great personal satisfaction in using my public
relations and marketing skills to help these inspiring American Dreamers
achieve their dreams. And so when I listen to guests on "The Big Idea with
Danny Deutsch" I know from personal experience that the biggest idea of
all is that the key to success is a successful publicity campaign aimed at
just the right market.If you want to find out how a professional publicist
can make your Big Idea come to fruition please contact my firm at:
734-667-2090, www.westwindcos.com. We'll make it happen.
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