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.