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

Paula Rizzo TV news producer Author, Listful Thinking listproducer.com

Terri Trespicio Brand/content expert Former senior editor, Martha Stewart territrespicio.com

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Co-creators of

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

Why you need to know this

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

For your clients

Your business

Your brand

Your passion project

Use This For…

Behind the scenes

01

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

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 )

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

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

The power of the pitch

02

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

W H A T 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.

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)

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

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?

Pitch SessionLet’s talk about what you’re working

on, and how to pitch it.

Pitch ChecklistDouble check the name / outlet Clear, specific subject heading 30 seconds to “skim and get” Short, concise, clear Bio, website Video clip links (!!)

Follow-Up Formula

03

“WHY DIDN’T I HEAR BACK?”

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)

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

Be a media go-to

04

Be responsive

Be a resource

Be a grown up

ExpertA C T L I K E A N

Don’t wait to be tapped

Stay in the conversation

Showcase your expertise

Start now!

ProducerB E Y O U R O W N

Your blog posts

Your social media posts

Your videos

Your podcasts

Your ebook

Media GoldT U R N Y O U R C O N T E N T I N T O

AVOID THE MISTAKESeven PR pros make!

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?

LIGHTSCAMERAEXPERT

A 6-week program designed to help experts and authors get—and

keep—media attention

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

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LIGHTSCAMERAEXPERT

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

What’s Included

Complete online training with video

Worksheets, videos & guides

Live weekly calls

Expert support & accountability

Exclusive, members-only podcast

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This is not a replacement for PR!

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“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

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What Our Students Are Saying

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SARAH HOWARD, FOUNDER ELITE MOBILITY TRAIN

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“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

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“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

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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

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

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Text “GETBOOKED”

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