As PR professionals you are tasked with more than just getting your clients booked. You are often the first real branding effort that client has had. Not to mention the client’s first interaction with the media. Talk about exhausting.
In this interactive workshop, Emmy-award winning senior producer, formerly of Fox News Channel, Paula Rizzo and former Martha Stewart magazine editor and media personality Terri Trespicio share industry insights and strategies for helping create and distill their clients’ brands, and also help coach them to become go-to experts in the media.
Paula & Terri will cover:
-Find out what media gatekeepers want—and how they think. -Discover the formula for success in getting, and keeping, the attention of editors, producers, podcasters, and anyone else looking for expert talent.
-Craft your pitch. Topics are only as interesting as the person who pitches them. Learn what makes a solid pitch—and how to go from inbox to in studio.
-How to create compelling content that will keep the media intrigued
-PLUS: Bring your current and developing pitches - we’ll workshop them and help you make them media worthy.
**First presented on July 10, 2019 at New Product Events - PR Bootcamp to PR professionals**
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How to Pitch Like a Producer or Editor
1. How To Pitch
W I T H
L I K E A P R O D U C E R O R E D I T O R
PAULA RIZZO & TERRI TRESPICIO
LIGHTS
CAMERA
EXPERT
2. Why this matters to you
Behind the scenes in the
media
The power of the pitch
What We’ll Cover
Follow-up formula
How to rethink product pitches
Mistakes even seasoned pros
make
3. 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
7. 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
9. 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
13. “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
14. 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?
16. 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 the audience
cares, then neither does anyone else
Don’t always lead with product—
think story, then expert
18. 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)
19. 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
20. 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?
22. You sell juice.
Here’s what you say to customers:
Our juice is the freshest & best.
It’s competitively priced.
Families love it.
Celebrities love it.
23. The media doesn’t want a juice salesperson;
they want a juice expert.
25. Focus on what you have to give to
their readers and viewers—
No Strings Attached.
26. Being an expert gives your client more
cred than selling something.
Remember
27. Think like an expert
Do This
Instead!
Lead with a specific message, not a
storefront
Lose the superlatives (“the best,” “the
most”)
Focus on the benefits, not the business
47. Subj line: Hi Paula
Hi Paula, our product is going to change the way people travel
and experience the gym and their activities.
We’re thrilled to be preparing our first fundraising campaign and
are reaching out to journalists who have a background in health,
fitness & travel.
Would a product like this be something you would be
interested in reporting on? If so, who is the right person to
contact?
50. 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 (!!)
53. 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
54. 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
66. Identify and articulate what makes your client’s
work stand out—in a way that supports and expands
on her product, book, or business
Brand Messaging
67. “We brought Terri in for a big project,
and within a surprisingly short period
of time she understood our mission,
values, and objectives. I’m reluctant
to write this testimonial because we
want to keep her a secret!”
CHRIS KRESSER, M.S., L.AC
FUNCTIONAL MEDICINE EXPERT
AND BESTSELLING AUTHOR
71. 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
72. The Lights Camera Expert course
is not a replacement for PR!
LIGHTS
CAMERA
EXPERT