crafting your pitch & cracking the p.r. code
TRANSCRIPT
LUCRECER BRAXTON
@lucrecerbraxton
PAULA RIZZO
@listproducer
TERRI TRESPICIO
@TerriT
Crafting Your Pitch and Cracking the P.R. Code
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
I. How Media HappensII. The Power of the PitchIII. Follow-Up FormulaIV. Be a Media Go-To
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT PAULA RIZZO
TV news producer, author, Listful Thinking
TERRI TRESPICIOBrand/content expert, former mag editor
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
I. HOW MEDIA HAPPENS
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Behind the scenes.Learn how the media works.
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
What does the media want?
• New talent• Great stories• Fresh takes• Deliver on demand• Know how the media works
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
The media is looking for you!
• Blogs• YouTube• Online magazines• Other media• Their contacts!
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Know who you are.• Why your brand matters• Do a first impression audit• Be the expert
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Think beyond promotion.You’re out to change lives.
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
II. THE POWER OF THE PITCH
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
THE GOLDEN RULE:
Put yourself in the media’s shoes.
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Pitch elements• The hook• The twist• The point• The takeaways
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Pitch like a producer• Why do I care? • Why does my audience care?• Why now?• Why you?• Why might people object?• What do I do about it?
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Mini pitch workshop!• Write down 5 topics you speak
to• Pick one to explore as a pitch• Brainstorm 3 different angles on
that one idea
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
How does your pitch stand up?• Why do I care? • Why does my audience care?• Why now?• Why you?• Why might people object?• What do I do about it?
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Who to pitch? • Read the masthead• Call the network/studio• Connect on LinkedIn• Browse blogs• Search podcasts
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Pitch checklist• Get the name/outlet RIGHT• Clear, specific subject heading• 30 seconds to “skim and get”• Short, concise, clear• Include bio / website• MUST have a video clip for TV
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
III. FOLLOW-UP FORMULA
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
“Why didn’t I hear back?”• They’re overwhelmed• They can’t use it (now)• It wasn’t a fit• Things you couldn’t know
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
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
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Follow up don’ts• Don’t tag her every day on
Twitter• Don’t ask, “What did you think of
my pitch?” • Don’t give up on pitching
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
IV. BE A MEDIA GO-TO
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Act like an expert. • Take the call • Respond quickly • Refer the right person (even if
it’s not you)
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Be your own producer. • Don’t wait to be tapped• Stay in on the conversation• Showcase your expertise • Start now!
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
Turn your content into media gold:
• Your blog posts• Your social media posts• Your videos• Your podcasts• Your ebook
M I N D YO U R B U S I N E SScrafting your pitch and cracking the P.R. code
LUCRECER BRAXTON @lucrecerbraxton
PAULA RIZZO @listproducer
TERRI TRESPICIO @TerriT
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