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This business coaching lesson teaches how to get free publicity for your business.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Lesson Nugget: Prepare for a news interview by studying your industry and being able to discuss and incorporate facts into any related topic.
  • Lesson Nugget: If you properly prepare and perform well on your first couple of news interviews, you will most likely establish yourself as a regular guest.
  • Lesson Nugget: Dress in a way that is appropriate for your industry and demands respect and credibility from the audience.
  • Lesson Nugget: It is essential that you take all the necessary time to prepare for your first few news interviews, especially if you aren't comfortable on camera
  • Ask Yourself: Does my personal appearance support or damage the overall image of my brand?

[THEME MUSIC] watch PR training and small business ideasvideos like digital tutors

-Now in this training on small business ideas, what type of fact-checking do I want to do before I appear on the news, you know, because-- so the elevator pitch, I got that, fact check-- and this is something that I got to-- I got to say, at Thrive, we try to be very diligent about making sure that we put the facts. We put the quotes of what author said what, put a lot of background work into each episode, so we do a good job for you guys. I've heard people on the news say, 80% of humans love our lawn service or something.

-You want to be accurate. I think you need to be well-versed on your industry, because they are more than likely going to ask you about something in your industry off of what you're saying. So you're there to talk about, you know, you're a realtor. You're talking about the real estate market. They're going to throw a curve ball in something with your industry and you want to be intelligent on that.

CLAY CLARK: I have a funny story, a little confession, and this is something funny. The next thing is-- the question is, you know, how familiar do you want to be with your industry do you really want to be an expert? And I was working with a company, a mortgage company called ZFG Mortgage. They're still around, by the way. It's great stuff. And I'm not getting myself in trouble. This is good stuff. And they wanted to really get known. Well, you know the first-time homebuyer tax credit?

-Yeah.

-It was, like, $8,000 if you bought a house?

-Right.

-Well, Laurie Montag, who went on to start Zany Bandz and Slap Watch, her and I sitting there marinating and Laurie goes, I know what we're going to do. We're going to come up with this juxtaposition move. We're going to comment on the national story. We are the experts in Tulsa on the 8,000 buyer-- $8,000 homebuyer-- first-time homebuyer tax credit. And everyone's like, well, I don't know anybody who's an expert? Laurie goes, Clay, you're doing it. And I'm like, yes, I am. If you Google this, Google ZFG Mortgage Clay Clark and you will see it on YouTube if you look at it. All of a sudden, like, I'm on the news the next morning. They are coming. And on the news story, they label me as "a mortgage expert."

DEEDRA DETERMAN: That's right.

-And I had to know everything about that. I mean, I studied everything and I knew that, you know, who qualified, who didn't qualify, all that, and I worked on it and worked on it. How much should I know about it? Because I'm only going to be on for three minutes, but there was kind of your rule, because I know I read everything I could know.

-Yeah, you will definitely be well-versed in your industry, because you get that one shot. You're on the news. And if you did a good job, I guarantee in two months, when there's another story that's similar to that, who are they going to call? You were a reliable source. You came on. You sounded intelligent. They're going to call you.

-And we got a ton of calls.

DEEDRA DETERMAN: Right.

-But I was just-- I remember them being asked, well, tell us about the homebuyer credit. And I was like, well, the way it's working is to stimulate the economy. We're offering a home-- the government's offering a homebuyer tax credit for anybody who wants to buy their first home.

DEEDRA DETERMAN: Right.

-And so if you're-- the rates are so low that if you're renting an apartment right now and you're paying $1,000 or less, you could buy a house that's worth x amount or more for actually less than you're paying for rent. It's awesome! You should check it out.

-Very relatable, because you gave an example, too, that the viewers at home would be relating to.

-I spent forever on that and I guess I'm there for, like, 30 seconds.

-That's OK. You're the expert.

-How much time honestly should I devote to practicing before? Because--

-Well, I think each person is different, because some people can naturally speak in front of a crowd. If you know--

CLAY CLARK: It's my first time, Deedra, come on. My first time.

-Very first time and you know that you're not-- you know that's not your thing, you know, I would definitely spend a couple of days if you have time going through it and going through it and asking other people to give you feedback.

CLAY CLARK: Have you seen somebody crumble on TV?

-Yes, it happens a lot.

-I love mortgages. You've seen that?

-Right. And I always tell people that you're not talking about anything you're not familiar with. You're talking about your industry or your business. So if you just treat it like you would treat a customer and talk to them, just think of it that way.

-Avoid mistakes. Let's talk about these mistakes, because there's mistakes that we want to avoid. And you've seen it, Deedra. You've seen it. I know you have. And we're not talking about your clients. We're talking about other people's clients, because your clients have never made mistakes. One of the mistakes that people often make when they get on the news , the ones where you say, whoa, whoa buddy?

-I mean, number one is appearance. You know, you're going on the news. You're the expert in your industry. So if you come, you know, half-- the hair everywhere and, you know, didn't-- forgot your makeup that day and aren't dressed professional. So it depends on what your job is, but if you're in the staffing firm, you better look like someone I want to hire, you know? If you're a fitness guru, maybe you are in workout gear, but it needs to be polished.

-I'm a fitness guru. I just don't work out and now, I'm trying to relate to my audience. OK. So the thing is, you want to look the part.

-Look the part, yes. Be professional, look the part, smile--

-You always dress sharp and I always go, that's Deedra, because she looks sharp, cut myself in the eye looking at-- so how do you-- is it important, the appearance? I mean, honestly, it that important?

-To me, your appearance is just as important as your logo, as your website, as everything you put forth.

-Packaging?

-Packaging-- it's part of your package. If you're a business owner, people are looking at you. How do you represent yourself is how your brand is being reflected. I think that's one of the most important

things.

Learn more about small business ideas on Thrive15.com

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Preparing For An On Air Interview: 3. Be Well-Versed On your Industry
  • Lesson Nugget: Avoid talking about race, religion, politics, or anything that could be controversial
  • Lesson Nugget: Build a rapport with the anchor by listening carefully and not talking over them.
  • Preparing For An On Air Interview: 2. Appearance - Wear solid colors and never wear anything distracting
  • Recommended Reading: Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics
  • Preparing For An On Air Interview: 1. Elevator Pitch - Practice a short explanation of who you are and how you benefit the customer.

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[MUSIC PLAYING]

CLAY CLARK: So what can I do if I'm going to be on the air tomorrow. Because a lot of times this happens quick.

-Right

-So I'm on the air tomorrow. OK, so the quick prep. Go ahead and give me the quick prep if I've got to be on the air tomorrow. You say, Clay Clark, guess what? Such and such called, you're on the show tomorrow morning.

DEEDRA DETERMAN: Yeah. Elevator pitch, first thing. Get that down. Get it down. Practice it, practice it in front of the mirror. Make sure that you can quickly tell who you are and how you benefit the customer.

CLAY CLARK: Cool, got it.

-Then I think you want to talk about appearance, we just talked about that. Busy things never look good on the news. You want to wear more solids. You don't want to be distracting. If people are looking at you and you're wearing a lot of bling or a lot of distraction, they're not listening to what you're saying.

CLAY CLARK: Yeah.

-So more on the conservative side.

-You don't put grills in the night before you're on there.

DEEDRA DETERMAN: Right.

[LAUGHTER]

-OK.

DEEDRA DETERMAN: Right.

-All right. So then you want to practice, you want to--

DEEDRA DETERMAN: Yeah, practice. Definitely fact check and be as well versed on your industry as you can.

-Now, two tough questions here. What kind of performance is going up almost guarantee that you come back? What is the, in your mind, the perfect performance? Because you know, I remember reading a story about how Oprah, when she first hosted the show out there in Chicago--

DEEDRA DETERMAN: Right.

-She was awesome.

DEEDRA DETERMAN: Yeah.

-And the phones lit up and she was so real.

DEEDRA DETERMAN: Right.

-Then you hear about the mayor from Toronto.

DEEDRA DETERMAN: Right.

-And he just, he is, he's something. He's says some crazy stuff. What's the perfect performance in your mind look like?

-I think to be asked back, if you can quickly get a rapport going with the anchor or the reporter that's talking to you.

CLAY CLARK: OK.

-Quickly get a rapport going where you guys have good conversation. You're not talking over them, you're waiting and listening to their questions and answering it properly. That's a great way to get asked back.

-Now some things that I've noticed that people do, and I hate to say this, but I'm going to go ahead and just bring up some of these, because banishment. This is something I've seen happen. Like friends of mine, people I know, not recently years ago, different planets, different countries, different lifetime even.

These guys, one of my buddies, he goes on the news and he jokes about things that you shouldn't joke about. And privately, he says some things, kind of man logic, locker room talk. Maybe you shouldn't say it anyway, you know? But he's kind of bantering with the reporter.

DEEDRA DETERMAN: Right.

-Like, you know what I'm saying? You know what I'm--

-Yeah.

-And he says some of that on TV and they're like--

[GASPS]

-And then he just keeps doing it. What are some other things like that you just can't do? I mean, what are some things that are going to get you banished?

-I mean, definitely, if you're that loose cannon, they don't want you on live news. Anything can happen, you could say anything.

CLAY CLARK: Racist?

-Oh, anything. I would avoid all of the above. Religion, politics, racism, any of that.

-Say you're Asian and you personally think it's funny to tell Asian jokes because you're Asian.

DEEDRA DETERMAN: Right.

-You can't do it.

-Right. And I think there is just that professionalism. You would never see a news anchor do that. So if you would never see them act like that, I wouldn't go there. Now, there are lifestyle shows that are more relaxed that do have humor, where you can interject humor, but definitely keeping it tasteful.

CLAY CLARK: I just know that a lot of people were raised in the woods.

DEEDRA DETERMAN: Right.

-And then they're on TV all of a sudden--

DEEDRA DETERMAN: Right.

-And I think there's that like, what do I say? What can I say? You know, finding that out. So you're just saying avoid racism, avoid sexism, avoid religion--

-Anything that might be controversial.

-Anything controversial.

-Right.

-OK. What about curse words?

-Absolutely not. There's lots of stories of anchors that have gotten fired for that.

-I know, and I'm bringing it up here because this is the stuff that you can't really ask your PR teacher sometimes.

-Right, right. Yeah, definitely keeping it professional.

-OK. Cool. So hopefully I'm helping some people here. If you're going to be on the news, this is what you do. So Deedra, you know, there's a lot of just great books out there for PR, but if I get on the show-- and this is what happened for me. After I discovered that it was kind of, not easy, but you could get on the news, I found myself a few times getting on the news. Where I'm like, oh boy. If I'm going to be doing this whole PR game, what's a book that's a good book to kind of get me the right mindset on how to really build a group of followers, and how to really just use PR?... small business ideas.

-Right. One of my favorite books is "Monster Loyalty", and it basically talks about Lady Gaga and how she got these raving fans. And when I saw the cover of the book, I thought, Lady Gaga? What does she know about out marketing or PR? And I started reading and was just fascinated. I actually stayed up all night reading it.

CLAY CLARK: Really?

-Which was crazy. But she produced these raving fans, and the way they strategically did it is just

fascinating.

Thrive15.com provides small business ideas

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • 14 Steps To PR Mastery: 7. Follow Up Fun
  • Lesson Nugget: After being on the news, follow up with a handwritten thank you note.
  • Lesson Nugget: Have a rotation of media sources you pitch to, don't hog the media.
  • Lesson Nugget: Promote the news outlet on social media to return the favor for them having you on.

Find small business ideas with Thrive15.com

-I know with Thrive, what we've decided to do on Thrive-- and I don't care if there's only seven of you who subscribe-- but we have decided that we're like, entrepreneurs are going to love this is. If you're that 13% percent of Americans who are self-employed and you want to know what you need to know, that's who are focused on. We know our niche, this is who it's for. It's not for everybody. It's for the entrepreneurs out there. And that's a great book to do that.

Now the question that I would what would have here moving on is the follow up. So you get featured on the news, right? And I think that's the goal. And I think back to myself at a young age and I kind of say, self, you are a bad, bad man. But I would get on the news have all sorts of media coverage-- I remember Boeing airlines. Alice Hargrove. Alice, where you at? Alice called me and said, we'd like to schedule you for our 40th Boeing anniversary party. We think you'd be the perfect DJ. We hear about you in the Tulsa World. And I'm like, yes, I'm booking, my phone's ringing off the hook. I didn't even call the reporter and tell her thank you.

-I think I'm a fan of thank you notes. I have note cards with my logo on it. Looks professional, stays in my branding. And a quick handwritten note, because you think about today, everybody's on their phones, they're texting, it's email. It's not personal. So that personal touch I think is nice.

-So the kind of follow up that I should do is what you're saying a hand written thank you note.

-I like to do handwritten thank you notes.

-I'm going to tell you this. One of the guys who's an investor in Thrive, Sean Kouplen he's a beautiful man. He's CEO of Regent Bank. He always writes me a handwritten note. Clifton Taulbert. Handwritten note. Deedra Determan handwritten note. I get handwritten notes only from people that are going someplace. They take the time to do it. It just means so much more.

-It does. It's meaningful and I think people appreciate it, especially in today's day and age, you don't see that as often.

-So when I'm on the news or media, as a follow up I should send a thank you note. And what are some of the worst things that I could do as a matter of follow up? What are the bad things? What are the things I should not do? We'll call them follow up follies. I have a couple stories. There any you can think of off the top of your head.

-For one, if you try to pitch the very next day to have yourself again. You were just on, they're not going to have you on again. There's kind of a cycle that goes through. If I pitch a client, I'm going to pitch them once, and then I'm going to go to a couple other outlets and pitch them again maybe in two months.

-So in that intense pressure stuff is not good. I had a client of mine who I said, hey you want to call the reporter tell them thank you. And send them a thank you note. And remember-- this is years ago-- but he called back and he says, hey when can I be on again? Right the reporter works for them somehow? Just didn't go the right way. The reporter actually called me and said, just so you know, I know he's a friend of yours, but he just pressured me. So you can't do that.

-Another great follow up I have all my clients do is we always take a picture at the news station. Wherever we're at during the interview. So you have the anchor or reporter that's doing the interview and take a picture with their logo in the background. And then post it on your social media. Post it on your Facebook page, Twitter, thanking them. So I do that a lot, and tag them, so they know you're someone else who is promoting. They want to get viewers, as well.

-So the photo with the host and a social media post is big?

-Right, so think about that. You're with a celebrity. So you've just established yourself as an expert in the news with that celebrity. You're posting it on your social media, you're tagging them, it's going on their page, it's going on your page. And it can be a quick thank you.

-I've done some things over the years that have helped me. But you're a Tulsa PR expert. I'm going to ask and you kind of say, that's kind of crazy. I know one thing I've done a lot is I've sent my book afterward. Written a note in there and said thank you. I've sent the book.

- If you have a book, you should bring to every interview and personally sign it for the person interviewing you.

-So you always have the signed book. OK, so I've done the signed book thing and that's always done really well for me. Another thing that I've done is, during certain times of the year, one time we're going into Halloween and I dropped by an obscene amount of candy for the newsroom. I said thank you from all of us at yada, yada. And it seem like all the news people, you're busy, you're always wanting to be caffeinated, have some sugar. Is that OK?... small business ideas.

-What I do, is I have a couple of chefs that I book. Cook Time with Remmi is one. Every time she's on and she's cooking a great recipe, we leave the food for the crew. The crews there, they're working long hours, a lot of times they don't leave for lunch. We bring extra and what she's making right there, we just let them

enjoy.

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