Do you want to get your business in the news? In this series you will learn how to start Guerrilla PR 2.0, create a media contact list, and what you need to know to connect with the media from Clay Clark, the SBA's Entrepreneur of the Year award winner.Sign Up to Watch
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-What's up, guys. My name is Daniel McKenna, and today you get to sit down with Clay Clark and Caleb Taylor. And the topic is getting started with Guerrilla PR 2.0, making a list and checking it twice. You're going to learn how to make a list of all thesmall business ideas and contacts you need to get your business in the news, kind of cool. Let's go.
-Clay, good to see you again, my friend, here in Seattle.
-How are you?
-I'm doing wonderful. I'm excited to be here. I know that Seattle is a good place for you and your skin tone.
-What's your favorite part so far?
-I got to be honest with you, just the atmosphere of the town. The energy over there, by the Pike's Place Market? Pike's Place Market.
-They're like throwing the fish.
-They're throwing the fish. The fresh fish! The first Starbucks, the big Ferris wheel, Bainbridge Island. There's a bunch of these Sounder fans that formed a big human parade, they have their own drums down there.
-The football fans, right?
-It was awesome. I just-- the whole-- I almost cried. And I realized I'm not going to cry, I'm just going to order some appetizers.
-That's good. Did you become a football, or a soccer fan?
-I-- here's the deal. 90% of the world, my understanding is 90% of the world puts soccer, or football--
-Stop it. They have put this game at the peak--
-Yeah. The peak of their needs. And to me, it's like, I feel like because the rest of worlds do, I have to be like, balance it out. So it's like the only sport that I don't care about at all.
-So like men's gymnastics you're all about.
-I care more about football then men's gymnastics.
-That's good, I just want to know where that list was. That's good. Well. Speaking of lists, today the topic is making a list, checking it twice. It's getting started with Guerrilla PR 2.0. What is this list that we're going to be making? Give us a quick sneak peek of what this episode contains.
-OK. Brian Tracy, one of the most successful speaking business success authors out there, he's awesome. He says that successful people think on paper. I'd like our program observer to Google this, look it up, put it on there. But successful people think on paper. What it means is, Napoleon Hill also says, you need to turn thoughts into things, OK. And what happens is, is that lot of times, we have all these ideas like, I'm going to call these reporters. I'm going to call the media. But it doesn't happen, because we don't turn it into a tangible list. We need to literally make a list of the people we're going to contact. And in a self-fulfilling prophecy, we need to say, I am going to reach these people, and make a great impact. And the world will know about my business, and then it will happen.
-Does this only apply to kind of a limited number or certain type of businesses in your mind? What if I'm a business owner, and I think well, my business isn't really a business that lends itself to big PR stories.
-In his book, PR 2.0, the Guerrilla PR 2.0, he does lay out all of the different ways to make any kind of business or organization newsworthy.
-So there is a way, in my mind, to do it for every kind of business.
-OK, so we're going to be doing a lot of notable quotables here from the great Michael Levine, the Thrive15 mentor. He's represented some big names here. You want to rattle some of those off for us?
-Well, first of all, I'll tell you some songs he's represented.
-Oh, this is beautiful.
-He represented the guy who sang "Purple Rain", OK. Purple rain, purple rain. That's awesome.
-He represented the guy who sang the song "Billie Jean".
-You know, Billie Jean is not my lover. No, no, she's just a girl who thinks that I'm the one. That's what's, you know. He represented that guy, Michael Jackson, perhaps you've heard of him. He represented--
-Is the company--
--a guy who was famous for playing a saxophone, President Bill Clinton.
-OK, those are all big.
-He's represented the guy who wrote the song, "Careless Whisper". These guilty feet have got no rhythm.
-I mean, Nike, Schmikey. Let's get back to George Michael.
-Pizza Hut, you know.
-That's some reason, you know, this man, when he says something for you do for your PR, as far as your company goes, you should listen.
-You want to stop, collaborate, and listen right now.
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-OK. So here we go. The first point that we're going to cover here, is start making a Dream 100 Media list. Start making a Dream 100 Media list.
Here's the notable quotable from the great Michael Levine. He says, having determined your target audience, you must now amass a comprehensive list of key names for media and other areas that allows you to mold your campaign.
-Now what's happening is, he's working off the assumption that you've already defined who your target audience is.
-OK. Step one: define who that is.
-Let's give an example. Thrive is for future-focused people who believe that this year can be better than last year. That's what's this site's for. It's for people who believe they can thrive, who've rejected surviving. They want to Thrive.
It's not for people who are on mediocrity and happy to be and justified its existence. It's not for people who believe that the world is sarcastic and cynical and can't get better. It's not for people who want to be a victim. It's for the people who want to be a victor, regardless of their circumstance.
So we've defined that. So as we market, people who don't believe they have the ability and capacity to make their own life better, we strongly encouraging you to hop off the site. People who are on, looking for just a bunch of theoretical, general knowledge about things that are interesting-- people who are looking for an in-depth training on where the abacus came from because it's interesting-- those people should not be on Thrive.
-We won't be going over that very often.
-We won't be going over that there. So you want to make sure you declare who your audience is. You want to know that, and then only go after the publications, the publications, go after the publications that your target audience reads, watches, consumes, et cetera.
Example: football. You mentioned that before and again, as much as I am--
-Are you saying "fut-bol" I don't understand what you're saying.
-I am saying that-- we're on a second story building. In just a minute, you're going to be checking out Seattle.
-Well, jokes on you, because you've been videotaped, so--
- --I'll have you thrown in jail.
-Well, then I'll just-- after I'm in jail, I'll hire some people-- anyway.
-"Fut-bol" Go back to "fut-bol".
-So if you're wanting to promote football, you probably would want to do it on ESPN? You probably would do it on Sports Illustrated? A place where people who like sports would be.
INTERVIEWER: OK. That makes sense.
-You probably wouldn't want to be spending a whole lot of time promoting that sport on the Art channel or some sort of-- the History Channel has different--
-And there are some crossover, but you want to just focus on where the most likely buyers are.
-So that's step number one.
-As business owners, as a Thriver, figure out who your target audience is. And then we have to make this list.
-Yeah, we're going to call it a dream 100, because I'm working off the assumption that you don't have a limitless budget. Now if you're watching this, and you do have a limitless budget, then make a dream 1,000. But I'm saying you need to start with a list of 100 people. Be pig-headed and commit to getting at least 100 people on your list.
-Even 100 can be overwhelming. How do I even start to create this list?
-What I would do, is let's pretend-- we'll work off the assumption that I have an indoor soccer facility and it's in New York. And I want the whole city of New York to know about it. So I'm going to look up sports in New York. I'll put ABC New York Sports. I'll put CBS New York sports. And I'll begin to look for all the reporters who've ever written about youth sports who live within the New York, New York area.
-So any of the publications that are based within the New York, New York area, who have ever written about soccer or indoor sports or youth sports-- and I'll make sure that all of those people know my name.
-OK. So step number one is you're jumping on the Google.
-Jumping on the Google. Without the Google, before, what you'd have to do. There are lists you can buy. There's some data companies out there. USDataCorporation-- it's just one company.
A lot of them are based in Bentonville, Arkansas, as a result of the data research that Sam Walton was obsessed about. Literally, Sam Walton, when we built Walmart, was obsessed with customer data to the point that most of the data collection companies are now based in Bentonville, Arkansas. So these companies will sell you a list for 1,000 bucks 500 bucks of all the reporters who live in a certain area who cover a certain kind of story.
-So if you can't buy that list, you jump on Google and you just start typing in stories that would relate to your business.
-I helped one motivational speaker do this and it took us about eight hours--
-There you go.
- --to make a list 100. So I mean, it takes a while but you can do it.
-OK. Perfect. Well, so once you start making this list, the second point here is bigger lists equal more opportunities. You mentioned if the budget limits you to 100, do that, but you're saying the bigger list-- it's always better?... Small Business Ideas.
-I think it's always better to start 100 first, so that you can figure out which reporters are going to respond best-- what Tulsa marketing, what Tulsa PR-- I guess-- angles you're working that are getting the best reception. And then once it works, you want to scale it. Whatever works, you want to nail it and then you want to scale it. You always want to figure out what works and then do more of that.
Are you looking Small Business Ideas?
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-OK, here's what Michael Levine says to support this, our notable quotable here. He says, "the bigger your list, the greater your options. That doesn't mean you contact everyone on your list each time you send out a press release. You pick and choose who gets what, and block out a long-term strategy as you go."
So this is exactly the same thing-- the bigger the list, the more options. But you don't necessarily have to be overwhelmed with this list.
-Don't be overwhelmed. Just when you're making your list that you need to make sure that your-- we'll get into that later-- but you don't want to record the author's name, the reporter's name, the news organization they're with, and in what story they wrote. What story they wrote that relates to it.
So that way, you'll send out-- example-- in one of the markets I do some work in, there's one reporter who loves the military. There is also another reporter-- that same market-- that does not like the military. And I'm not going to argue with the guy as to whether America would even be possible-- although I want to-- without the military. But what I can do is I'll make sure I don't send press releases that are military-focused to this guy who doesn't like the military. And I won't send media releases about fashion in the fashion industry to the guy who's obsessed with the military.
CLAY CLARK: Sick.
-It's a sick massive board with names-- of the people and the publications-- and I know that you have it written on there what their tendencies are. And I also know that lots of Thrivers might think they can make this list on a computer, and a Google Docs, and then have some written down on paper. How important is it to have this list that's physical, tangible, all in one place?
-I'll ask you this. This is the question that you'd ask yourself. If you're the kind of person who can write goals and save them somewhere digitally, and act upon them with the same frequency as you would if they were tangible, then do it. But you would be in that one tenth of 1% of the American population I've ever encountered who ever does anything that's not real and somewhere tangibly.
Most of the millionaires I encounter have to put it on their mirror. If there is a scripture they are trying to learn, or a thing they are trying to memorize, or something they want to get done, they'll usually have a physical to-do list they'll take with them to the store.
Now, there is people who use their phone and do it that way-- that's OK. Just, whatever you're going to do, don't play little games-- this is your life. Don't play a game where you're like, I'm just going to do it digitally because for me it's easier, and then not do it.
So most-- I have to say most-- almost all of the successful PR organizations I've seen have a way where they take the digital and make it real.
One more example-- one guy I know has a company where they sell millions of products all over the world. And he is surrounded-- he calls it "the war room." But he surrounded the whole room with computer screens, so that he could see, at any time, where in the world people were buying the products. Because he found that, when there's just digital emails that were coming in, the staff wasn't getting excited.
But he found that by making it visual, the people would see it and go [SHOUTING], ah yeah, it's cool, we just sold something there in, you know, Argentina. Where, when he got e-mails, people just quit reading the emails. Over time, they just started hitting delete. Some people made filters that went to the spam. The point is, it's hard to get excited about-- think about this-- have you ever had a good, good friend, a really good friend--
-Yeah, I have.
- --have you ever had a really good friend--
-Have you been talking to me? Sorry, I thought you were talking to me.
-So have you ever had a really good friend, and you have this person where you haven't seen them physically for like, a half a decade? And then what happens is, you see them face-to-face, and all of a sudden, your relationship feels renewed. You're like, wow, we have a friendship-- buddy!
I don't know-- why can't you just do that via Facebook? Why do we even want to meet face-to-face anymore? Why can't we just go on Facebook? And just-- it's all digital, man. I don't know. I think it's because we have a soul and we're a human. And until that changes, I think you should make it tangible.
-Preaching-- that was preaching, that was good. I like that. This next point we're going to dive into here is-- you've touched on it a little bit-- but it's rightly dividing your lists. OK. There's three ways that we are going to encourage you to rightly divide your list, OK? The first one, is the national, the local, and the specialty-- national, local, specialty.
Here's what Michael Levine says in this notable quotable. "Start by dividing your media lists into three broad categories-- national, local, and specialty. Then further break these down by medium-- newspapers, magazines, websites, blogs, email lists, radio programs, TV shows, et cetera. So talk to me-- why is it so important to break these down this far?... Small Business Ideas.
-Because you have a face made for radio.
-Now, that hurts. I bet I could beat you at football.
-[LAUGHING] That's fine, that's fine. I laugh sometimes I'm so frustrated with you, and your endless--
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