October 16, 2024 • 43 mins
Discover the secrets of effective public relations with Marcy Clark, a global PR expert who has made waves from Manchester to Manhattan. Marcy takes us through her exhilarating career journey, offering valuable insights for small business owners on how to find the right PR firm. Learn the key indicators of a competent agency and the red flags to watch out for, while also distinguishing between PR, branding, and advertising to enhance your brand's positioning and strategy.
Marcy's story is one of relentless determination and creativity. From knocking on doors in Manchester to founding the Women's Mafia in New York, she demonstrates how passion and innovation can build powerful networks and successful ventures. Gain an understanding of how PR professionals shape and maintain a company's public image, and hear about Marcy's diverse role as a fractional Chief Marketing Officer for an app aiding people with disabilities.
Equip your business with actionable strategies for PR success, inspired by Marcy's expertise. She shares how to maximize the impact of your PR campaigns, manage potential scandals, and elevate your public image with proactive measures. Additionally, Marcy dispels common myths about PR, emphasizing the importance of integrity and relationship-building in the industry. Tune in for a comprehensive guide on navigating the PR world, ensuring you choose the right partners and approach for long-term success.
Marcy Clark: CEO / Marcy Clark PR & Events
Website: https://www.marcyclarkpr.com/
LinkedIn: https://www.linkedin.com/in/marcyclarkpr/
Facebook: https://www.facebook.com/MarcyClarkPR/
Instagram: https://www.instagram.com/womensmafia/
#PublicRelations #PRSuccess #BrandingTips #SmallBusinessGrowth #MarcyClark #EntrepreneurInsights #MarketingStrategy #PRExpert #BusinessPodcast #SmallBusinessTips #BrandAwareness #Advertising101 #BusinessGrowth #PRStrategies #MarcyClark #SmallBusinessOwners #MarketingTips #BusinessSuccess #PRFirm #EntrepreneurPodcast #WomensMafia #WomenInBusiness #Entrepreneurship #SmallBusinessTips #MarketingAgency #PRFirm #BusinessOwnerTips #SmallBusinessSuccess #BusinessCoaching #BusinessPodcast #SmallBusinessPivots #SmallBusinessSuccess #Success #Podcast #SmallBusiness #BOSS #MichaelDMorrison #OklahomaCity
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to another Small Business Pivots.
Today we have another specialguest from around the world and
I know, as I always say week toweek, there's no one better than
the business owner that canintroduce themselves and their
business.
Speaker 2 (00:12):
Hi, michael, so my name is Marci Clark of Marci
Clark PR and Events.
I am in the San Francisco BayArea.
I have lived and worked, though, in England.
I was in Manchester, england,had a lot of client events in
London.
I worked in New York for almost18 years and did you know huge
(00:36):
events there fashion week, artgallery events, lots of product
launches, lots of media tours,desk side tours, you know with
the big editors there.
And then I've worked withclients, you know, no matter
where I've lived in the country,I have worked with clients and
traveled, and you knoweverywhere, from, you know,
(00:59):
austin and Miami to South Africa, dubai, you know.
You know all over the country.
Speaker 1 (01:09):
So that's amazing.
Speaker 2 (01:11):
And the world.
You know if, if I pitch inEnglish and Spanish, I'm part
Puerto Rican and so I've gottenclients on, you know, not just
you know New York Times and NBC,abc, cbs, but also Telemundo.
Yeah, so I I am a reallyseasoned publicist.
(01:32):
My specialty is on.
I love consumer PR, but I havedone some business to business I
represented.
One of my clients was thelargest lingerie trade show in
the United States.
That was really fun.
So I was working with tradeclients as well as you know,
getting Vogue editors and Elleand Harper's Bazaar.
(01:53):
Getting them there too.
Speaker 1 (01:55):
Well, I can tell our listeners are going to learn a
lot, because you've been aroundthe world, literally.
Speaker 2 (02:00):
Yes, yes.
Speaker 1 (02:02):
Well, what do you think, before we introduce the
show, what do you think we'regoing to help them with the most
?
Our listeners.
Speaker 2 (02:08):
So today I would love if listeners walk away with you
know what they should look forif they do want to hire a PR
firm, right, so they know thatkind of like what is a green
flag, what is a red flag?
Don't work with these people.
I would love if people reallygot a clear understanding of
(02:31):
what is PR and what is you knowother aspects of marketing that
is not necessarily PR.
I do a big mixture of brandpositioning and public relations
and strategy, right, likestrategy for what events you
want to do.
Which direction do you want togo in branding wise?
How do you want to spend yourtime For one of my clients and
(02:54):
app for people with disabilities?
I am the chief marketingofficer, right?
So I started just as thepublicist but, it expanded.
I'm a fractional CMO, so I do alot, but for this I'd love to
focus on PR and give people areally clear understanding of
what it is and how it looks whenit's working and some things
(03:21):
you know.
If it's not working, what doyou want to do then things?
Speaker 1 (03:25):
you know, if it's not working, what do you want to do
then?
Yeah, well, that that's.
That's awesome.
So most of our listeners know Ihave an educational background
in marketing owned a marketingfirm, so this will uh, we're
going to have a goodconversation.
I don't want to spill any beansyet, so let's introduce the
show and we will be right back.
Welcome to small businesspivots, a podcast designed for
(03:46):
small business owners.
I'm your host, michael Morrison, a small business coach and
founder of BOSS, where we makebusiness ownership simplified
for success, so that you can owna business that runs without
you.
To learn more, go tobusinessownershipsimplifiedcom.
All right, welcome back toSmall Business Pivots.
(04:06):
Here we are with a specialguest from San Francisco.
Before we get started on PR,what's a little bit about your
background so that we can relateto the mindset of a successful
entrepreneur?
Speaker 2 (04:21):
So I grew up in the Bay Area.
I was really quite an extrovertas a child, so I have a lot of
affinity for this career.
Um, like, like most of the goodpublicists that I know, I have
a theater background, literallymost yeah, all the best you know
(04:42):
PR entrepreneurs that I know.
Um, you know were, you know Iwas more.
You know like three, four orfive.
I knew I was loud and I think Ijust had the most understanding
(05:11):
parents in the world and Iwould grab a friend I'd be like
or my aunt or something, and Iwould be like I can be really
loud.
You want to see who can be theloudest?
And they're just like let'shave a screaming contest.
Speaker 1 (05:23):
Oh, wow.
Speaker 2 (05:26):
I've toned it down a lot, but it was good.
I found theater to channel that.
But I'm also someone who isreally as extroverted as I was.
I, you know, like anybody, youknow, I had.
I had challenges in school.
You know kids were mean, thingslike that.
So I had, you know, quietperiods.
(05:47):
I had, um, that instinct insidelike, you know, this should be
better.
You know this should be morefair.
We should be nicer to eachother, right?
So?
So the little activist in me,the, the cheerleader for others,
you know, not wanting people,you know, the person who cared
(06:07):
about others, that is stilldefinitely a through line to my
business today.
I went to college in San Diegoand loved that.
And then I studied abroad, myjunior year, in England and in
Lancaster, and then I decidedthat I wanted to go back after
school and live in England.
(06:28):
So I thought, okay, what's acareer that I could do, that I
could get really good in a shortperiod of time, that they might
want to sponsor my work permit?
You know I had.
I had a six month work permitbut I was like I need to be here
longer so I can stay with myfriends.
My boyfriend work permit, but Iwas like I need to be here
longer so I can stay with myfriends, my boyfriend, everybody
I've met in England.
Right, these decisions we makewhen we're when we're 23.
(06:51):
So I character in a book I'dread did PR and I had seen it,
you know, on television and Isaid I think I could do that.
I just had an inner knowingright and I printed out my
resume.
I worked on my resume.
I looked up every PR firm inManchester, england, and I went
(07:12):
around and I knocked on doors,had put, you know, I had some
things that were kind ofrelevant.
You know I helped with someoutreach for the theater company
I was in.
I did, you know I had done, youknow, some public outreach to
supermarkets for, you know, acounty project, you know, one
summer.
So I spun everything in myresume, knocked on doors and I
(07:34):
got a job in a week doing thatand at a PR firm.
And that's where, you know, Ilearned the ropes.
We had everything in thatclient in that firm in England.
We had everything in that.
In that client in that firm inEngland.
We had everything from thefirst gluten-free food company
to, you know, plastic surgeryfirm to fueling solutions to the
(07:55):
British army.
So it was yeah, it was a huge,like you know, giant learning
curve.
I had great mentors, peoplethat I still see when I go back
to visit friends and I have agoddaughter in England.
When I go back I still see someof these people.
I'm still friends with them.
Speaker 1 (08:15):
That's really cool.
So did you see yourself beingan entrepreneur with that?
Because I know a lot ofbusiness owners have this
mindset of I'm not qualified tobe a business owner imposter
syndrome, and so you just kindof stepped right into the PR
world and owned it.
Speaker 2 (08:33):
Yeah, I stepped right in and then I did my.
My thought was that I wanted toget really good at this and so
that I could do it independentlywithin a few years.
And, you know, my first thoughtwas, oh then I can, you know,
do this part time and then, youknow, act on the side.
But what's interesting is whattook over over time.
(08:55):
I started, you know, I went toNew York and I started a social
club in New York.
You know, in addition to youknow, I got my first, you know,
my second PR job in New York.
You know, in addition to youknow, I got, I got my first, you
know, my second PR job in inNew York.
I saw, like, even asextroverted as I was, it was, it
took some effort right To makefriends and I I you know it ran
(09:17):
into so many people that theywere women that were in the same
boat.
So I started a social clubcalled the women's mafia women
that were in the same boat.
So I started a social clubcalled the women's mafia and
that grew.
I had that for 15 years.
I still have the site.
Um, I'm actually rebranding itnow as the visionary mafia.
You know, it'll feature men andwomen, um, you know, all across
the country.
(09:37):
But you know the in New York.
It was.
It was really neat because Ibrought you know my passions for
events, for creating spectacle,for bringing people together,
right, so I was doing everythingfrom you know it might be, you
know, a nightclub, heels andcocktails, you know to.
Eventually we were doing youknow huge giant fashion week
(09:58):
events, 500 people events Um, Iwould be doing two or three
events during you know one weekthat were that size, wow, or
fashion week and magazinelaunches, and you know you name
it.
You know international, workingwith international clients.
So it was, it was a joy and somany people that I, that you
(10:20):
know, also met each otherthrough the women's mafia.
So I'm still getting referralsfrom that to this day.
Speaker 1 (10:27):
So you started your business in what year?
Your actual business?
Speaker 2 (10:32):
Well, this is the independent iteration of my
business I have had now for 10years.
Speaker 1 (10:38):
Okay, All right, so a while.
So let's talk about what PR isand what it's not, and then also
maybe some acronyms or maybesome you know, like is it
branding?
Is it the same as marketing, Isit?
You know kind of what thedifference is.
Speaker 2 (10:54):
So if you think about marketing as a, as a big
umbrella, right, I would look atunderneath that.
You know there's a lot ofcategories, but one might be
advertising and under that right, you have digital advertising,
print, et cetera, advertorialI'll share that later.
(11:15):
Under, you know, you have brandbranding, which is, you know
we're thinking about a name, awebsite.
You know what does theaesthetic look like, the graphic
design.
Also brand positioning you knowwhat's the language you're
using to differentiate it.
All of that.
So I do do some of that.
(11:37):
And then public relations,which is that is a person like
myself, right, or an agencyreaching out to the media on a
company's behalf or anindividual's behalf and
convincing a journalist thatthey should write about feature
(12:00):
interview on their podcast ortelevision show, or you know
otherwise.
Or feature a guest article frommy client.
Speaker 1 (12:10):
So you're like a personal rep of the company,
kind of like a movie star, yeah.
Speaker 2 (12:16):
So some people say like, um, you know the term,
like press agent, right, youknow that's the, that's the
Hollywood term.
You were just kind ofreferencing, yeah, the way, you
know I do a lot of.
You know, strategic marketingand PR.
You know, before we get towhere we're pitching somebody I
might be first thinking about.
(12:37):
You know, I was talking to afood company the other day, for
example.
Example, this woman makes thisamazing dessert and it sounds,
you know, it's most peoplehaven't had it.
It's sweet, savory, it's allthese things.
And she's done a feast,celebrity events, and had, you
know, people invite her to catertheir.
Dua Lipa invited her to cater a, you know, holiday party, for
(13:00):
example, or an awards show, anawards show party last year.
So for that example.
Or an awards show party lastyear.
So for that right, and before Idive into you know, reaching out
to the media, I might first sayso which things that you've
already done led to the mostsales for you.
What's worked so far?
You know what's already working.
(13:20):
Who's your customer right now?
So in the strategy, I'm lookingat what's already working.
Who's your customer right now?
So that's so in the strategy,I'm looking at what's already
working, what's really strong,who's responding to them, so
that helps me find their targetmarket.
And then I design the PRcampaign around that.
In this case, I might, you know, for example, say okay, you'd
want to start pretty soon,because our goal is going to be
(13:41):
let's get you you know, I havein this PR network that now
let's also, you know, do somepartnerships, which is also
under the marketing umbrella.
Let's do some partnerships andget you featured at these
different awards shows, at this,you know, at these celebrity
events, let's get more peopletalking about you.
And then I can take that, andthose, you know, those messaging
(14:06):
the celebrity names, andinclude that in my PR outreach.
Speaker 1 (14:10):
So what is for those that don't know what is the end
purpose of hiring a firm, a PRfirm, for the actual business?
Speaker 2 (14:19):
Great question.
So the main, you know there'sI'd say there's kind of two,
three main benefits.
So the first one is that whenthe story comes, you know, when
I secure a, you know, a podcastinterview or a television
interview or a magazine article,the first initial hit that gets
(14:40):
out there there's that brandawareness that you know that,
that kind of excitement thatcomes from that, that people can
say, oh, I haven't heard ofthis, oh, that sounds delicious,
and a certain percentage ofpeople are, you know you're
going to benefit from that firstby.
You know a certain percentageof people are going to maybe
want to buy or hire you from.
(15:02):
You know, directly from that.
That first you know hit of itgoing out right.
Then the next layer, the nextbenefit you have is that when
you take that piece of media andyou share that, so you share it
on your newsletter, you shareit on your website, you share it
on your social media and youknow you give it new life every
(15:26):
time you share it Like, oh, youknow it's a, you know
celebrating one year after wegot, you know this.
Or oh, you know, I, I, you knowa friend just told me they
loved this episode of my podcast, you know, and got a lot out of
it, you know.
They suggested I I share itagain today, you know happy
(15:47):
listening, right, so so there's,there's the you're, you're
sharing it as part of your, yourbona fides, right, you're
patting yourself on the back,but it's, it's somebody, it's a
third party endorsement, right,so the an outlet, a professional
media outlet, another person, atrusted you know source, is
saying you got to talk to thisperson, this person is an expert
(16:10):
, this product is delicious,this you know store has, you
know the best, you know widgets.
So that's that's kind of thesecond one.
And then the third one I wouldsay is kind of in line with that
is that when it's on yourwebsite.
So if you're doing your let'ssay, you're doing your digital
(16:32):
marketing, right, so you'redoing, you know, you're buying
ads on, you know, or you'reusing, you know, you have, you
hire somebody to do a bunch ofstrategic TikToks or something,
right, if you have somebodydoing that creating, putting out
all that content, and it worksand it gets people to your
(16:53):
website and then they'rehovering over, they're thinking
do I buy, do I not?
Right, is this good?
Do I really want it?
It's that third-partyendorsement that turns the
interest into a sale.
So maybe they saw someinfluencer say, oh, my God, this
is the best thing I've ever had.
Look at this beautiful dress.
(17:14):
They go to your site and theysee, oh, food and wine also
touted this, or oh, wow, theywere featured in Harper's Bazaar
.
Okay, this is legit, I willsend my money.
Speaker 1 (17:29):
So it's like a Google review on steroids.
Speaker 2 (17:33):
That's right.
Yes, you know it can have asimilar effect, right?
Just like having a podcast, youknow, could have a similar
boost to your brand and yourauthority in the world as
writing a book, right?
Speaker 1 (17:48):
Yeah, yeah, very cool .
So what are some myths about PR?
We had talked about that alittle earlier.
Speaker 2 (17:55):
One that I think is really funny, and when I say
this, people go oh yeah, I didthink that's how it was.
Ok, this is like my biggest petpeeve is that you watch a movie
and you see some celebritypublicist Right, I'm thinking I
think Debbie Deborah Mazur,whatever from Entourage, Do you
(18:22):
remember?
Yeah, she'd be on the phone,you know you remember you?
I mean, this favor, should becursing out some journalists.
Speaker 1 (18:29):
Yes, oh, yes, now.
Yes, I do remember that.
Speaker 2 (18:33):
Yeah, and you're like oh boy, you know like, oh wow,
people think like publicistshave like this tremendous amount
of power and they can controlthe media, and that they do it
through these kind ofunderhanded wheeling and dealing
kind of ways.
Right, so that's one myth.
(18:54):
I would not be in business if Iacted that way.
Speaker 1 (18:57):
I am.
I can't see you being that way.
Speaker 2 (19:00):
No, that is not my personality, but I am.
I am unerringly polite.
You know, somebody could tellme, you know, a journalist might
give me bad news and I'm like,oh, thank you so much for
telling me.
What do you think might be ableto be done?
You know it's like you have to.
You know, you know, you, youhave the best you know platform
(19:22):
ever.
I really think we could stillsave this opportunity.
Speaker 1 (19:27):
So you have to be friendly.
Speaker 2 (19:29):
You have to be really friendly, you have to be
extremely polite, extremelyprofessional.
It's PR, is not sales.
So there are similar skills,right, like being, you know,
being personable, you know charm, offensive type personality.
I guess the other similarity isreally making the case that
(19:50):
there's something in it for them.
But in this case, I'm my.
My audience is journalists.
So it's you know, I have peoplecome and they're like well, do
you think you could also do this?
You know sales.
Or, since you're also talking,you know, or do you think you
can also be my agent for socialmedia?
You know, and I'm like that is,you know, that's reaching out
(20:11):
to companies and askingcompanies to pay you to
advertise on your you know, youknow, you know, for you know
Instagram ads, like you know,it's not.
I can help you come up withsome packages, like you know,
maybe it's for work together,but my audience is is the media.
Speaker 1 (20:30):
Wow, that's interesting that your audience
is the media, but then thebusiness you're representing,
their audience is the media'saudience, right?
Yes, interesting how it's noteven related, but it is.
Speaker 2 (20:43):
Yeah, and I mean it works in some good ways though,
because I am.
You know, part of PR is you'retalking to your clients.
I'm talking to my clients.
I don't just have one monthlymeeting, I'm talking to them
usually every week or two, whenI and I'm sending out a lot of
pitches regularly with differentheadlines.
I might be A B testing theheadlines Right when I'm doing
(21:06):
that and certain things work,like they capture the attention.
You know, if I'm writing to ahundred journalists with
different you know, trying outthree different.
You know types of pitches, youknow one way outperforms the
rest.
That's something I can Icommunicate to the client like
hey, you know this messaging,hey, this messaging, this
(21:27):
phrasing.
I think that really worked, soI'm going to keep going with
that direction.
But let's also see, maybethat's something you want to
include in your digitalmarketing firm, for example.
Yeah, Okay.
Yeah, or maybe we shouldincorporate that onto the
website, because people seem toreally love that.
This thing seems to be thething.
Speaker 1 (21:46):
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Your support keeps us going.
Now let's get back to ourincredible guest, would it be
fair to say, because I know alot of people will see something
like an Oprah Winfrey, likemaybe she holds up a purse or a
(22:51):
widget or something and all of asudden it takes off.
So you're basically trying toget businesses publicity like
that.
I know that's a differentscenario, but you're trying to
get them the publicity.
So everybody just like jumps onboard, right?
Because I think a lot of peoplethink of PR like damage control
.
Speaker 2 (23:10):
Yeah, so that's another big myth.
I'm so glad you you broughtthat up.
You know some scandal happens,right, and they go, ooh, they're
getting a lot of bad PR.
And I'm like, well, they'regetting a lot of bad media,
right, they're getting mediaabout.
That is often it's the truth,right, and I think the way I
(23:31):
look at it, you know, damagecontrol is a little part of PR.
It's not my focus, but my.
My thinking, though, is thatpeople should there should be
more people that are that havePR backgrounds, that are in the
C-suite of companies, right, youoften have people that have
marketing, right, they thinkabout things of what I can buy,
(23:53):
all that.
But you really want to protectyour company in advance.
You want to be making decisionsin your company's background.
You know from the beginning inyour policies and how you treat
your clients and how you treatyour, you know your employees,
because usually, if there is,you know, bad PR, it's either
(24:13):
that people mistreated theiremployees, right, didn't, didn't
protect them, allowed sexualharassment, you know, didn't
listen, right, somebody you knowalong the way, people thought
they could sweep things underthe rug.
So when I talk about if youwant to scandal proof your
company, you have that PR persongo and talk to every department
(24:36):
and say, hey, are there anypotential red flags we should
know about so we could talkabout?
How do we, how do we avoid this?
How do we, how do we have astatement ready in case?
You know?
You know how do we get ahead ofsomething.
But you know it's really goingto be.
If you have somebody who's likea serial, you know sexual
harasser or something, it's justsaving that that person.
(24:58):
Maybe you like them, but savingthat person.
Is it going to be worth it when, you know, two years later,
something comes out?
You know, I know, you know agood friend worked for a hedge
fund and it was about to comeout in the Washington Post.
You know, at one point that youknow big hedge fund guy, he
harassed this person, thatperson, and you know the company
(25:20):
had chosen to keep, you know,their CFO on.
But it was.
You know, I think they weresomehow able to squash it.
Unfortunately, I think theythey bullied the poor girl.
But you know, if that had comeout, they would have probably
lost, they might've had to goout of business.
It was really that bad and theymight've, or they might've had
(25:40):
to cut.
You know they might've lostsome clients.
They might've had to cut, youknow, a third of their workforce
.
So don't, you know, think aboutall your employees.
You know from the go and takecare of people.
The other thing I think forscandal proofing your company in
advance, instead of damagecontrol, would be with your
customers.
If there's a something thathappens, that's like a red flag,
(26:03):
like you want.
You know, hertz is a goodexample Hertz rental car.
They had a big scandal thatcame out and people there was a
site Hertz, hertz.
You know.
Yeah, I remember that youremember and they were they had
it automated that if somebody,if your car, wasn't returned
within 24 hours, they sent apolice report and so your car
(26:25):
was reported as missing, asstolen.
But sometimes it was that theperson at the office hadn't
filed it, they just hadn't.
They hadn't filed the paperworkthat said it was returned.
You know, sometimes it was thatsomebody had called hey, I'm
going to keep the car foranother day.
They didn't note it Right.
So it was something like.
(26:47):
It happened to something like500, at least three or 500
people, I can't remember andpeople were.
One woman was in jail for twomonths.
Oh my gosh Small kids.
Speaker 1 (26:57):
Wow, for small business owners that aren't
familiar with PR, what are sometips that you can give them that
they can start with now, beforethey hire a firm?
And then kind of, what is thatprocess working with a firm, how
, how would that look?
Speaker 2 (27:11):
So, before you work with a firm, some things you can
do to kind of get yourself inthat, in that mindset, get
yourself prepared, ready for PR.
You know if you can apply forawards right this is something
you know cheap, free orinexpensive thing to do.
If you have a PR, you know ifyou can apply for awards right
this is something you know cheap, free or inexpensive thing to
do.
If you have a book, anything,anything like that, if there's
(27:32):
any, you know kind of if you canhave customer success stories.
If you have a, if you have ahealth and wellness product, can
you do, can you do a survey?
Can you do have some customdata right About the people that
use it or about the benefitthat it has for people?
So these are things you coulddo that are that are low cost,
that give you some, some ammo.
(27:55):
You want to have good photos.
Ideally, you want to have goodphotos on white backgrounds.
If you have a product, you wantto you know product, or
yourself, if you are the expertyou want yourself on you know
nice, nice, attire whitebackground.
It's not that you can't alsotake some great, you know
portrait shots on you know dark,dark, black or gray or
(28:18):
something you know, somethingmore moody, but you at least
need some that are, you know,clean, bright, product shots
that could be, you know, orperson shots that can be placed
in different sections of themedia.
You want to start thinking inadvance, or you want to work
with a PR firm that's asking youquestions you know about kind
(28:42):
of.
What is your differentiator?
So what is unique about yourproduct or service or your level
of expertise?
Right, that is different fromwhat else is out there.
It could be it's organic, itcould be it's made in America,
you know it could be that youare, you know you're offering
(29:07):
health advice and you're adoctor.
So those things make a.
You know those are.
Those are huge.
Things can start with thosekinds of elements.
You can start getting yourselfin the in the frame, and then I
love to invite people when I'mworking with them or, you know,
when I'm we're starting aprocess is to ask for their
wishlist.
So start noticing and lookingand and finding out what media
(29:29):
is already out there.
Where would you love to seeyour client?
You?
know your your business oryourself, because I've had
clients that you know they.
You know an interior designerwho knew about, you know a
magazine in England that Ididn't know of, for example, and
she just really had.
(29:50):
It was totally her aesthetic,she knew, you know, she thought
it would be a good fit and it'slike I could, I could go, I went
and I pitched, you know, andshe was right, right.
So sometimes as the client, youhave good instinct.
Sometimes, you know, know, Iremember I had one client, for
example, that I um, it was afood product.
Um, I do a huge mixture.
(30:11):
I do you know tech apps, youknow fashion, you know health
care, but this was, this was acooking tool and we, I, they had
a.
She'd spoken at the un, she'dbeen featured and won all these
awards because it was savinglives in Africa and helping, you
know, families.
You know cause.
(30:32):
It was a non-electric slowcooker, basically, so people
didn't have to spend all thistime tending the fire.
It's called wonder bag, reallycool.
So so, and I was like I want toget an article in the New York
Times.
I want an article in the NewYork Times, like I was, you know
, zero focused.
I was focused on that.
But I also in doing all thework to get you know that pitch
just right.
I was also in pitching WallStreet Journal.
(30:54):
I was pitching Washington Post.
You know you tweak it a little.
Magazine I pitched USA Today.
Well, I think for that clientat the time I didn't get her New
York Times but I did get herUSA Today and I got her in Time
Magazine's 50 Genius Companies.
Speaker 1 (31:13):
Wow.
Speaker 2 (31:14):
So it was her bag next to, you know, this
non-electric cell cooker next toSpaceX, on the page.
Speaker 1 (31:19):
Wow.
Speaker 2 (31:20):
Yeah, so this is you know where it's like.
You want to be focused right asan entrepreneur and focus me on
the types of stories, but itmight lead, you know it might
lead to something you know evenbetter.
You know that's adjacent to itright or some people are like I
(31:41):
want this podcast and maybe theyget on.
You know 12 others and you knowsome are just as big right.
Speaker 1 (31:48):
Yeah Well, I encourage small business owners
that are listening Don't thinkthat this isn't for you.
A lot of times, this is exactlyhow small business gets to be a
big business.
Speaker 2 (32:01):
So it's one of those.
If you're plateauing, like yousaid, right, if you're, if you
are reaching a place whereyou're plateauing, you'll feel
like there's or there's a new,there's a competitor out there
that's new, it's products not asgood, and you know they're
coming for you.
Well, how can you differ?
Pr is one way that you candifferentiate yourself, right?
Even if you've got, let's say,a product that you, you must
(32:23):
half sell on Amazon, if yours isthe one, as seen in O Magazine
or whatnot, that can go on yourAmazon page, right, yeah, so
these are, these are all youknow.
These are the elements thatthat make a difference and can
kind of ward off a competitor.
Speaker 1 (32:42):
OK, so what is one red flag that people should
watch out for?
As a small business owner inthe PR world, yes.
Speaker 2 (32:50):
So you really want to watch out.
If you, um, if you get pitchedby a company or you see ads,
maybe on on social media I seeit a lot on Facebook or you know
Instagram, for example, whereit's like you know, guaranteed
PR, you know, work with us, wewill get you in.
You know these publications,you know a good publicist will
(33:13):
get you that.
But if somebody is sayingguaranteed PR, they're doing one
of a few things either it'sjust advertorial right, which is
they have to note if you'repaying for that specific
opportunity, then they need tonote that that is what they're
(33:33):
doing right Legally.
You don't want the FTC to comeafter you, yeah, or FTC.
So that's one thing you want towatch out, or FTC, so that's one
thing you want to watch out for.
You know, there's also.
It could be advertorial or itcould be that they are doing
something kind of sneakyunderhanded.
And you know, I've had clientsbe approached by.
(33:54):
It was one production companybut they produced some
television show for Lifetime, Ithink it was.
It was on at probably 2am andthey're saying, oh, we'd love to
feature you in Lifestyle Today.
And my client's like, oh, whatis this?
Should we do it?
And I'm like, oh, you know, andI took the call, talked to them
(34:14):
.
They don't want to talk to thepublicist, by the way, they want
to talk directly to the client.
They want to sell you reallyhard and they want to sell you
like a $20,000 segment for onesegment.
That's on it.
You know that amount of time.
And I think if you're going tospend 20 grand on work with me,
we can work with you, you know,for four to six months for that
(34:35):
rate and get you and get youseveral articles.
But I'll never guarantee aspecific outlet or something
like that, because I don'tcontrol the media.
I don't control the flow of,you know of news.
You know life happens Right,but I know how to get people
press and I have my.
You know my results speak forthemselves and you know I would
(34:57):
say you know as much as you knowI can have somebody sign the
six month contract.
If I'm not getting them results, we're probably not going to
keep working together after youknow month two or three.
So I don't mind working hardfor a living and being creative
and you know we're inpartnership.
Speaker 1 (35:17):
So, um, so that's.
It's fair to say, probably,that read the fine print and
don't sign anything until youknow what you're signing.
Speaker 2 (35:27):
Yeah, just make sure they're a real legit firm.
Is this PR or is thisadvertorial?
There's nothing wrong withdoing advertorial or doing an
influencer campaign.
Speaker 1 (35:39):
But just make sure you know that a $20,000 bill is
possibly coming or not.
Speaker 2 (35:43):
Yeah, yes, yes, yes, exactly All right, okay, very
good.
Speaker 1 (35:47):
Well, thank you, that's great information.
How would someone work with you?
Speaker 2 (35:52):
Yes, so they can contact me and they can go on my
website, marcy Clark PR, andyou can see I've worked because
I have a 20-year career in this.
I've worked in a lot ofdifferent industries.
So if you're like I don't knowif I'm the right fit, like just
just give me, you know, reachout, email me my website and my
(36:13):
emails on there, marcy, at MarcyClark PR, and I can set up a
call with you.
And if I'm not the right person, I can refer you.
I have a big network but Ithink as well the right person I
can refer you.
I have a big network but I thinkas well a lot of people maybe
(36:35):
they've talked to a PR firmbefore, a huge firm, a big
corporate firm, and they mightthink I can't afford PR.
That's 10, that's 12, 15 granda month and it can, right, but I
don't think you should bepaying more than 10 grand unless
you have like a hundred, 200employees, right, I think of.
You are a small business.
You know I have, I have um, youknow I think there should be
(36:57):
reasonable rates.
So I have reasonable rates.
I have rates that are also justfor sole entrepreneurs, where
maybe I'm supporting them, I'mdoing.
You know, if we're doing brandpositioning, I'm pitching them
as an expert and I'm focused,you know, on it's.
You know 15 to 20 hours a monthof my time and, and, and it's a
(37:18):
lot more affordable than peoplerealize.
Speaker 1 (37:20):
Yeah, no.
I'm glad you brought that upbecause some people that do know
what PR is.
They think of 10, 20, 30,000 amonth recurring retainer.
Speaker 2 (37:31):
Right, and some people have had their hand
bitten before from working withthose big firms.
Or, you know, before they werean entrepreneur.
They worked at a, you know, ata company that hired one of
these big firms and they, theysaw it just kind of the firm
didn't do that much.
You really, whether you'reworking with me or somebody else
(37:54):
, I have a lot of colleaguesthat are we're extremely
creative, we're go-getters, weare going to get you stories.
We are, you know, we're goingto work as hard as we can to you
know, make sure you get greatstories.
We are, you know, we're goingto work as hard as we can to you
know, make sure you get greatstories.
Some big firms you know they'relike so they send out leaning
back, sitting back.
So what's new?
(38:15):
What news do you have?
You know, no, it's a myth thatPR is just seasonal or if it's,
only when you have, you know, abig news announcement.
You know somebody inventedChristmas in July and year round
Christmas shops.
You, you know, pr is a yearround endeavor and and it takes
(38:37):
time to create, just like asales funnel, right, it takes
time to really get it going.
A lot of times the, you know, amember of the media will write
about my client after I havepitched them for two, three,
four, six months, right Even hadpeople that I pitched them
never heard anything and then, ayear later, I'm still working
(39:00):
with the client, maybe I'vegotten them a bunch of other
stuff, but a journalist, youknow, responds, you know, after
a year, after I just gave up onthat.
Speaker 1 (39:08):
So you, you just um but you got to get the ball
rolling somewhere.
Speaker 2 (39:14):
Yeah, you get the ball rolling.
I do.
You know a green flag you wantto look out for with an agency
is that they're really you knowthey're really creative.
They're asking great questions.
That they're really you knowthey're really creative.
They're asking great questions.
They're asking about who your,you know your, your target
audience is what, what storiesdo you have?
You know they're askingquestions about you.
(39:34):
They want to position you as anexpert, because that's something
you know.
Even, maybe somebody is a anexpert on.
You know, maybe they're whatthey're selling, right.
You know, maybe you're sellingsmall business, you know, maybe
there's what they're selling,right.
You know, maybe you're sellingsmall business.
You know coaching, but you mayalso be an expert, I'm guessing,
michael, on work-life balance.
(39:55):
You know, maybe you could alsospeak to how to be a good boss,
right?
So you really want to look forpeople that are asking deeper
questions, broader.
You're not pitching everythingall at once, but I create for my
clients like and you knowmyself with them like an
editorial calendar.
So you know if there's bigevents in their industry,
(40:19):
whatnot, maybe we're pitchingthat first.
Or a big story a celebrity justused their product, we leave
with that.
But then's perennial topics youcan pitch year round.
Speaker 1 (40:29):
Well, you have been a wealth of information for our
listeners today, explainingsharing tips about the PR
industry and how it works andhow it can be beneficial, and so
I encourage all of ourlisteners to go check you out.
I got two last questions.
One is where can they followyou to learn more about you?
I know you have your contactinformation, but do you post
(40:52):
things YouTube, linkedin?
I mean, where's a place thatyou share information?
Speaker 2 (40:56):
Yeah, so on LinkedIn I'm Marcy Clark.
Pr is my just under my name.
You can connect with me there.
Pr is my just under my name.
You can connect with me there.
I have an Instagram for mysocial club, women's mafia, and
then it's a little personal too.
It's just fun.
But my, you know the majority.
You know the best way tocontact me is I am person to
(41:19):
person, so I love to.
I want to talk to you on thephone.
Hop on a zoom.
I want to get to know you and,um, you know, usually I find I
jump right in with people andwe're we're thinking creatively,
we're we're brainstorming wherecould we position them with the
media?
Where could I imagine my mediacontacts wanting you know who,
(41:40):
who would want to write aboutthem?
So so we jump right in and then, and I make the process really
fun.
That's something people shouldknow.
So I created, you know, I bringin my, my background and
theater, improv, all that, and I, we do a lot of, and I'm a yoga
teacher, so a meditationteacher, so I do a lot of
visualization.
We do, you know a little bit of, you know, a guided meditation,
(42:03):
if people are open to it andthey actually get from that all
these ideas?
You know they get where theyshould be.
You know what are their dreampublications.
You know, sometimes we come upwith the wish list in real time
and we start, you know, writingthe headlines that we want to
pitch.
Speaker 1 (42:21):
Very cool.
Well, again, I encourage ourlisteners to reach out to you.
I always end with one lastquestion, because we always kind
of like to know where businessowners come from.
If you were in front of aaudience of seasoned business
owners, different stages ofbusiness, what is one piece of
advice you could give themthat's applicable to all of them
(42:41):
?
Speaker 2 (42:42):
It's.
You're more of an expert thanyou know.
Speaker 1 (42:45):
That's good.
Speaker 2 (42:47):
Yeah.
Speaker 1 (42:47):
Very good, very good.
Well, marcy, thank you again,wish you continued success and
we'll see you around.
Speaker 2 (42:55):
Such a pleasure.
Thank you, Michael.
Speaker 1 (42:57):
Thank you for listening to Small Business
Pivots.
Please don't forget tosubscribe and share this podcast
.
If your business is stuck, youneed help creating a business
that can run without you, or youneed a fast business loan or
line of credit, go to ourwebsite
businessownershipsimplifiedcomand schedule a free consultation
to learn why small businesssuccess starts with Boss.
(43:20):
If you want to talk anythingsmall business related, email me
at michael atmichaeldmorrisoncom.
We'll see you next time onSmall Business Pivots.
Welcome to another Small Business Pivots.
Today we have another specialguest from around the world and
I know, as I always say week toweek, there's no one better than
the business owner that canintroduce themselves and their
business.
Speaker 2 (00:12):
Hi, michael, so my name is Marci Clark of Marci
Clark PR and Events.
I am in the San Francisco BayArea.
I have lived and worked, though, in England.
I was in Manchester, england,had a lot of client events in
London.
I worked in New York for almost18 years and did you know huge
(00:36):
events there fashion week, artgallery events, lots of product
launches, lots of media tours,desk side tours, you know with
the big editors there.
And then I've worked withclients, you know, no matter
where I've lived in the country,I have worked with clients and
traveled, and you knoweverywhere, from, you know,
(00:59):
austin and Miami to South Africa, dubai, you know.
You know all over the country.
Speaker 1 (01:09):
So that's amazing.
Speaker 2 (01:11):
And the world.
You know if, if I pitch inEnglish and Spanish, I'm part
Puerto Rican and so I've gottenclients on, you know, not just
you know New York Times and NBC,abc, cbs, but also Telemundo.
Yeah, so I I am a reallyseasoned publicist.
(01:32):
My specialty is on.
I love consumer PR, but I havedone some business to business I
represented.
One of my clients was thelargest lingerie trade show in
the United States.
That was really fun.
So I was working with tradeclients as well as you know,
getting Vogue editors and Elleand Harper's Bazaar.
(01:53):
Getting them there too.
Speaker 1 (01:55):
Well, I can tell our listeners are going to learn a
lot, because you've been aroundthe world, literally.
Speaker 2 (02:00):
Yes, yes.
Speaker 1 (02:02):
Well, what do you think, before we introduce the
show, what do you think we'regoing to help them with the most
?
Our listeners.
Speaker 2 (02:08):
So today I would love if listeners walk away with you
know what they should look forif they do want to hire a PR
firm, right, so they know thatkind of like what is a green
flag, what is a red flag?
Don't work with these people.
I would love if people reallygot a clear understanding of
(02:31):
what is PR and what is you knowother aspects of marketing that
is not necessarily PR.
I do a big mixture of brandpositioning and public relations
and strategy, right, likestrategy for what events you
want to do.
Which direction do you want togo in branding wise?
How do you want to spend yourtime For one of my clients and
(02:54):
app for people with disabilities?
I am the chief marketingofficer, right?
So I started just as thepublicist but, it expanded.
I'm a fractional CMO, so I do alot, but for this I'd love to
focus on PR and give people areally clear understanding of
what it is and how it looks whenit's working and some things
(03:21):
you know.
If it's not working, what doyou want to do then things?
Speaker 1 (03:25):
you know, if it's not working, what do you want to do
then?
Yeah, well, that that's.
That's awesome.
So most of our listeners know Ihave an educational background
in marketing owned a marketingfirm, so this will uh, we're
going to have a goodconversation.
I don't want to spill any beansyet, so let's introduce the
show and we will be right back.
Welcome to small businesspivots, a podcast designed for
(03:46):
small business owners.
I'm your host, michael Morrison, a small business coach and
founder of BOSS, where we makebusiness ownership simplified
for success, so that you can owna business that runs without
you.
To learn more, go tobusinessownershipsimplifiedcom.
All right, welcome back toSmall Business Pivots.
(04:06):
Here we are with a specialguest from San Francisco.
Before we get started on PR,what's a little bit about your
background so that we can relateto the mindset of a successful
entrepreneur?
Speaker 2 (04:21):
So I grew up in the Bay Area.
I was really quite an extrovertas a child, so I have a lot of
affinity for this career.
Um, like, like most of the goodpublicists that I know, I have
a theater background, literallymost yeah, all the best you know
(04:42):
PR entrepreneurs that I know.
Um, you know were, you know Iwas more.
You know like three, four orfive.
I knew I was loud and I think Ijust had the most understanding
(05:11):
parents in the world and Iwould grab a friend I'd be like
or my aunt or something, and Iwould be like I can be really
loud.
You want to see who can be theloudest?
And they're just like let'shave a screaming contest.
Speaker 1 (05:23):
Oh, wow.
Speaker 2 (05:26):
I've toned it down a lot, but it was good.
I found theater to channel that.
But I'm also someone who isreally as extroverted as I was.
I, you know, like anybody, youknow, I had.
I had challenges in school.
You know kids were mean, thingslike that.
So I had, you know, quietperiods.
(05:47):
I had, um, that instinct insidelike, you know, this should be
better.
You know this should be morefair.
We should be nicer to eachother, right?
So?
So the little activist in me,the, the cheerleader for others,
you know, not wanting people,you know, the person who cared
(06:07):
about others, that is stilldefinitely a through line to my
business today.
I went to college in San Diegoand loved that.
And then I studied abroad, myjunior year, in England and in
Lancaster, and then I decidedthat I wanted to go back after
school and live in England.
(06:28):
So I thought, okay, what's acareer that I could do, that I
could get really good in a shortperiod of time, that they might
want to sponsor my work permit?
You know I had.
I had a six month work permitbut I was like I need to be here
longer so I can stay with myfriends.
My boyfriend work permit, but Iwas like I need to be here
longer so I can stay with myfriends, my boyfriend, everybody
I've met in England.
Right, these decisions we makewhen we're when we're 23.
(06:51):
So I character in a book I'dread did PR and I had seen it,
you know, on television and Isaid I think I could do that.
I just had an inner knowingright and I printed out my
resume.
I worked on my resume.
I looked up every PR firm inManchester, england, and I went
(07:12):
around and I knocked on doors,had put, you know, I had some
things that were kind ofrelevant.
You know I helped with someoutreach for the theater company
I was in.
I did, you know I had done, youknow, some public outreach to
supermarkets for, you know, acounty project, you know, one
summer.
So I spun everything in myresume, knocked on doors and I
(07:34):
got a job in a week doing thatand at a PR firm.
And that's where, you know, Ilearned the ropes.
We had everything in thatclient in that firm in England.
We had everything in that.
In that client in that firm inEngland.
We had everything from thefirst gluten-free food company
to, you know, plastic surgeryfirm to fueling solutions to the
(07:55):
British army.
So it was yeah, it was a huge,like you know, giant learning
curve.
I had great mentors, peoplethat I still see when I go back
to visit friends and I have agoddaughter in England.
When I go back I still see someof these people.
I'm still friends with them.
Speaker 1 (08:15):
That's really cool.
So did you see yourself beingan entrepreneur with that?
Because I know a lot ofbusiness owners have this
mindset of I'm not qualified tobe a business owner imposter
syndrome, and so you just kindof stepped right into the PR
world and owned it.
Speaker 2 (08:33):
Yeah, I stepped right in and then I did my.
My thought was that I wanted toget really good at this and so
that I could do it independentlywithin a few years.
And, you know, my first thoughtwas, oh then I can, you know,
do this part time and then, youknow, act on the side.
But what's interesting is whattook over over time.
(08:55):
I started, you know, I went toNew York and I started a social
club in New York.
You know, in addition to youknow, I got my first, you know,
my second PR job in New York.
You know, in addition to youknow, I got, I got my first, you
know, my second PR job in inNew York.
I saw, like, even asextroverted as I was, it was, it
took some effort right To makefriends and I I you know it ran
(09:17):
into so many people that theywere women that were in the same
boat.
So I started a social clubcalled the women's mafia women
that were in the same boat.
So I started a social clubcalled the women's mafia and
that grew.
I had that for 15 years.
I still have the site.
Um, I'm actually rebranding itnow as the visionary mafia.
You know, it'll feature men andwomen, um, you know, all across
the country.
(09:37):
But you know the in New York.
It was.
It was really neat because Ibrought you know my passions for
events, for creating spectacle,for bringing people together,
right, so I was doing everythingfrom you know it might be, you
know, a nightclub, heels andcocktails, you know to.
Eventually we were doing youknow huge giant fashion week
(09:58):
events, 500 people events Um, Iwould be doing two or three
events during you know one weekthat were that size, wow, or
fashion week and magazinelaunches, and you know you name
it.
You know international, workingwith international clients.
So it was, it was a joy and somany people that I, that you
(10:20):
know, also met each otherthrough the women's mafia.
So I'm still getting referralsfrom that to this day.
Speaker 1 (10:27):
So you started your business in what year?
Your actual business?
Speaker 2 (10:32):
Well, this is the independent iteration of my
business I have had now for 10years.
Speaker 1 (10:38):
Okay, All right, so a while.
So let's talk about what PR isand what it's not, and then also
maybe some acronyms or maybesome you know, like is it
branding?
Is it the same as marketing, Isit?
You know kind of what thedifference is.
Speaker 2 (10:54):
So if you think about marketing as a, as a big
umbrella, right, I would look atunderneath that.
You know there's a lot ofcategories, but one might be
advertising and under that right, you have digital advertising,
print, et cetera, advertorialI'll share that later.
(11:15):
Under, you know, you have brandbranding, which is, you know
we're thinking about a name, awebsite.
You know what does theaesthetic look like, the graphic
design.
Also brand positioning you knowwhat's the language you're
using to differentiate it.
All of that.
So I do do some of that.
(11:37):
And then public relations,which is that is a person like
myself, right, or an agencyreaching out to the media on a
company's behalf or anindividual's behalf and
convincing a journalist thatthey should write about feature
(12:00):
interview on their podcast ortelevision show, or you know
otherwise.
Or feature a guest article frommy client.
Speaker 1 (12:10):
So you're like a personal rep of the company,
kind of like a movie star, yeah.
Speaker 2 (12:16):
So some people say like, um, you know the term,
like press agent, right, youknow that's the, that's the
Hollywood term.
You were just kind ofreferencing, yeah, the way, you
know I do a lot of.
You know, strategic marketingand PR.
You know, before we get towhere we're pitching somebody I
might be first thinking about.
(12:37):
You know, I was talking to afood company the other day, for
example.
Example, this woman makes thisamazing dessert and it sounds,
you know, it's most peoplehaven't had it.
It's sweet, savory, it's allthese things.
And she's done a feast,celebrity events, and had, you
know, people invite her to catertheir.
Dua Lipa invited her to cater a, you know, holiday party, for
(13:00):
example, or an awards show, anawards show party last year.
So for that example.
Or an awards show party lastyear.
So for that right, and before Idive into you know, reaching out
to the media, I might first sayso which things that you've
already done led to the mostsales for you.
What's worked so far?
You know what's already working.
(13:20):
Who's your customer right now?
So in the strategy, I'm lookingat what's already working.
Who's your customer right now?
So that's so in the strategy,I'm looking at what's already
working, what's really strong,who's responding to them, so
that helps me find their targetmarket.
And then I design the PRcampaign around that.
In this case, I might, you know, for example, say okay, you'd
want to start pretty soon,because our goal is going to be
(13:41):
let's get you you know, I havein this PR network that now
let's also, you know, do somepartnerships, which is also
under the marketing umbrella.
Let's do some partnerships andget you featured at these
different awards shows, at this,you know, at these celebrity
events, let's get more peopletalking about you.
And then I can take that, andthose, you know, those messaging
(14:06):
the celebrity names, andinclude that in my PR outreach.
Speaker 1 (14:10):
So what is for those that don't know what is the end
purpose of hiring a firm, a PRfirm, for the actual business?
Speaker 2 (14:19):
Great question.
So the main, you know there'sI'd say there's kind of two,
three main benefits.
So the first one is that whenthe story comes, you know, when
I secure a, you know, a podcastinterview or a television
interview or a magazine article,the first initial hit that gets
(14:40):
out there there's that brandawareness that you know that,
that kind of excitement thatcomes from that, that people can
say, oh, I haven't heard ofthis, oh, that sounds delicious,
and a certain percentage ofpeople are, you know you're
going to benefit from that firstby.
You know a certain percentageof people are going to maybe
want to buy or hire you from.
(15:02):
You know, directly from that.
That first you know hit of itgoing out right.
Then the next layer, the nextbenefit you have is that when
you take that piece of media andyou share that, so you share it
on your newsletter, you shareit on your website, you share it
on your social media and youknow you give it new life every
(15:26):
time you share it Like, oh, youknow it's a, you know
celebrating one year after wegot, you know this.
Or oh, you know, I, I, you knowa friend just told me they
loved this episode of my podcast, you know, and got a lot out of
it, you know.
They suggested I I share itagain today, you know happy
(15:47):
listening, right, so so there's,there's the you're, you're
sharing it as part of your, yourbona fides, right, you're
patting yourself on the back,but it's, it's somebody, it's a
third party endorsement, right,so the an outlet, a professional
media outlet, another person, atrusted you know source, is
saying you got to talk to thisperson, this person is an expert
(16:10):
, this product is delicious,this you know store has, you
know the best, you know widgets.
So that's that's kind of thesecond one.
And then the third one I wouldsay is kind of in line with that
is that when it's on yourwebsite.
So if you're doing your let'ssay, you're doing your digital
(16:32):
marketing, right, so you'redoing, you know, you're buying
ads on, you know, or you'reusing, you know, you have, you
hire somebody to do a bunch ofstrategic TikToks or something,
right, if you have somebodydoing that creating, putting out
all that content, and it worksand it gets people to your
(16:53):
website and then they'rehovering over, they're thinking
do I buy, do I not?
Right, is this good?
Do I really want it?
It's that third-partyendorsement that turns the
interest into a sale.
So maybe they saw someinfluencer say, oh, my God, this
is the best thing I've ever had.
Look at this beautiful dress.
(17:14):
They go to your site and theysee, oh, food and wine also
touted this, or oh, wow, theywere featured in Harper's Bazaar
.
Okay, this is legit, I willsend my money.
Speaker 1 (17:29):
So it's like a Google review on steroids.
Speaker 2 (17:33):
That's right.
Yes, you know it can have asimilar effect, right?
Just like having a podcast, youknow, could have a similar
boost to your brand and yourauthority in the world as
writing a book, right?
Speaker 1 (17:48):
Yeah, yeah, very cool .
So what are some myths about PR?
We had talked about that alittle earlier.
Speaker 2 (17:55):
One that I think is really funny, and when I say
this, people go oh yeah, I didthink that's how it was.
Ok, this is like my biggest petpeeve is that you watch a movie
and you see some celebritypublicist Right, I'm thinking I
think Debbie Deborah Mazur,whatever from Entourage, Do you
(18:22):
remember?
Yeah, she'd be on the phone,you know you remember you?
I mean, this favor, should becursing out some journalists.
Speaker 1 (18:29):
Yes, oh, yes, now.
Yes, I do remember that.
Speaker 2 (18:33):
Yeah, and you're like oh boy, you know like, oh wow,
people think like publicistshave like this tremendous amount
of power and they can controlthe media, and that they do it
through these kind ofunderhanded wheeling and dealing
kind of ways.
Right, so that's one myth.
(18:54):
I would not be in business if Iacted that way.
Speaker 1 (18:57):
I am.
I can't see you being that way.
Speaker 2 (19:00):
No, that is not my personality, but I am.
I am unerringly polite.
You know, somebody could tellme, you know, a journalist might
give me bad news and I'm like,oh, thank you so much for
telling me.
What do you think might be ableto be done?
You know it's like you have to.
You know, you know, you, youhave the best you know platform
(19:22):
ever.
I really think we could stillsave this opportunity.
Speaker 1 (19:27):
So you have to be friendly.
Speaker 2 (19:29):
You have to be really friendly, you have to be
extremely polite, extremelyprofessional.
It's PR, is not sales.
So there are similar skills,right, like being, you know,
being personable, you know charm, offensive type personality.
I guess the other similarity isreally making the case that
(19:50):
there's something in it for them.
But in this case, I'm my.
My audience is journalists.
So it's you know, I have peoplecome and they're like well, do
you think you could also do this?
You know sales.
Or, since you're also talking,you know, or do you think you
can also be my agent for socialmedia?
You know, and I'm like that is,you know, that's reaching out
(20:11):
to companies and askingcompanies to pay you to
advertise on your you know, youknow, you know, for you know
Instagram ads, like you know,it's not.
I can help you come up withsome packages, like you know,
maybe it's for work together,but my audience is is the media.
Speaker 1 (20:30):
Wow, that's interesting that your audience
is the media, but then thebusiness you're representing,
their audience is the media'saudience, right?
Yes, interesting how it's noteven related, but it is.
Speaker 2 (20:43):
Yeah, and I mean it works in some good ways though,
because I am.
You know, part of PR is you'retalking to your clients.
I'm talking to my clients.
I don't just have one monthlymeeting, I'm talking to them
usually every week or two, whenI and I'm sending out a lot of
pitches regularly with differentheadlines.
I might be A B testing theheadlines Right when I'm doing
(21:06):
that and certain things work,like they capture the attention.
You know, if I'm writing to ahundred journalists with
different you know, trying outthree different.
You know types of pitches, youknow one way outperforms the
rest.
That's something I can Icommunicate to the client like
hey, you know this messaging,hey, this messaging, this
(21:27):
phrasing.
I think that really worked, soI'm going to keep going with
that direction.
But let's also see, maybethat's something you want to
include in your digitalmarketing firm, for example.
Yeah, Okay.
Yeah, or maybe we shouldincorporate that onto the
website, because people seem toreally love that.
This thing seems to be thething.
Speaker 1 (21:46):
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Your support keeps us going.
Now let's get back to ourincredible guest, would it be
fair to say, because I know alot of people will see something
like an Oprah Winfrey, likemaybe she holds up a purse or a
(22:51):
widget or something and all of asudden it takes off.
So you're basically trying toget businesses publicity like
that.
I know that's a differentscenario, but you're trying to
get them the publicity.
So everybody just like jumps onboard, right?
Because I think a lot of peoplethink of PR like damage control
.
Speaker 2 (23:10):
Yeah, so that's another big myth.
I'm so glad you you broughtthat up.
You know some scandal happens,right, and they go, ooh, they're
getting a lot of bad PR.
And I'm like, well, they'regetting a lot of bad media,
right, they're getting mediaabout.
That is often it's the truth,right, and I think the way I
(23:31):
look at it, you know, damagecontrol is a little part of PR.
It's not my focus, but my.
My thinking, though, is thatpeople should there should be
more people that are that havePR backgrounds, that are in the
C-suite of companies, right, youoften have people that have
marketing, right, they thinkabout things of what I can buy,
(23:53):
all that.
But you really want to protectyour company in advance.
You want to be making decisionsin your company's background.
You know from the beginning inyour policies and how you treat
your clients and how you treatyour, you know your employees,
because usually, if there is,you know, bad PR, it's either
(24:13):
that people mistreated theiremployees, right, didn't, didn't
protect them, allowed sexualharassment, you know, didn't
listen, right, somebody you knowalong the way, people thought
they could sweep things underthe rug.
So when I talk about if youwant to scandal proof your
company, you have that PR persongo and talk to every department
(24:36):
and say, hey, are there anypotential red flags we should
know about so we could talkabout?
How do we, how do we avoid this?
How do we, how do we have astatement ready in case?
You know?
You know how do we get ahead ofsomething.
But you know it's really goingto be.
If you have somebody who's likea serial, you know sexual
harasser or something, it's justsaving that that person.
(24:58):
Maybe you like them, but savingthat person.
Is it going to be worth it when, you know, two years later,
something comes out?
You know, I know, you know agood friend worked for a hedge
fund and it was about to comeout in the Washington Post.
You know, at one point that youknow big hedge fund guy, he
harassed this person, thatperson, and you know the company
(25:20):
had chosen to keep, you know,their CFO on.
But it was.
You know, I think they weresomehow able to squash it.
Unfortunately, I think theythey bullied the poor girl.
But you know, if that had comeout, they would have probably
lost, they might've had to goout of business.
It was really that bad and theymight've, or they might've had
(25:40):
to cut.
You know they might've lostsome clients.
They might've had to cut, youknow, a third of their workforce
.
So don't, you know, think aboutall your employees.
You know from the go and takecare of people.
The other thing I think forscandal proofing your company in
advance, instead of damagecontrol, would be with your
customers.
If there's a something thathappens, that's like a red flag,
(26:03):
like you want.
You know, hertz is a goodexample Hertz rental car.
They had a big scandal thatcame out and people there was a
site Hertz, hertz.
You know.
Yeah, I remember that youremember and they were they had
it automated that if somebody,if your car, wasn't returned
within 24 hours, they sent apolice report and so your car
(26:25):
was reported as missing, asstolen.
But sometimes it was that theperson at the office hadn't
filed it, they just hadn't.
They hadn't filed the paperworkthat said it was returned.
You know, sometimes it was thatsomebody had called hey, I'm
going to keep the car foranother day.
They didn't note it Right.
So it was something like.
(26:47):
It happened to something like500, at least three or 500
people, I can't remember andpeople were.
One woman was in jail for twomonths.
Oh my gosh Small kids.
Speaker 1 (26:57):
Wow, for small business owners that aren't
familiar with PR, what are sometips that you can give them that
they can start with now, beforethey hire a firm?
And then kind of, what is thatprocess working with a firm, how
, how would that look?
Speaker 2 (27:11):
So, before you work with a firm, some things you can
do to kind of get yourself inthat, in that mindset, get
yourself prepared, ready for PR.
You know if you can apply forawards right this is something
you know cheap, free orinexpensive thing to do.
If you have a PR, you know ifyou can apply for awards right
this is something you know cheap, free or inexpensive thing to
do.
If you have a book, anything,anything like that, if there's
(27:32):
any, you know kind of if you canhave customer success stories.
If you have a, if you have ahealth and wellness product, can
you do, can you do a survey?
Can you do have some customdata right About the people that
use it or about the benefitthat it has for people?
So these are things you coulddo that are that are low cost,
that give you some, some ammo.
(27:55):
You want to have good photos.
Ideally, you want to have goodphotos on white backgrounds.
If you have a product, you wantto you know product, or
yourself, if you are the expertyou want yourself on you know
nice, nice, attire whitebackground.
It's not that you can't alsotake some great, you know
portrait shots on you know dark,dark, black or gray or
(28:18):
something you know, somethingmore moody, but you at least
need some that are, you know,clean, bright, product shots
that could be, you know, orperson shots that can be placed
in different sections of themedia.
You want to start thinking inadvance, or you want to work
with a PR firm that's asking youquestions you know about kind
(28:42):
of.
What is your differentiator?
So what is unique about yourproduct or service or your level
of expertise?
Right, that is different fromwhat else is out there.
It could be it's organic, itcould be it's made in America,
you know it could be that youare, you know you're offering
(29:07):
health advice and you're adoctor.
So those things make a.
You know those are.
Those are huge.
Things can start with thosekinds of elements.
You can start getting yourselfin the in the frame, and then I
love to invite people when I'mworking with them or, you know,
when I'm we're starting aprocess is to ask for their
wishlist.
So start noticing and lookingand and finding out what media
(29:29):
is already out there.
Where would you love to seeyour client?
You?
know your your business oryourself, because I've had
clients that you know they.
You know an interior designerwho knew about, you know a
magazine in England that Ididn't know of, for example, and
she just really had.
(29:50):
It was totally her aesthetic,she knew, you know, she thought
it would be a good fit and it'slike I could, I could go, I went
and I pitched, you know, andshe was right, right.
So sometimes as the client, youhave good instinct.
Sometimes, you know, know, Iremember I had one client, for
example, that I um, it was afood product.
Um, I do a huge mixture.
(30:11):
I do you know tech apps, youknow fashion, you know health
care, but this was, this was acooking tool and we, I, they had
a.
She'd spoken at the un, she'dbeen featured and won all these
awards because it was savinglives in Africa and helping, you
know, families.
You know cause.
(30:32):
It was a non-electric slowcooker, basically, so people
didn't have to spend all thistime tending the fire.
It's called wonder bag, reallycool.
So so, and I was like I want toget an article in the New York
Times.
I want an article in the NewYork Times, like I was, you know
, zero focused.
I was focused on that.
But I also in doing all thework to get you know that pitch
just right.
I was also in pitching WallStreet Journal.
(30:54):
I was pitching Washington Post.
You know you tweak it a little.
Magazine I pitched USA Today.
Well, I think for that clientat the time I didn't get her New
York Times but I did get herUSA Today and I got her in Time
Magazine's 50 Genius Companies.
Speaker 1 (31:13):
Wow.
Speaker 2 (31:14):
So it was her bag next to, you know, this
non-electric cell cooker next toSpaceX, on the page.
Speaker 1 (31:19):
Wow.
Speaker 2 (31:20):
Yeah, so this is you know where it's like.
You want to be focused right asan entrepreneur and focus me on
the types of stories, but itmight lead, you know it might
lead to something you know evenbetter.
You know that's adjacent to itright or some people are like I
(31:41):
want this podcast and maybe theyget on.
You know 12 others and you knowsome are just as big right.
Speaker 1 (31:48):
Yeah Well, I encourage small business owners
that are listening Don't thinkthat this isn't for you.
A lot of times, this is exactlyhow small business gets to be a
big business.
Speaker 2 (32:01):
So it's one of those.
If you're plateauing, like yousaid, right, if you're, if you
are reaching a place whereyou're plateauing, you'll feel
like there's or there's a new,there's a competitor out there
that's new, it's products not asgood, and you know they're
coming for you.
Well, how can you differ?
Pr is one way that you candifferentiate yourself, right?
Even if you've got, let's say,a product that you, you must
(32:23):
half sell on Amazon, if yours isthe one, as seen in O Magazine
or whatnot, that can go on yourAmazon page, right, yeah, so
these are, these are all youknow.
These are the elements thatthat make a difference and can
kind of ward off a competitor.
Speaker 1 (32:42):
OK, so what is one red flag that people should
watch out for?
As a small business owner inthe PR world, yes.
Speaker 2 (32:50):
So you really want to watch out.
If you, um, if you get pitchedby a company or you see ads,
maybe on on social media I seeit a lot on Facebook or you know
Instagram, for example, whereit's like you know, guaranteed
PR, you know, work with us, wewill get you in.
You know these publications,you know a good publicist will
(33:13):
get you that.
But if somebody is sayingguaranteed PR, they're doing one
of a few things either it'sjust advertorial right, which is
they have to note if you'repaying for that specific
opportunity, then they need tonote that that is what they're
(33:33):
doing right Legally.
You don't want the FTC to comeafter you, yeah, or FTC.
So that's one thing you want towatch out, or FTC, so that's one
thing you want to watch out for.
You know, there's also.
It could be advertorial or itcould be that they are doing
something kind of sneakyunderhanded.
And you know, I've had clientsbe approached by.
(33:54):
It was one production companybut they produced some
television show for Lifetime, Ithink it was.
It was on at probably 2am andthey're saying, oh, we'd love to
feature you in Lifestyle Today.
And my client's like, oh, whatis this?
Should we do it?
And I'm like, oh, you know, andI took the call, talked to them
(34:14):
.
They don't want to talk to thepublicist, by the way, they want
to talk directly to the client.
They want to sell you reallyhard and they want to sell you
like a $20,000 segment for onesegment.
That's on it.
You know that amount of time.
And I think if you're going tospend 20 grand on work with me,
we can work with you, you know,for four to six months for that
(34:35):
rate and get you and get youseveral articles.
But I'll never guarantee aspecific outlet or something
like that, because I don'tcontrol the media.
I don't control the flow of,you know of news.
You know life happens Right,but I know how to get people
press and I have my.
You know my results speak forthemselves and you know I would
(34:57):
say you know as much as you knowI can have somebody sign the
six month contract.
If I'm not getting them results, we're probably not going to
keep working together after youknow month two or three.
So I don't mind working hardfor a living and being creative
and you know we're inpartnership.
Speaker 1 (35:17):
So, um, so that's.
It's fair to say, probably,that read the fine print and
don't sign anything until youknow what you're signing.
Speaker 2 (35:27):
Yeah, just make sure they're a real legit firm.
Is this PR or is thisadvertorial?
There's nothing wrong withdoing advertorial or doing an
influencer campaign.
Speaker 1 (35:39):
But just make sure you know that a $20,000 bill is
possibly coming or not.
Speaker 2 (35:43):
Yeah, yes, yes, yes, exactly All right, okay, very
good.
Speaker 1 (35:47):
Well, thank you, that's great information.
How would someone work with you?
Speaker 2 (35:52):
Yes, so they can contact me and they can go on my
website, marcy Clark PR, andyou can see I've worked because
I have a 20-year career in this.
I've worked in a lot ofdifferent industries.
So if you're like I don't knowif I'm the right fit, like just
just give me, you know, reachout, email me my website and my
(36:13):
emails on there, marcy, at MarcyClark PR, and I can set up a
call with you.
And if I'm not the right person, I can refer you.
I have a big network but Ithink as well the right person I
can refer you.
I have a big network but I thinkas well a lot of people maybe
(36:35):
they've talked to a PR firmbefore, a huge firm, a big
corporate firm, and they mightthink I can't afford PR.
That's 10, that's 12, 15 granda month and it can, right, but I
don't think you should bepaying more than 10 grand unless
you have like a hundred, 200employees, right, I think of.
You are a small business.
You know I have, I have um, youknow I think there should be
(36:57):
reasonable rates.
So I have reasonable rates.
I have rates that are also justfor sole entrepreneurs, where
maybe I'm supporting them, I'mdoing.
You know, if we're doing brandpositioning, I'm pitching them
as an expert and I'm focused,you know, on it's.
You know 15 to 20 hours a monthof my time and, and, and it's a
(37:18):
lot more affordable than peoplerealize.
Speaker 1 (37:20):
Yeah, no.
I'm glad you brought that upbecause some people that do know
what PR is.
They think of 10, 20, 30,000 amonth recurring retainer.
Speaker 2 (37:31):
Right, and some people have had their hand
bitten before from working withthose big firms.
Or, you know, before they werean entrepreneur.
They worked at a, you know, ata company that hired one of
these big firms and they, theysaw it just kind of the firm
didn't do that much.
You really, whether you'reworking with me or somebody else
(37:54):
, I have a lot of colleaguesthat are we're extremely
creative, we're go-getters, weare going to get you stories.
We are, you know, we're goingto work as hard as we can to you
know, make sure you get greatstories.
We are, you know, we're goingto work as hard as we can to you
know, make sure you get greatstories.
Some big firms you know they'relike so they send out leaning
back, sitting back.
So what's new?
(38:15):
What news do you have?
You know, no, it's a myth thatPR is just seasonal or if it's,
only when you have, you know, abig news announcement.
You know somebody inventedChristmas in July and year round
Christmas shops.
You, you know, pr is a yearround endeavor and and it takes
(38:37):
time to create, just like asales funnel, right, it takes
time to really get it going.
A lot of times the, you know, amember of the media will write
about my client after I havepitched them for two, three,
four, six months, right Even hadpeople that I pitched them
never heard anything and then, ayear later, I'm still working
(39:00):
with the client, maybe I'vegotten them a bunch of other
stuff, but a journalist, youknow, responds, you know, after
a year, after I just gave up onthat.
Speaker 1 (39:08):
So you, you just um but you got to get the ball
rolling somewhere.
Speaker 2 (39:14):
Yeah, you get the ball rolling.
I do.
You know a green flag you wantto look out for with an agency
is that they're really you knowthey're really creative.
They're asking great questions.
That they're really you knowthey're really creative.
They're asking great questions.
They're asking about who your,you know your, your target
audience is what, what storiesdo you have?
You know they're askingquestions about you.
(39:34):
They want to position you as anexpert, because that's something
you know.
Even, maybe somebody is a anexpert on.
You know, maybe they're whatthey're selling, right.
You know, maybe you're sellingsmall business, you know, maybe
there's what they're selling,right.
You know, maybe you're sellingsmall business.
You know coaching, but you mayalso be an expert, I'm guessing,
michael, on work-life balance.
(39:55):
You know, maybe you could alsospeak to how to be a good boss,
right?
So you really want to look forpeople that are asking deeper
questions, broader.
You're not pitching everythingall at once, but I create for my
clients like and you knowmyself with them like an
editorial calendar.
So you know if there's bigevents in their industry,
(40:19):
whatnot, maybe we're pitchingthat first.
Or a big story a celebrity justused their product, we leave
with that.
But then's perennial topics youcan pitch year round.
Speaker 1 (40:29):
Well, you have been a wealth of information for our
listeners today, explainingsharing tips about the PR
industry and how it works andhow it can be beneficial, and so
I encourage all of ourlisteners to go check you out.
I got two last questions.
One is where can they followyou to learn more about you?
I know you have your contactinformation, but do you post
(40:52):
things YouTube, linkedin?
I mean, where's a place thatyou share information?
Speaker 2 (40:56):
Yeah, so on LinkedIn I'm Marcy Clark.
Pr is my just under my name.
You can connect with me there.
Pr is my just under my name.
You can connect with me there.
I have an Instagram for mysocial club, women's mafia, and
then it's a little personal too.
It's just fun.
But my, you know the majority.
You know the best way tocontact me is I am person to
(41:19):
person, so I love to.
I want to talk to you on thephone.
Hop on a zoom.
I want to get to know you and,um, you know, usually I find I
jump right in with people andwe're we're thinking creatively,
we're we're brainstorming wherecould we position them with the
media?
Where could I imagine my mediacontacts wanting you know who,
(41:40):
who would want to write aboutthem?
So so we jump right in and then, and I make the process really
fun.
That's something people shouldknow.
So I created, you know, I bringin my, my background and
theater, improv, all that, and I, we do a lot of, and I'm a yoga
teacher, so a meditationteacher, so I do a lot of
visualization.
We do, you know a little bit of, you know, a guided meditation,
(42:03):
if people are open to it andthey actually get from that all
these ideas?
You know they get where theyshould be.
You know what are their dreampublications.
You know, sometimes we come upwith the wish list in real time
and we start, you know, writingthe headlines that we want to
pitch.
Speaker 1 (42:21):
Very cool.
Well, again, I encourage ourlisteners to reach out to you.
I always end with one lastquestion, because we always kind
of like to know where businessowners come from.
If you were in front of aaudience of seasoned business
owners, different stages ofbusiness, what is one piece of
advice you could give themthat's applicable to all of them
(42:41):
?
Speaker 2 (42:42):
It's.
You're more of an expert thanyou know.
Speaker 1 (42:45):
That's good.
Speaker 2 (42:47):
Yeah.
Speaker 1 (42:47):
Very good, very good.
Well, marcy, thank you again,wish you continued success and
we'll see you around.
Speaker 2 (42:55):
Such a pleasure.
Thank you, Michael.
Speaker 1 (42:57):
Thank you for listening to Small Business
Pivots.
Please don't forget tosubscribe and share this podcast
.
If your business is stuck, youneed help creating a business
that can run without you, or youneed a fast business loan or
line of credit, go to ourwebsite
businessownershipsimplifiedcomand schedule a free consultation
to learn why small businesssuccess starts with Boss.
(43:20):
If you want to talk anythingsmall business related, email me
at michael atmichaeldmorrisoncom.
We'll see you next time onSmall Business Pivots.
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