How to Get and Keep Media Attention for Authors

Media Training For Authors
W I T H
H OW T O G E T &
K E E P M E D I A AT T E N T I O N
PAULA RIZZO
@ L I S T P R O D U C E R

What the Media Wants from Authors
Best Ways to Engage with the Media
Keep Getting Asked Back
What We’ll Cover
Copyright © 2023 Paula Rizzo - All rights reserved.

What the Media
Wants from Authors
01

Hundreds of pitches a day
Pitch review has a small window
Don’t need you til they 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

Blogs
YouTube
Social media
Other media - Media Begets 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

Always need fresh content
Always need topical ideas
Always looking for the “breakout” star
They have a job to do
W H Y T H E M E D I A N E E D S A U T H O R S !

R U L E S O F E N G A G E M E N T
Lead with one thing
What do other people see?
(Tip: First impression audit)
Why are you the one to call?

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

Mo Gawdat - Author, Solve For Happy
“Two days after Paula’s coaching, my
interview with Channel 4 News in the
UK went viral on social media with
more than 100 million views.
This really opened my eyes to ways I
could be even more effective in
spreading my message of
happiness.”

Emmy-Award Winning TV Producer | Media Trainer
Best-selling Productivity Author | Speaker | Contributor
Paula Rizzo

Cache
Exposure
Attention
Book Sales*
W H AT A U T H O R S G E T !

Best Ways to
Engage with the Media
02

K N OW T H E G O L D E N R U L E S
Put yourself in the media’s shoes
Who is their audience?
Get to know the show/anchor
Be open to collaborating

Look at the news through your
professional lens
Pitch angles that you haven’t seen done
Share your unique perspective and
opinion
U N L E A S H YO U R E X P E R T I S E

WORDS
Wise
“Be of Service!”

P I T C H L I K E A P R O D U C E R
Why does the producer care?
Why does their audience care?
Why now?
Why you and not a di
ff
erent author?
How is this di
ff
erent?

T Y P E S O F P I T C H E S F O R P R I N T M E D I A
Byline / Contributor
Op-Ed
Expert Interview

T Y P E S O F P I T C H E S F O R R A D I O / P O D C A S T S
Guest Segment
Co-host

T Y P E S O F P I T C H E S F O R T V / V I D E O
In-studio interview (2-8 minutes)
Package (1 -3 minutes)
Do-it-yourself soundbite

PaulaRizzo.com/10q

T I P S F O R P I T C H I N G V I D E O
Think visually!
Think fast
Think table tops & demos
Think experiences/transformations
(before and after)

New trends in yoga
Segment on body positivity
Panel member about how to
let go of fear
In Studio

P I T C H E L E M E N T S F O R I N S T U D I O
Video clips
Solid talking points
Table top/demo/show and tell

Keep Getting Asked Back
03

H OW T O B E C O M E A G O - T O A U T H O R
Say YES!
Show up Soundbite Ready!
Always pitch what THEY need

Common Pitch Problems

Pitch problem
Bad Subject Lines

Subject: Can I pitch you?
>>Don’t Ask A Journalist A Question
When The Answer Could Be No
LINES
Deadly Subject

Subject: Are you interested in this?
>>Give Them A Reason To Be!
LINES
Deadly Subject

Subject: Expert available
>>Yes We Know. Tell Us More!
LINES
Deadly Subject

Subject: What are you working on?
>>Don’t Give Them More Work!
LINES
Deadly Subject

Pitch problem
No Video Clips

Pitch problem
Unclear pitches

What Is A Pitch?
An email to a media
gatekeeper that explains
what and how you can
contribute to their outlet.

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

Your blog posts
Your social media posts
Your podcasts & video
Your other media interviews
Your BOOK!
Media Pitches
T U R N YO U R C O N T E N T I N T O

Step One: Research Outlets
Step Two: Watch / Read Them
Step Three: Brainstorm Ideas
Step Four: Write An Awesome Pitch
4 S T E P S T O C R E AT I N G A C O M P E L L I N G P I T C H

Subject: Ditch Your Ex’s Stu
ff
this Valentine’s Day

ff
The Hook

ff
The Twist

ff
The Takeaway

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

Reasons You Didn’t Hear Back?
They’re overwhelmed
It wasn’t a
fi
t
They didn’t understand your pitch
You were just another author…
Other things you’ll never know

How To Connect With Media
LinkedIn
Twitter
By lines / bios
Your contacts

Follow up
Start a conversation
Make a connection
Be a resource
Create your own content
A Response
T H E G OA L I S

MediaReadyAuthor.com

How to Get and Keep Media Attention for Authors

How to Get and Keep Media Attention for Authors

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