crafting your pitch & cracking the p.r. code

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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