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Crack the Media Code and Build Your Media Brand

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This presentation was delivered to the Women's Media Group in NYC on February 7, 2017.

Publicada em: Marketing
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Crack the Media Code and Build Your Media Brand

  1. 1. Crack The Media Code W I T H A N D B U I L D Y O U R M E D I A B R A N D PAULA RIZZO & TERRI TRESPICIO Copyright © 2017 Lights Camera Expert All rights reserved.
  2. 2. Paula Rizzo 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 Copyright © 2017 Lights Camera Expert All rights reserved.
  3. 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 Copyright © 2017 Lights Camera Expert All rights reserved.
  4. 4. Why you need to know this Copyright © 2017 Lights Camera Expert All rights reserved.
  5. 5. You have been working with / pitching 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 May want to grow your own brand or business and be seen as an expert in your own right Why You’re Here Copyright © 2017 Lights Camera Expert All rights reserved.
  6. 6. For your clients Your business Your brand Your passion project Use This For… Copyright © 2017 Lights Camera Expert All rights reserved.
  7. 7. Behind the scenes 01 Copyright © 2017 Lights Camera Expert All rights reserved.
  8. 8. Tight deadlines, fast turnaround Don’t need you until we need you (now!) Pitches become “noise” and we can’t hear you S T E P I N T O T H E N E W S R O O M Copyright © 2017 Lights Camera Expert All rights reserved.
  9. 9. 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 ) Copyright © 2017 Lights Camera Expert All rights reserved.
  10. 10. W H O A R E Y O U ( A N D W H Y D O I C A R E ? ) Why you need to lead with one thing What do other people see of you? (Tip: First impression audit) Why you’re the one to call Copyright © 2017 Lights Camera Expert All rights reserved.
  11. 11. T H I N K B E Y O N D P R O M O T I O N Be bigger than your book What are you trying to change or improve? What mission are you on? How is this helpful to others Copyright © 2017 Lights Camera Expert All rights reserved.
  12. 12. The power of the pitch 02 Copyright © 2017 Lights Camera Expert All rights reserved.
  13. 13. K N O W T H E G O L D E N R U L E Put yourself in the media’s shoes If you don’t know why you care, then neither does anyone else Copyright © 2017 Lights Camera Expert All rights reserved.
  14. 14. 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. Copyright © 2017 Lights Camera Expert All rights reserved.
  15. 15. 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) Copyright © 2017 Lights Camera Expert All rights reserved.
  16. 16. 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 Copyright © 2017 Lights Camera Expert All rights reserved.
  17. 17. 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? Copyright © 2017 Lights Camera Expert All rights reserved.
  18. 18. Pitch Session Let’s talk about what you’re working on, and how to pitch it. Copyright © 2017 Lights Camera Expert All rights reserved.
  19. 19. 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 (!!) Copyright © 2017 Lights Camera Expert All rights reserved.
  20. 20. Follow-Up Formula 03 Copyright © 2017 Lights Camera Expert All rights reserved.
  21. 21. “WHY DIDN’T I HEAR BACK?”
  22. 22. Here are a few reasons: They’re overwhelmed It wasn’t a fit They didn’t understand your pitch Bad subject heading (Things you’ll never know) Copyright © 2017 Lights Camera Expert All rights reserved.
  23. 23. 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 Copyright © 2017 Lights Camera Expert All rights reserved.
  24. 24. Be a media go-to 04 Copyright © 2017 Lights Camera Expert All rights reserved.
  25. 25. Be responsive Be a resource Be a grown up Expert A C T L I K E A N Copyright © 2017 Lights Camera Expert All rights reserved.
  26. 26. 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 Copyright © 2017 Lights Camera Expert All rights reserved.
  27. 27. Your blog posts Your social media posts Your videos Your podcasts Your ebook Media Gold T U R N Y O U R C O N T E N T I N T O Copyright © 2017 Lights Camera Expert All rights reserved.
  28. 28. AVOID THE MISTAKES even PR pros make!
  29. 29. THE OBVIOUS QUESTION How do you help your clients understand how the media works, train them to deliver on air, and get invited back again and again?
  30. 30. LIGHTS CAMERA EXPERT A 6-week program designed to help experts and authors get—and keep—media attention Copyright © 2017 Lights Camera Expert All rights reserved.
  31. 31. Bring your client up to speed on how the media works Save you time—and make them camera ready Increase the likelihood of multiple bookings Reinforce and complement your efforts How We Can Help You LIGHTS CAMERA EXPERT Copyright © 2017 Lights Camera Expert All rights reserved.
  32. 32. LIGHTS CAMERA EXPERT Teach them how the media works How to think through their brand/positioning How to come up with pitch/story ideas The basics of media training How to nail the pre-interview for TV How to deliver their message with confidence How to mine their own content for media gold How We Can Help Your Clients Copyright © 2017 Lights Camera Expert All rights reserved.
  33. 33. What’s Included Complete online training with video Worksheets, videos & guides Live weekly calls Expert support & accountability Exclusive, members-only podcast LIGHTS CAMERA EXPERT Copyright © 2017 Lights Camera Expert All rights reserved.
  34. 34. This is not a replacement for PR! LIGHTS CAMERA EXPERT Copyright © 2017 Lights Camera Expert All rights reserved.
  35. 35. LightsCameraExpert.co “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 LIGHTS CAMERA EXPERT What Our Students Are Saying Copyright © 2017 Lights Camera Expert All rights reserved.
  36. 36. LightsCameraExpert.co SARAH HOWARD, FOUNDER ELITE MOBILITY TRAIN LIGHTS CAMERA EXPERT “Take it from someone who had no previous experience with the media— the LCE course is a fast and effective way to up your media game.” What Our Students Are Saying Copyright © 2017 Lights Camera Expert All rights reserved.
  37. 37. LightsCameraExpert.co LIGHTS CAMERA EXPERT “This course is a true game-changer. LCE helped me look at my media presence, online profiles and approach in a whole new way.” K.C. CORNWELL, FOUNDER, G-FREE FOODIE What Our Students Are Saying Copyright © 2017 Lights Camera Expert All rights reserved.
  38. 38. LightsCameraExpert.co LIGHTS CAMERA EXPERT EILEEN KENNEDY MOORE, PHD, AUTHOR “LCE gives authors an invaluable peek behind the curtain to understand how media professionals think and what they need. Paula and Terri can help you begin your media platform or take it to the next level.” What Our Students Are Saying Copyright © 2017 Lights Camera Expert All rights reserved.
  39. 39. 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 “GETBOOKED” to 44222 Copyright © 2017 Lights Camera Expert All rights reserved.

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