Crack the Media Code and Build Your Media Brand

Crack The Media Code
W I T H
A N D B U I L D Y O U R M E D I A B R A N D
PAULA RIZZO & TERRI TRESPICIO
Copyright © 2017 Lights Camera Expert All rights reserved.

Paula Rizzo
TV news producer
Author, Listful Thinking
listproducer.com
Terri Trespicio
Brand/content expert
Former senior editor,
Martha Stewart
territrespicio.com
LIGHTS
CAMERA
EXPERT
LightsCameraExpert.co
Co-creators of

Why this matters to you
Behind the scenes in the
media
The power of the pitch
Follow-up formula
Be a media go-to
What We’ll Cover

Why you need to know this

You have been working with / pitching media for years,
but sometimes still get stuck
The media isn’t biting—and you can’t understand why
You want to help your clients make headlines and be
go-to media experts
May want to grow your own brand or business and be
seen as an expert in your own right
Why You’re Here

For your clients
Your business
Your brand
Your passion project
Use This For…

Behind the scenes
01

Tight deadlines, fast turnaround
Don’t need you until we need you (now!)
Pitches become “noise” and we can’t hear you
S T E P I N T O T H E N E W S R O O M

Blogs
YouTube
Online mags
Other media
Their contacts
W H E R E T H E M E D I A I S L O O K I N G F O R Y O U
A N D Y O U R C L I E N T S ( A N D W H Y )

W H O A R E Y O U ( A N D W H Y D O I C A R E ? )
Why you need to lead with one thing
What do other people see of you?
(Tip: First impression audit)
Why you’re the one to call

T H I N K B E Y O N D P R O M O T I O N
Be bigger than your book
What are you trying to change or
improve?
What mission are you on?
How is this helpful to others

The power of the pitch
02

K N O W T H E G O L D E N R U L E
Put yourself in the media’s shoes
If you don’t know why you care, then
neither does anyone else

W H AT I S H A R O ?
HARO helps journalists ﬁnd sources and vice
versa.
Sign up for daily emails at helpareporter.com
Upside: easy access, addictive, fun, great way
to play at engagement with media
Downside: It’s like a slot machine with pennies.

H O W A P R O D U C E R S E E S H A R O
Respond FAST (most gone in 24 hrs or less)
Worst responses (oﬀ topic, no content, not
responding speciﬁcally to request)
Include bio AND video (for TV)

T H E E L E M E N T S O F A P I T C H
The hook
The twist
The takeaway

P I T C H L I K E A P R O D U C E R
Why do I care?
Why does my audience care
Why now?
Why you?
What are the objections?

Pitch Session
Let’s talk about what you’re working
on, and how to pitch it.

Pitch Checklist
Double check the name / outlet
Clear, specific subject heading
30 seconds to “skim and get”
Short, concise, clear
Bio, website
Video clip links (!!)

Follow-Up Formula
03

“WHY DIDN’T I HEAR BACK?”

Here are a few reasons:
They’re overwhelmed
It wasn’t a ﬁt
They didn’t understand your pitch
Bad subject heading
(Things you’ll never know)

What to do next:
Send a follow-up email
Send another follow-up email
Call
Send additional ideas/resources/
referrals
Wait a few weeks, send a new pitch

Be a media go-to
04

Be responsive
Be a resource
Be a grown up
Expert
A C T L I K E A N

Don’t wait to be tapped
Stay in the conversation
Showcase your expertise
Start now!
Producer
B E Y O U R O W N

Your blog posts
Your social media posts
Your videos
Your podcasts
Your ebook
Media Gold
T U R N Y O U R C O N T E N T I N T O

AVOID THE MISTAKES
even PR pros make!

THE OBVIOUS QUESTION
How do you help your clients
understand how the media works, train
them to deliver on air, and get invited
back again and again?

LIGHTS
CAMERA
EXPERT
A 6-week program designed to
help experts and authors get—and
keep—media attention

Bring your client up to speed on how the media
works
Save you time—and make them camera ready
Increase the likelihood of multiple bookings
Reinforce and complement your eﬀorts
How We Can
Help You
LIGHTS
CAMERA
EXPERT

LIGHTS
CAMERA
EXPERT
Teach them how the media works
How to think through their brand/positioning
How to come up with pitch/story ideas
The basics of media training
How to nail the pre-interview for TV
How to deliver their message with conﬁdence
How to mine their own content for media gold
How We Can Help
Your Clients

What’s Included
Complete online training with video
Worksheets, videos & guides
Live weekly calls
Expert support & accountability
Exclusive, members-only podcast
LIGHTS
CAMERA
EXPERT

This is not a replacement for PR!
LIGHTS
CAMERA
EXPERT

“Within a matter of weeks, I went from
knowing nothing about working with the
media to having confidence in my ability
to successfully pitch various media outlets.”
LAURA TEMPESTA, SPORTS BRA EXPERT
LIGHTS
CAMERA
EXPERT
What Our Students Are Saying

SARAH HOWARD, FOUNDER
ELITE MOBILITY TRAIN
LIGHTS
CAMERA
EXPERT
“Take it from someone who had no
previous experience with the media—
the LCE course is a fast and effective
way to up your media game.”

LightsCameraExpert.co LIGHTS
CAMERA
EXPERT
“This course is a true game-changer.
LCE helped me look at my media
presence, online profiles and approach
in a whole new way.”
K.C. CORNWELL, FOUNDER, G-FREE FOODIE

LightsCameraExpert.co LIGHTS
CAMERA
EXPERT
EILEEN KENNEDY MOORE, PHD, AUTHOR
“LCE gives authors an invaluable peek
behind the curtain to understand how
media professionals think and what
they need. Paula and Terri can help
you begin your media platform or
take it to the next level.”

Free Ebook
5T H I N G Syou should never say
{and what to say instead}
BY PAULA RIZZO & TERRI TRESPICIO
T O A T V P R O D U C E R
LIGHTS
CAMERA
EXPERT
Text
“GETBOOKED”
to 44222

Crack the Media Code and Build Your Media Brand

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