How To Get And Keep Media Attention

How To Get & Keep
W I T H
PA U L A R I Z Z O & T E R R I T R E S P I C I O
LIGHTS
CAMERA
EXPERT
M E D I A AT T E N T I O N
Copyright © 2019 Lights Camera Expert. All rights reserved.

HAVE BEEN IN THE MEDIA?
How Many Of You

Paula Rizzo
Emmy award-winning
TV news producer,
media strategist,
author, Listful Thinking
@listproducer
Terri Trespicio
Branding expert,
keynote speaker,
former senior editor,
Martha Stewart
@territ
LIGHTS
CAMERA
EXPERT
LightsCameraExpert.co
Co-creators of

You’re good at what you do, and want to share
your expertise with more people
You’re curious about how the media could
grow your brand and business
You don't know how—or whom—to pitch
Why You’re Here

Who’s the media
and what do they want?
01

Mainstream: TV, magazines, newspapers
Radio
Blogs
Podcasts
Trade publications
Social media
W H O I S T H E M E D I A ?

A source
An expert
An example in a story
A contributor
A live guest
A guest blogger
W H O A R E Y O U T O T H E M E D I A ?

Blogs
YouTube
Social media
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

Hundreds of pitches a day
Pitch review has a small window
Don’t need you till we need you
Evergreen stories are killed for breaking news
T H E R E A L I T Y O F T H E N E W S R O O M

Your brand is not your business
Why you need to lead with one thing
How do other people see you?
Branding 101

FIRST-IMPRESSION AUDIT
Time For A…

Y O U ’ R E M O R E T H A N Y O U R B U S I N E S S
What are you trying to change or
improve?
What mission are you on?
How is this helpful to others?

W H AT C A N T H E M E D I A D O F O R Y O U R B U S I N E S S ?
Credibility
Buzz
Engagement / interest in your project
More media
Funding / investor interest
Business growth / sales

Meet Greg Corey.
He wants media
cred, but couldn’t
care less about
being on TV.
(We met him here @ How!)

Here’s what happened.
Greg responded to a HARO
request for small business
owners.
His quote ran on a small
blog
That blog got picked up by
MSN Money
A CNN producer decided to
do a segment on it—and
called Greg.

Since then, Greg’s
done more media…

One mention made a big
difference for us, too.

Terri pitches idea
Terri writes content.
Piece goes live.
Writer uses content.
“…”

Sandy reads the piece on Forbes
Watches the free video
Enrolls in the course

But the story
doesn’t end there.

Then…
Sandy wants
more help
Sandy attends live event
Sandy becomes
a 1:1 client
Enrolls in mastermind

Let’s do the math.
$1997 course sale 
$29,047 in consulting 
$18,000 mastermind 
$49,044
One Forbes article
mention…

See that again…
One Forbes  
article mention… $50K

The power of the pitch
02

W H AT I S A P I T C H ?
A powerful tool for connecting with the
media
A way to get booked or featured
An email in which you sell your idea to
the producer, editor, or booker

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

K N O W W H O Y O U ’ R E P I T C H I N G
Study the ads/sponsors
Watch / listen to the shows
Read the publications and know who
covers what
Get to know the anchors / hosts
Lead with the story (not just “you”)

W H O ’ S R E A D I N G Y O U R P I T C H E S ?

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?

“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 &
FOUNDER, BRAVOLUTION
LIGHTS
CAMERA
EXPERT
What Our Students Are Saying

LIGHTS
CAMERA
EXPERT
LAURA TEMPESTA
FOUNDER, BRAVOLUTION
Copyright © 2017 Lights Camera Expert All rights reserved.
Lce Student Featured!

Text
“GETBOOKED”
to 44222
Get instant access
to our FREE course 
“How to Be a Media
Magnet”

Anatomy Of A Pitch
Ex: The professional organizer

Anatomy Of A Pitch
Topic: Reorganizing after a milestone
After a breakup
After a death
Kid goes to college
Three angles (pick one)

Anatomy Of A Pitch
Pitch:
3 ways to reorganize your home after a breakup  
(and make like he was never even there)

Mini Pitch Session
Let’s try it! You ready?
What’s one thing people ask your advice on?
Brainstorm 3 angles on it

How does your pitch stand up?
Why do I care?
Why now?
Why you?
What are the objections?
How do I do 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

Who to pitch
03

LinkedIn
Social media
Website for show, podcast, publication
Contributor (bylines)
Call the station
Warm intro
H O W T O C O N N E C T

U S E H A R O ( H E L PA R E P O R T E R . C O M ” )
Upside: easy access, addictive, fun!
Downside: Penny slots and often don’t hear
back
An online resource where the media tells you
what experts it’s looking for.

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

Take the call
Respond quickly
Refer the right person (even if it's not you)
Expert
A C T L I K E A N

LIGHTS
CAMERA
EXPERT
CASS MCCRORY, THE SUBTRACTION PROJECT
LCE student Cass
McCrory featured in
Oprah magazine!
Featured!

…AND THE WORLD IS READY TO HEAR IT
You Do Have Something To Say

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

Friday, May 10 @ 10:30am
RIGHT HERE with Paula
How To Create Compelling Videos &
Handle Any On- Camera Opportunity
Produce Like A Pro:

How To Get And Keep Media Attention

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