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-My name is Clay Clark. I'm the CEO of Thrive15.com, and I once worked at Target. And today, I'm here to teach you specifically how to use public relationsand small business ideas to get yourt arget audience talking. When I was at Target working in the electronics department, I had no cash, had a big dream-- no cash, big dream. I worked at Applebee's, no cash, big dream.
And at one point, I was able to put it all together and to produce some success. I was named the Entrepreneur of the Year from the Small Business Administration. And today, I'm going to teach you specifically the PR strategies that I used, that the stars use, that big companies use to take their product, their idea, and to get it into the American culture and to get out there across the world in front of those ideal and likely customers.
I'm telling you today's episode could be worth thousands and thousands of dollars for you. If you hire a PR firm, they're typically going to charge you $4,000, $5,000, $10,000 a month, and I'm going to teach you stuff today that's going to be worth at least one month of that PR bill. So let's say today's episode's worth $10,000. Pay attention. Strap on a helmet. It's going to be awesome.
Remember, at Thrive15.com, we believe that knowledge without application is meaningless. So as you're watching today's episode, you want to look for some specific action steps that you can apply in your own life, in your own business. Because if not, today's episode may be more meaningless than the last season of "Scrubs."
All right. We're talking about public relations 101, the art of getting your target audience talking. Now, you might notice on your camera that we are here today at the Westin of Chicago North Shore. We are here. We had a speaking event here downtown at the Knickerbocker Hotel in downtown Chicago. Awesome event we had for the ITPA. It's a group of people that sell trucking parts and help truckers with fixing their trucks and that sort of thing, and we spoke with those people.
But tomorrow, actually, we're meeting with the Wall Street Journal. We are meeting with the good folks at the Wall Street Journal. I'm going to share with them a little bit about Thrive and how it works and see if it's something they want to write a story about.
And so we thought it would be appropriate to take a little bit of a timeout, a little deviation, to teach specifically public relations 101, the art of getting your target audience talking, and why we are choosing to stay in Chicago for a Monday meeting with the Wall Street Journal and how that whole thing works. All of Monday, the entirety of Monday, is devoted to PR. And we figured, well, if we're going to spend 20% of our work week in Chicago working on PR, we should probably teach you why we're doing PR.
So first off, what does public relations mean? Well, public relations means how you relate to the public, what the public's perception of you is. It's how you relate to the public. So let me just give an example.
Let's say that I have a business and my business is called Toms Shoes. Have you heard about Toms Shoes? Have you seen a commercial for Toms Shoes or have you maybe see them on radio or heard them on radio, I mean, or seen them on TV? Probably not, but you know who they are, right? How? People were talking. Does that make sense? People were talking and so you heard about Toms Shoes. They didn't necessarily market themselves, but yet you've heard about Toms Shoes.
Have you ever heard a song on the radio, and you heard it for the first time, but everyone's been talking about the song? Well, how did that song take off? How did that song become popular? How does that work?
Well, a lot of it is how we are able to communicate with the public in a way to get them talking. So again, public relations 101 is the art of getting your target audience talking. And I would say a home run for PR would be Toms Shoes, a great company for you to research and to find out more information on.
And another one that's really done it great is Virgin. That's Virgin Records. That's Virgin Airlines. That's the phones. It's anything that Richard Branson has touched. But Virgin has done very, very, very well throughout the year for PR. Toms Shoes has done very well over the years with their PR.
Again, Virgin's done great with the PR. So has Toms Shoes. Those are examples of companies that you can look up that are absolute masters of PR. So let's go ahead and get right into the meat of it and teach you specifically what you need to do if you want to know the art of getting your target audience talking as it relates to PR.
So before you approach the media, before you even talk to the media, before you even travel to Chicago to connect with your PR firm or the Wall Street Journal, you have to do this first one here. You have to be remarkable to get remarks. You have to be remarkable if you want remarks. What does that mean?
Well, as an example, I was flying to Las Vegas about two years ago, maybe a year and a half ago. I was traveling there and one of the attendees at our conference was on a flight, a JetBlue flight that was made famous. But they had a situation on the flight and this man tackled somebody on the flight and actually zip tied them up and put them in a submission hold until the plane safely landed. And so he became a hero. He was a national story because he was able to actually save the day.
Well, we didn't run a commercial for him. There was no advertising for him. There was no any type of publicity that we did for him, but yet everybody at the hotel was like, oh my gosh. That's the guy. That's the guy who saved the JetBlue plane. Oh my gosh. That's the guy who was on TV about the JetBlue. That's the guy.
So that was remarkable. That was remarkable. That was something that people wanted to remark about because it was just-- wow. So how do you know if something's remarkable? If it doesn't make people talk and it doesn't make them remark, then it's not remarkable. It's not a good small business idea.
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-Well, let's go into the specifics of the things you can do to become remarkable. One is you could have some sort of charity or cause event. So you could have an event where you're doing a fundraiser for cancer awareness. You're having a big event at your restaurant.
Maybe you have a restaurant right now and maybe traffic's kind of slow. You could build the world's largest something in your parking lot. You could build the world's largest snow cone, like my main man, Arthur Greeno and one of our Thrive mentors has done. You could build the world's largest iced tea, like my main man Arthur Greeno has done with his Chick-fil-A. You could build the world's largest watermelon display. You could build the world's largest something.
Or you could host this charity cause event. You could have some sort of a car show in your parking lot, with all the money going to charity. You could have a professional strength training event. You can have some Iron Man strong man contest. You could do something in your parking lot that could create some sort of cause-based event.
That's one thing that is remarkable. And people will talk about it, OK? And remember, the media doesn't want to cover a story that's not remarkable. So before you even approach the media, you have to do something that is remarkable.
The second thing is you want to have big visuals. Now, these are things you can do. It's like and/or. You can do this or you could do this or you could do this or you could do this.
I'm teaching the moves. You don't have to do this and this and this and this. It's more this or this or this or this. You get to choose whichever one of these ones you want to do.
Big visuals. This sort of ties into what I was talking about. I mean, if you built the world's largest snow cone right there in front of your business-- by the way Google world's largest snow cone, Tulsa, Oklahoma. And you'll see this thing. But it's massive.
Well, if this is the size of the restaurant right here and you've got a snow cone that's bigger than the building-- I mean, that's huge, right? So people, when they drive by-- this is the parking lot-- people drive by in their cars, are they going to stop and say, man, what is going on with that Chick-fil-A? Of course they are.
And are they going to remark? Yeah. They're going to say, wow. Look at that. That's a big old snow cone. Wow. That's a big old snow cone.
Some of us have seen somebody get in a car accident before. And what do we do? We drive and we go, wow. That's a big car accident. And then cars start just pulling over and starting to drive slow. And all of a sudden, traffic gets blocked, piled up for hours, right?
I mean, because people, when they see a visual, they're like, whoa. Wow. What was that? Whoa. Whoa.
So I don't recommend that you get in a car accident in order to create Tulsa PR for your company. But I do recommend that you come up with a big visual, some sort of visual that's going to stimulate a big conversation. Something big.
Now the next one is juxtaposition. Juxta-- whoa. Juxtaposition. Juxtaposition.
What does juxtaposition mean? Juxtaposition is the idea of taking an existing national story and somehow connecting to it on a local level in your own business. So here's an example. Rosie O'Donnell is at the peak of her fame, right? And then Donald Trump criticizes her and says she's big and fat. And all of a sudden, he becomes a national story because she's a national story and he just said this about her.
Another example is President Obama is running for office against Mitt Romney, OK? So against Governor Mitt Romney versus President Obama, they're running for office. And Donald Trump says, show me your birth certificate, President Obama, or I will get-- and if you will, I will give a million dollars to a charity of your choice. Show me your birth certificate, and I'll give you a million dollars. Now, not to get political and into the whole thing, the point is he did that though, and he got again national attention.
Another example, this is one that I actually did years ago. I had the national news that was out there, the national story that was out there was that there was a national story about the first-time homebuyer's tax credit. And this story was on CNN. It was on Fox. It was on "USA Today." I mean, this was a big story that here the government was going to give away money for the first-time homebuyer tax credit.
So what I did is I wrote a press release on a local level about the company I worked with called ZFG Mortgage as a consultant, and basically here's how Tulsans could benefit from it. So here's a Tulsa mortgage expert here to talk about this national situation here. So on the news, they were like, today on Channel 6 we have one local Tulsa mortgage expert who is going to be talking about the first-time homebuyer tax credit... small business ideas.
And if you Google Clay Clark ZFG mortgage, you're going to find it on YouTube. And you're going to see me as the Tulsa mortgage expert talking about this national story. And we generated tons of business. Why? Because folks were watching TV and they saw this local expert, people right here in Tulsa, Tulsans, were able to see, hey, here's a local company right here that is an expert about this national story, because of the power of
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-Now the fourth move you can do, this is big. Again, if you're trying to do PR 101 and really trying to get the-- get in front of your target audience in a memorable way, you're trying to create that conversation with your audience on a national level, using public relations is celebrity. Celebrity.
Now, what are we talking about? Well, in our town of Tulsa, Oklahoma, we have a long drive competition. A long ball competition, where whoever could hit the golf ball the farthest wins the prize. Well Jose Canseco came out for this. And I actually met him at IHOP. It was an outstanding meeting. I was at-- met Jose Canseco at IHOP.
Well, there are tons of people that came to this event to see Jose Canseco, the former major league baseball player all-star. This guy is a World Series champion winner, major league baseball all-star, he's a home run hitter. People all wanted to come out and see him because he's a celebrity.
Kim Kardashian, Kanye West, if they go anywhere, it's a celebrity thing. People are excited to see them. Oh my gosh, they're going to at Chick fil-A, we have to see 'em. Oh my gosh, Jose Canseco's at IHOP. Let's go. Ah! It's crazy. So
We get excited, as people, about it. So Michael Jordan with Hanes. People get excited about Hanes underwear because Michael Jordan's endorsing it. William Shatner with Priceline. People get excited about Priceline, the online booking service, because William Shatner is associated with it.
So think about in your business, maybe you can get a celebrity to get involved. Now here's an example. One of the companies I've worked with over the years is called Tulsa Sports Charities. Now they're actually an organization, they're a nonprofit organization. And what we did with these guys, is that they actually bring in celebrity athletes and they put on a dinner.
So during dinner, the celebrity athletes come and share how they won the Heisman Trophy, or what it was like to win the World Series, or what it was like to when all-star game. And people love to pay. People will pay hundreds of dollars per plate to watch a major league baseball all-star share their story about how they won, or what the game was like, or what the circumstances were.
And that again is a PR event. That's something that the media will cover. Here is Jose Canseco coming to Tulsa, Oklahoma to teach us about this, or to talk about this. It's huge.
The next one here. The next one here is a power story. This is a story where the story itself is, like, Octomom. That's a story about a mom who had eight kids simultaneously. That's a power story. That's a story where everyone talks about it, like, oh my gosh, did you hear this story?
Another one that just blew my mind, and this is totally where Octomom was like kind of a funny story, this is a story is that's not necessarily funny, it's just powerful. This guy's name is Keith. And Keith is a 10-year-old kid who literally wrote a business plan using his eyes, only his eyes, because he has cerebral palsy and he's not able to talk with his mouth. So he wrote a business plan with his eyes.
Well that is an unbelievable story. Not only is it an unbelievable story, but it's a story that people will talk about. It's a power story. It's a story that people want to share. And because they care, they want to share. It is phenomenal. It's a power story.
So maybe think with your business, what's your core story? What's a story that your business can tell and to share with others that can really help your company grow? The next one here, is we can become an expert. So we can become a Tulsa PR expert. The media loves to cover stories with experts.
So here's an example. This person, I'm sure you've watched TV before and you've seen, this person is a blogger who is a specialist, who is going to be featured on ESPN today to talk about the NFL draft because they're an expert. Or you've probably seen somebody get arrested. And here we have a celebrity attorney talking today about the legal situation, the legal scenario, and what can be done because they're an expert.
Or I told you earlier, I got featured on the news 'cause I'm a mortgage expert. Or if you Google Clay Clark and KRMG, Clay Clark, here we have Clay Clark, Tulsa entrepreneurship expert, boom! Featured on the news. That's how it works. You want to become an expert in your given field... small business ideas.
I'm hoping I'm helping you. That's what has to happen. So the first step here, is we have to be remarkable. Again, we have to be remarkable if we want
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