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
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
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?
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?
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 (!!)
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?
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
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