|
’Big PR’ Launches ’Big Ideas’ on
CNBC’s Hit Show with Donny Deutsch
By Scott Lorenz
President
Westwind Communications
 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 included a New York Times feature article which ultimately
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. The highlight of that campaign was one of the first laser eye surgeries
ever performed LIVE on FOX-TV.
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 and Asian 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. The effort landed dozens of interviews
culminating with a feature on ESPN. The bottom line: While the US House of Representatives
passed the bill and smaller measures, no federal ban exists. Horse Slaughter is legal
in the United States but the public is now aware of this practice due in great part
to our efforts and those of others demanding a ban.
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 numerous media outlets including WCBS-TV
in New York.
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.
About Scott Lorenz
Scott Lorenz is President of Westwind Communications, a
public relations and marketing firm that has
a special knack for working with doctors, lawyers, inventors and authors. His clients
have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, The
New York Times, Nightline, TIME, PBS, NPR, the Los Angeles Times, USA Today, Washington
Post, Family Circle, Woman's World, & Howard Stern to name a few. To discuss how Westwind
Communications helps its clients get all the publicity they deserve and more, call 734-667-2090
or email: scottlorenz@westwindcos.com
. Visit: http://www.westwindcos.com
|
