Even the most seasoned PR pros have pitching blindspots. In this lively session, Paula Rizzo and Terri Trespicio, cocreators of Lights Camera Expert, show you how to get media attention for your clients again and again. (Originally delivered at PRSA NY Oct 2017)

1. Pitch
W I T H
L I K E A P R O D U C E R
PAULA RIZZO & TERRI TRESPICIO
P R S A N Y C
O C T O B E R 2 0 1 7
LIGHTS
CAMERA
EXPERT

2. Paula Rizzo
Former 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

3. 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

4. You’ve been pitching the 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
You want to grow your own brand or business and be
seen as an expert in your own right
Why You’re Here

5. Behind the scenes
01

6. T H E R E A L I T Y O F T H E N E W S R O O M
Hundreds of pitches a day
Pitch review has a very small window
Don't need you to til we need you
Evergreen stories always get killed
for breaking news

7. 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 )

8. “We need it now.”
“We’re not doing that type of segment anymore.”
“We just did a similar segment.”
“We never do [insert type of segment].”
T H I N G S T H E M E D I A T E L L S Y O U

9. H E R E ’ S H O W T O S TA N D O U T
Lead with ONE thing
What do other people see? (Tip: First
impression audit)
Why do I care about this topic or your
client

10. T H I N K B E Y O N D P R O M O T I O N
Bigger than the book/business/
product
What are you (or your client) trying to
change or improve?
What mission are you / your client on?
How is this helpful to others?

11. The power of the pitch
02

12. K N O W T H E G O L D E N R U L E S
Put yourself in the media’s shoes
If you don’t know why my audience
cares, then neither does anyone else
Lead with the story, not the expert

13. 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.

14. 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)

15. 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

16. 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?

17. AVOID THE MISTAKES
even PR pros make!

18. The non-pitch pitch
The “expert available” pitch
The “what are you working on" pitch
Avoid
W H AT T O

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

20. 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 (!!)

21. Follow-Up Formula
03

22. “WHY DIDN’T I HEAR BACK?”

23. Why they ghosted:
They’re overwhelmed
It wasn’t a fit
They didn’t understand your pitch
Bad subject heading
Other things you’ll never know

24. 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

25. THE OBVIOUS QUESTION
How do you create pitches that get
responses, train your clients to deliver
on air, and help them become
go-to media pros?

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

27. This is not a replacement for PR!
LIGHTS
CAMERA
EXPERT

28. Bring your client up to speed on how the media works and
what is expected of them
Save you time—and make them camera ready
Increase the likelihood of multiple bookings
Reinforce and complement your efforts
What The Course
Can Do For Your Clients
LIGHTS
CAMERA
EXPERT

29. LIGHTS
CAMERA
EXPERT
Media training (1:1 and workshops)
Pitch & story development
Brand consulting
Speaking consulting (keynotes, panels, TEDx)
Content creation (blogs, podcasts, etc)
How We Can Help You

30. LIGHTS
CAMERA
EXPERT
“Paula Rizzo knows how to make a
segment sing. She creates compelling
new ways to tell stories and change
how people think. If you want
someone who can craft the perfect
segment idea and get your message
across, she’s your match.”
J.J. VIRGIN
AUTHOR & NUTRITION EXPERT
Copyright © 2017 Lights Camera Expert All rights reserved.
LightsCameraExpert.co

31. LIGHTS
CAMERA
EXPERT
“Working with Paula is a
breath of fresh air. I’d work
with Paula any day,
anywhere.”
PETER SHANKMAN
BEST-SELLING AUTHOR
FOUNDER OF HARO
Copyright © 2017 Lights Camera Expert All rights reserved.
LightsCameraExpert.co

32. LIGHTS
CAMERA
EXPERT
“If there's one team I trust with
media and messaging, it's these
two. Paula and Terri not only
know their stuff—they'll help
you up your game in a big
way.”
FARNOOSH TORABI
HOST, SO MONEY PODCAST
Copyright © 2017 Lights Camera Expert All rights reserved.
LightsCameraExpert.co

33. 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
“PRPROS”
to 44222