LIGHTS CAMERA EXPERT 5 THINGSyou should never say to A TV PRODucer {and what to say instead} BY PAULA RIZZO & TERRI TRESPICIO THE POWER OF TELEVISION You know that expert you see on TV all the time who does basically what you do? The one you’re secretly envious of and think, “What does she have that I don’t?” You watch her and think maybe you don’t “know enough” or you’re “not ready” to talk about your specialty on TV like that person. You think, by comparison, that expert must have: A special skill. A brother-in-law at NBC. A pact with the devil. Wrong, wrong, and wrong. (Well, ok, maybe she does have a brother-in-law there, but that’s besides the point.) Know this: The thing you’re super jazzed to talk about with anyone who asks? That thing, that expertise, that problem you love solving? There’s no reason you can’t be on TV talking about it, too. Here’s the secret: That expert you see on TV regularly has broken the media code, crafted the perfect pitch and is now crushing it on air as a result. Don’t worry—you can do that too! You really can! It’s OK if you don’t know the first step or feel like you don’t know what to do. The secret doesn’t just work for TV, but also for being highlighted in magazines, podcasts, web shows, online magazines, newspapers, etc. We know what you’re wondering, though. Can you meet the approval of the media? Give them what they want? What do they want, anyway? Yes and yes. Fact is, no one can like, trust, or buy from you if they haven’t heard of you before. But even if a producer never has, you can make an impression and dramatically improve your chances of landing coveted media spots. HELP IS HERE. Everyone wants to know the secret of getting on the air. Everyone. Terri and Paula on a NYC bus with a curious commuter. 2 5 THINGS YOU SHOULD NEVER say to A TV PRODucer {and what to say instead} Today we’re going to zero in on TV. That’s where we’ve spent a lot of time ourselves. Both behind and in front of the camera. Paula and Terri didn’t meet in school. We never worked in the same office, or shared an apartment. But we have put each other to the professional test—and passed with flying colors, every time. That’s because we have been each other’s media gatekeepers. First, when Terri was one of Paula’s expert contributors at Fox News Health—and later, the roles were reversed and Paula pitched a story idea to Terri, then a senior editor at Martha Stewart’s Whole Living magazine. As a senior editor, Terri often did TV segments to demonstrate this or that healthy living tip. And one of those many dozens of times, Paula was her producer. B-ROLL: Additional video used We can’t remember the first segment we did together but we’re assuming it had some- to tell a story in thing to do with kale or green tea or both. television. In this case the video of At one point, Paula shot some B-roll of Terri strutting the halls of Fox News, trying to Terri walking down look all profesh. This was Terri’s first-ever B-roll shoot in her life. the hallway was used with a voiceover It was a milestone. introducing who she was. Paula booked Terri several more times for 3 reasons: 1. 2. 3. Terri delivered on air. Terri made Paula’s life Paula’s anchor enjoyed easy. segments with Terri. Before each segment Paula and Terri would After that first segment, This can make or break discuss the vision for the we kept in touch and an expert sometimes. You piece. Terri would deliver Terri pitched more stories need to be charming, fun, every time. Even if the that worked for Paula’s and informative. And yes, anchor asked questions audience. She sent ideas that anchor has to like that weren’t discussed that were different and you, too. Your first few before or were off topic, counterintuitive and easy segments are almost like Terri rolled with the to book. dating. No matter how punches. She showed up good you are on TV, if an on time, prepared and Think: Bacon is the anchor doesn’t love you checked off all the boxes new superfood as — you won’t get booked on Paula’s checklist. opposed to another again. They usually have segment on 5 ways a lot of say on who walks to lose belly fat. When on the set more than pitching a segment once. with props, Terri brought everything, helped set it up and Paula didn’t have to worry about a thing. 3 5 THINGS YOU SHOULD NEVER say to A TV PRODucer {and what to say instead} Years later, the tables turned when Paula pitched Terri an article on list making for a life- style section of her magazine, Whole Living. It was based on Paula’s new blog, ListProducer.com. Terri was impressed with what she was building in addition to her regular job. That blog would later become Paula’s book Listful Thinking: Using Lists to be More Productive, Highly Successful and Less Stressed. Paula had never been featured in a magazine before. It was a milestone. Here’s why Terri loved working with Paula: 1. 2. 3. Paula did her homework. Paula delivered on her Paula cultivated the pitch. relationship. She knew the section Terri edited, and only pitched She nailed the voice, She could have let it elements that worked— provided clear, succinct end once the piece was and pitched in July for the copy, and was incredibly published, but she didn’t. December holiday edition responsive with revisions. Paula stayed in touch when lists, her expertise, Terri would get feedback and sent relevant articles would be most needed. within minutes — even if Terri’s way, and stayed She put herself in Terri’s it was just, “Got it, will get on her radar. Then we position and knew that back to you by the end of met up for lunch—some- she worked months in the day.” thing Terri wouldn’t have advance. done if she felt Paula was angling for something. Paula learned more about Terri and her interests outside of her job. Days after Terri left the magazine (got laid off, cough cough), Paula invited her to a networking event. And the rest, as they say, is history. We’ve been friends and collaborators ever since. We share a fascination with all things media and entrepreneurship, and see so clearly where experts miss the mark—both in pitching their ideas and delivering them. And we’re thrilled to teach experts, visionaries, and aspiring media contributors of every stripe how to stick the landing on their pitches, segments, and more. 4 5 THINGS YOU SHOULD NEVER say to A TV PRODucer {and what to say instead} HOW DO I GET ON TV? This is the question that Paula and Terri have been asked literally hundreds of times. The number of pitches Paula has received as a producer for the past 15 years would as- tonish you. And the number of bad ones is equally mind numbing. So how do you do it? The bad news is there isn’t one “right” way. The good news is there isn’t one “right” way. But there are lots of wrong ways, pitfalls, and dead ends we can help you avoid, as well as dead horses that we can keep you from beating. Social media, blogs, podcasts and other forms of DIY media are radically and dramatically changing the media landscape. That’s for sure. But the fact is, being on TV still means something, and it still builds your media cred—big time! With longer news cycles and more channels than ever, TV producers are just as busy as ever booking guests. The other digital media platforms don’t “replace” the need for great on-air talent—they give you more places to showcase yours! Being tapped by a producer means you are a recognized expert in your field. People care about your opinions and what you say matters. The media says so. SO HOW do they do it? How do you actually break in and become the go-to expert that the media wants to hear from? One surefire way is to woo a producer. They are the keys to your media career. The hosts are not (usually) finding their own guests and making those decisions. By the time you get within ten yards of a host, you’ve had to pass muster with the producer at least once or maybe several times. There are dos and don’ts when it comes to approaching producers (and it applies to magazine editors as well). 5 5 THINGS YOU SHOULD NEVER say to A TV PRODucer {and what to say instead} Pitching yourself and your story ideas can be tricky if you don’t know where to start—and it’s even trickier if you haven’t been trained to deliver on those pitches. There’s a whole piece of this puzzle that must be in place long before a producer or editor clicks on your email. And if you skip that critical step, you risk going in unpre- pared—and not getting asked back.