November 21, 2023 • 51 mins
Unlock Media Success with Aliza Friedlander: Expert Tips for On-Camera Mastery! 🎥🚀 In this illuminating episode, media strategist and TedX speaker Aliza Friedlander spills the beans on attracting the media spotlight and acing on-camera interviews. Join the conversation with TV veteran Jamie Maglietta as they delve into Aliza's journey, from preparing for her TedX speech to navigating pivotal moments in her career.Discover insider tips on transforming your social feeds into powerful media channels, as Aliza shares valuable insights for professionals looking to boost their online presence. This episode is a goldmine of practical advice to elevate your media game.Subscribe now to (ON CAM) Ready for an exclusive deep dive into the world of media strategy and on-camera mastery. Don't miss out on the keys to media success! 🌟🔑 #MediaTips #OnCameraMastery #SocialMediaStrategyFor more on Aliza: LINK
Chapters00:00 Intro00:16 Aliza Friedlander: Founder, Freed Up Communications 00:30 Jamie Maglietta recording intro from podcast booth03:10 Aliza Friedlander TedX08:30 Conversation between Jamie Maglietta and Aliza (AI Switcher through Riverside)09:00 Aliza on her TedX preparations12:00 What PR is15:50 How to turn your social media feed into your own media channel22:18 How to build a relationship with the press/ media28:40 How on air experts can capitalize on breaking news29:05 What Aliza learned from creating a Ted Talk35:34 How on camera personalities can build on touch points42:00 Aliza talks about the podcast The Exit Interview with Kim Rittberg47:30 Final thoughts on her swerve from TV producer to work from home publicist and motherhoodYouTube Channel: https://youtu.be/nVy9MRygHPo?feature=shared📺 Jamie is a TV Veteran with nearly 20 years of experience and is now offering her training and expertise as a consultant.👏🏼 Thank you for SUBSCRIBING🔗 FREE Podcast Development PDF👇🏼🔗 1:1 Consulting 👇🏼🔗 Podcast Platform of Choice (RIVERSIDE LINK BELOW)🔗 The Roadmap to Riches Marketing Course with Master Resell Rights 👇🏼🔗 Email & WebsiteSTORE Website: https://www.oncamready.comEmail: jamie@oncamready.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:06):
Welcome to On Cam Ready. I'm Jamie Magalietta, ATV
veteran who's here to help you produce up your content so you
can become more alluring to the press on this week's episode.
My #1 tip is to start sharing your stories on social media and
using it as a storytelling platform and as a media outlet
in addition to a sales. Platform A marketing platform or
(00:31):
a self promotional platform #2 is research.
Research is essential. On this video podcast we are
bringing you experts to help youbrainstorm ideas and can offer
you TV insider knowledge to helpyou with your own research.
(00:52):
I'm also showing you a little bit more behind the scenes so
you can get a better sense of what it takes to create content,
video, podcast, or you know, just edit videos in general.
By the way, if you do decide to launch your own video podcast or
podcast and you want a platform,check out the description below.
(01:15):
I am affiliated with Riverside and anyone who signs up using my
link supports this podcast financially, so thank you.
You know, using your social media platforms as your own
media channel is a great way to help promote your services,
expertise, and personality. Those who show up glow up.
(01:36):
I say it often and if you show up online, chances are you're
going to start attracting the media.
If you offer expertise and valuethat pertains to the discussions
and the conversations that the media is having, what you need
(01:56):
to really do is figure out what's in the news and how can I
weigh in? If you are a lawyer and there's
court cases taking place, you should be taking to your social
media channels and maybe explaining what an indictment is
or weighing in with your legal opinion.
By putting yourself out there, you become a part of the
(02:17):
conversation and could potentially be picked up by the
press without even having to pitch yourself.
You know, being able to say you appeared on ABC or Fox News
Channel or the BBC really does help legitimize your expertise
and whatever service you offer. So on this podcast we will help
(02:39):
you not only produce up your content but potentially attract
a wider audience. Our guest for this conversation
today is Elisa Friedlander, a former TV news producer who is
now a Batik PR strategist. We connected through LinkedIn,
and what made me want to book her is the fact that not only
(03:02):
was she a TV producer, but she also gave a Ted talk.
Here's a clip from her speech. At one point in time, my Rd. was
straightforward. I had a goal of being a producer
at a top morning show in New York City.
(03:22):
But when the goals changed, I realized that Straightforward
Rd. wasn't getting me to where Iwanted to be.
When I got to those forks in theroad, the ones that made me feel
like I needed to either pick a career in media or the family
life of my dreams, I took none of them.
(03:43):
And you have that option too swerve.
Take the road you might not knowexisted.
One where you can have the benefits of both the career
track and the mommy track. She took the off ramp to
entrepreneurship. She swerved and her message
(04:06):
resonated with me. You know, when booking guests, I
am always looking for a connection, a story that may
resonate with not just myself, but the audience, with the
audience I desire to have. You know, I've been in TV news
for over 20 years, but for nearly 20 years across major
(04:27):
networks. And whenever you're booking a
guest, you're really looking forthat person who's going to
really, truly connect with the viewers or to bring in viewers
that you're hoping will start showing up right now.
You know, I'm a mom, I'm workingfrom home.
(04:50):
I'm trying out YouTube and sharing how I'm doing it online
to help you overcome some of those hurdles that you may think
are there but aren't really thatbad.
So before I get to Eliza, let mejust remind you of my background
and what I'm doing now. I am a freelancer offering
(05:14):
production management services, mainly an unscripted but also
large scale live events. Since I'm out on my own, I've
decided I might as well learn YouTube and vlogging and video
podcasting and podcasting so I could expand on my services and
help clients. It's my side hustle, or what
(05:36):
people may call my side hustle. Maybe it will become my full
time one day, but right now I'm a freelance producer and I love
it. I love dating.
It's enjoyable at this point in time.
When this posts as a TV producer, I knew when I launched
a business I needed content. And what better way to create
(05:59):
content than with a video podcast.
Even Gary Vee just recently saidif you're not podcasting then
you need to be. And it can be a lot easier than
some may tell you. You don't need to spend a ton of
money, and you can do it from your phone and you can do it
from your computer and I will show you.
(06:23):
But as a producer, I really couldn't imagine launching a
business without content. So having a video podcast gives
me an opportunity to provide youwith value, me with content to
share on social media and acrossplatforms, to potentially build
an audience to get people to listen.
I mean, you don't want to have apodcast and have no one listen.
(06:44):
So you need to put yourself out there either with a newsletter,
an e-mail, thought leadership onLinkedIn.
You need to be doing something. You can't just be putting
podcasts together. You need to have an audience and
build it. And many of them, if you look at
all these top podcasters are on Instagram or TikTok.
(07:07):
They're putting themselves out there.
The same thing goes for you. If you want to be in a guest on
a podcast or a TV show, you needto be out there.
That is why on Cam, Ready is going to help you come up with
ideas for social and give you the inspiration to potentially
glow up. And that's exactly what our
(07:28):
guest did. Elisa showed up and she's now a
business owner who lobbies for her clients.
She isn't out front and center like she was during her Ted
Talk, but she's pushing herself to be in front of the camera.
So this conversation is between two people who are used to being
behind the scenes, collaboratingto provide you with some tips so
(07:54):
that you can attract the media. Here's part of our conversation.
It was edited due to time. I had a cold, so I was coughing
a lot. Here you go.
Elisa is with us now. Elisa.
Oh my gosh, I can't believe you spoke.
Had a Ted talk. Like what?
First off, what was that like? It was awesome and terrifying,
(08:17):
maybe terrifying and then awesome.
I will say the curator that I had and the Ted talk that I did,
the organization was so put together and we had so much help
and so much guidance. I worked on that talk from.
January until I gave it in June.Every single week, once a week,
(08:42):
I met with my speaker coach practicing.
Going through it. It was terrifying, but it was
also awesome and exhilarating and I want to do more speaking
after it. And I was also 10 weeks
pregnant, so Oh my gosh. Really happy I was able to keep
it all together. I was super sick in my first
(09:04):
trimester, and I had to tell. I told my curator and my speaker
coach, and I was like, I'm not gonna be able to be at all the
rehearsals this weekend. I and I felt so sick.
And somehow the body just knows that you gotta be on.
And it was the one weekend in myfirst trimester that I could
actually, like, be out of bed and eat and be on stage.
(09:27):
And so I didn't. Projectile vomit all over the
stage, which was really awesome.So yeah.
I was 10 weeks pregnant and I was going to say you had a
really great suit. It was very flattering.
Thank you. It was a last pregnant found a
great suit. It was a lot of energy
confident. That was really great and nobody
(09:49):
knew I was pregnant and I still haven't even.
I'm now starting to be like, Oh yeah, I'm looking back.
And I was. 10 weeks pregnant, I'm like, that's crazy, you
know? But the messaging that you
shared, especially knowing that you're 10 weeks pregnant,
talking about The Forks in the road as mothers that are, you
know, career focused, ambitious women, it must really sit with
(10:14):
you uniquely because here you are on a Ted Talk stage talking
about motherhood as someone who's pregnant.
So I mean, that must have just been a really, truly amazing
experience for you. It really was.
And it was also my dad joked as I was practicing my talk,
because I practiced constantly anywhere I got a chance.
(10:37):
So in your talk you talked aboutswerving.
So what did you wind up swervinginto?
So I wound up swerving into currently right now the CEO and
founder of a boutique. PR agency.
And so I do what traditional andnontraditional public relations.
(10:59):
And really my definition of public relations is storytelling
and using your voice and your skills to get a story and a
message out there. So you can be a brand that has a
story to tell. You can be an expert that has a
story to tell, but you really have to focus on.
(11:19):
The stories that are taking place, both your stories and the
stories that are happening around you.
So not just what you want to sayand what you think is important,
but leaning into trends or leaning into what's happening in
the news cycle and really takingthat whole concept and seeing
how it can apply to you. Your story, your idea, your
(11:41):
brand to get your message out there, to get your product out
there, to get your expertise outthere.
And then I also look at the other side of things and you can
see this return on PR now as well through affiliate PR and
social media and different areas.
(12:02):
So PR is no longer in my mind, just this sort of woo woo like,
oh, you're going to get some news hits and brand awareness it
is. Very big on brand awareness and
very big on visibility, Very bigon credibility.
(12:23):
But there's also another side ofit now that you can see where
those dollars sometimes are going.
And so that's what I swerve to. But the swerving has happened
constantly. This is what I swerve to and
where I have landed right now atthis point in time and you know,
(12:44):
but you weren't always in PR. So you know, she talks about
this in her Ted Talk. I introduced her.
You know a little bit about her,but please, why don't you tell
us a bit more about your TV producing career and the
trajectory you were on? Yeah, so I swerved like you
said. Now to PR.
That's where I've landed at thispoint in time.
I started as a morning show producer and as a TV producer,
(13:06):
but even in my TV life and even in all of that.
Looking back now, I was constantly swerving and I was
constantly looking at where to go from where I was and my
trajectory was not linear and I didn't even in TV take that
linear traditional path from super small market to midsize
(13:33):
market to bigsize market and grow my career that way.
I really I started in, DCI started at.
Station in DC as a writer and I worked my way up within the
station and I ended up being in DC and Baltimore for my entire
career. So I ended my career at as as a
(13:54):
local Morning News show producerin Baltimore.
I still am in Maryland and I then swerved to be a full time
stay at home. Mom, I was working 11:00 PM to
7:00 AM wasn't going to be able to do it.
Not a sustainable lifestyle for myself.
I was always so impressed with the anchors and the women who I
(14:17):
worked with who were able to go that path.
It was not a path for me and so I swerved to be a stay at home
mom, got a master's in emerging media.
So I always have wanted to kind of stay on top of what was
happening in media. And be able to take those
swerves and those turns and not that linear pathway to say, you
(14:40):
know, when my kids are older, I think I am going to want to go
back to work, but I'm not going to be able to be a TV producer.
So what can I do with my TV producer skills as media is
expanding? Now, this was almost 1011 years
ago, and so everybody who was like, you're getting a master's
in emerging media. What does that even mean?
(15:03):
Emerging media is now all of themedia that we consume today, the
two of us are TV producers at heart, right?
That's our training. TV production is the base of
where we begin our careers. And when you start to look at
social media, publicity, entrepreneurialship, having had
that experience, there's a lot of overlap.
(15:24):
A lot of our skills apply to these different mediums in
unique ways. And the hustle that we've
learned over those years also isvery applicable.
One thing we talked about was how TV production and the TV
producer mindset could be applied to more of a social
media strategy. What?
What are your thoughts on applying those skills to
(15:47):
building a brand online? So this is something that I am
really passionate about and thatI talk about a lot.
When I do go out and talk, I, like I said, was 10 weeks
pregnant my TEDx talk. So I sort of have swerved back a
little and taken some time away to be with the baby and to be
with my other kids and again swerving back to that stay at
(16:12):
home mom. Tight idea, but still full time
working as well it your social media channels now should be
looked at as your own. Media outlets for people, for
brands, and you talk about this all the time, you should be
putting out on your social mediathe story that you want to tell
(16:36):
to traditional media. So using social media as that
first step to getting that bigger publicity or bigger PR or
bigger reach is. How you should be looking at
these channels. So I look at social media less
(16:58):
as a sales tool and more as a storytelling tool and a way to
share those stories. You no longer need the
gatekeepers of traditional media.
To tell you that you have a story to share.
(17:19):
To tell you that you have a brand that is worthy of people
knowing. To tell you that you have a
story that people need to hear and to tell you that, OK, yes,
you can be on the outlet. I think that you start at social
and then you go to traditional. Because a lot of times
(17:41):
traditional TV producers and traditional media outlets are
going to go back to your socialsto see if you can talk on
camera, if your video ready, if you actually do have a story to
tell or can share or you are just promoting a product or
yourself. Because if you are just
(18:03):
promoting. That is a commercial, or that is
a paid partnership or advertorial or native content,
whatever you want to call it. Branded content, all synonymous.
So they're gonna check all of that out before they bring you
on to a station or before they write up a piece about you.
(18:24):
So see what's going on in the news cycles, see what's
happening around you. See what those trends are and
see how you can apply that to your expertise, your
storytelling, your business, your brand, And start telling
those stories on your social media channels.
So that when the producers or the writers or the editors do go
to your social channels, they'resaying, oh, they just pitched me
(18:46):
a story about. How working moms are now in the
workforce at a greater rate thanthey were pre pandemic.
We really thought that they weren't going to be coming back.
New numbers have recently come out that moms with kids 5 and
under. Are now in the workforce at a
(19:08):
greater rate than they were. So that trend, how can we talk
about that trend and how can maybe my brand or my expertise
or my business play into that trend?
What's the story there? And pitch yourself as the
expert, even if you are product based, because by default
whenever you get media coverage.Your product, your brand, your
(19:29):
name, your business is going to be in there because they're
going to title. Think about it in the way that
you would a TV segment or a TV show and tell that story with
the beginning, middle and end show, the visuals, show how you
can talk, show how you can be ofservice and really help their
viewers and their audience. Because at the end of the day,
(19:51):
these media outlets, their goal is to get eyeballs on them.
And to make money themselves. Like if you don't have a
presence on social media, you'renot commenting on Twitter,
you're not sharing an opinion, you're not offering the
credibility needed to warrant you as a guest.
It makes it harder for you to sell yourself as a guest.
(20:15):
And I just think to the point you're making, I agree with it
all. And I just want to add the whole
credibility element when she's saying to like, tap into what's
happening in the news. Don't just have an opinion.
To have an opinion, you need to have an opinion that's supported
by credibility. Why do you have that opinion?
Why are you the expert on this? And why does someone need to
(20:36):
book you over someone else? Like, you could really start to
tap into whatever audience you want If you craft out the
content with your business and your credibility in mind.
And I just love that you're talking about this.
I think more people need to whatpeople listening, if you're
looking at trying to pitch yourself, can learn and say you
(20:58):
you can't afford like a boutiquepublicist.
The points that she's making arethings that you can apply.
So when you are trying to think about your pitch, you know, how
do you find building the relationship with the media
works best? Do you personally, as a boutique
have those connections to the media that makes it easier for
(21:20):
them to respond? Or do you find like you need to
really fine tune your hooks and your headlines and your your
details off the top of your yourpitches to really lure them into
the clients that you work with? What do you think is the formula
that could really benefit listeners if they're trying to
figure out? How do I go about this?
(21:42):
So I think the number one thing is building that relationship
and yes, we do have the relationships, but at the end of
the day, public public relationsis about the relationships that
you have with other people. That doesn't mean that I can
build a relationship necessarilybetter than you can build a
(22:03):
relationship. It just takes time to build a
relationship. Think about it in terms of.
A friendship or family. Not family because family's
blood, but even family. But think about it in terms of
really a friendship. Let's say you're a new mom and
you go to the playground and youmeet somebody out there and you
(22:23):
hit it off at the playground andyou exchange phone numbers.
What's the next step like? What are you going to do next
after meeting this new friend? You're probably going to?
Send them a text message or leave the playground.
Being like it was so great to meet you.
You're going to probably follow them on social media.
(22:45):
You're going to probably start chit chatting casually.
You're not going to go all in right away and be like, hey,
let's get together today, tomorrow and next Friday and
next Saturday. It was so great to meet you.
I had the best time. You're going to ease your way
into the relationship, and eventually that relationship is
going to build on itself. The media is the same way.
(23:07):
Media are people. Journalists are people.
We're all humans and we're all people.
So you're not going to read a story necessarily and say, I'm
going to e-mail this person and tell them the 15 things about me
and why I'm going to be the bestfit for their show.
And then I'm going to continue to e-mail them every single day
until I hopefully get a response.
(23:28):
He's into it. Build the relationship.
If you see a story, if you see something that somebody is doing
that you think you could be a fit or help them reach out and
just say I read your story. I saw this piece today.
I love what you're doing. Thank you so much for covering
this topic. And then in a couple of days
(23:50):
reach out again. Be like I saw this other piece
or I'm really liking. I keep going back to this.
I've shared it with my friends. I'm doing XYZ.
What are maybe 3 tips that you would give someone who is
looking to build a rapport and put themselves out there to
attract the media? So my first tip would be look at
(24:14):
social media as a media channel and put the stories out there
that you want to tell. So if you are a brand for
working moms, let's say you put out products for.
Working parents, which is one ofmy clients right now, look
(24:37):
beyond the product and say what's happening in the world
right now for working parents. So talk about it.
Like talk about the stories and then go to the traditional media
outlets and say. This is what I do.
That or this is the story, This is what is out there.
This is who it's impacting. Make sure that you are able to
(24:59):
share who it's impacting and whythat is a good fit for them and
their station or their.com or their newspaper because they're
going to want to make sure that people are going to click on it
or watch it or read it. So that would be the number one.
My #1 tip is to start sharing your stories on social media and
(25:20):
using it as a storytelling platform and as a media outlet.
In addition to a sales platform,a marketing platform, or a self
promotional platform, #2 is research and really make sure
(25:40):
you're consuming the media that you want to be in.
And that you want to be a part of.
So make sure that you're watching the shows that you may
be think would be a good fit foryou, or that you're reading the
dot coms and look at who's writing those.
Look at who that reporter is forthose, look at who is putting
(26:01):
those stories out there. And then once you do, find those
names which you can easily find.On you look at the bylines or
you listen to their sign off on TV, Google look and see what
else they cover. Look and see where they're at.
Look and see what stories they're telling.
(26:23):
Look and see how you can help them.
I would say the third would be to ask for advice and ask for
help and. You know, reach out to somebody
who is a professional in it, even if it's not to hire them to
(26:47):
do it for you, Even if it's joining a program.
Or, you know, just learning the nuances of pitch writing, media
writing. What it is that you need because
there's so much that goes into it.
(27:08):
Well, you know, on that note, let me just add a few things.
You know, you brought up a good point about putting yourself out
there, creating that value. I swear during breaking news, if
it was a terror attack and I hada terror expert that we had a
relationship with, text me or e-mail me and say, hey, I
actually have information, I'm gonna run it.
I can run some sources and confirm it and appear on camera
(27:32):
in 20 minutes. That person most likely got on
air and I would hustle to get them on air because that
relationship is being formed andit's a no like and trust that
you're building with these people, with the journalists as
an expert. And that's how you have to look
at it. And when you're looking at your
social media and you're looking at your brand, keeping that in
(27:55):
mind while your relationship building, while you're posting
is going to make you stand out. And that's what isn't a very key
thing that I'll add as like justa piece of advice to anyone
listening. And then the other point on the
sound bites. So we were talking ahead of time
and both of us are producers now.
We're both on camera. You know, she had to prepare for
(28:16):
her Ted talk, which was, as we mentioned, you know, a very huge
moment. But there's preparation that
goes in like that media trainingdoes provide that does help you
create those sound bites. And a lot of it, and I'm sure
you did this for the Ted Talk, is really preparing, trying to
think of all the questions, all the answers that you would
(28:38):
potentially need to address in that conversation with whatever
medium you're trying to get on to or a part of or a topic
you're trying to be an expert on.
When you were preparing for yourTed Talk, I would imagine you
were saying you were writing it every day.
Is that kind of what you would do if you were to go on camera
(28:59):
again now to prepare to be on camera?
What might be the steps you would take or have advised
others to do? Honestly, I would.
So what I learned from my Ted talk was that speaking and doing
that Ted talk, I almost had to unlearn everything that I
learned for media because you have to be so visual and have so
(29:25):
much detail. I mean, my Ted talk had to be.
12 minutes, Yeah. I would stand up there and talk
for 12 minutes, which for somebody who comes from TV, I'm
used to the eternity. 15 seconds, a minute and 30
seconds. So if I showed you what my Ted
talks started as to what I became, they finally my speaker
(29:49):
coach had to be like, you need to stop thinking in terms of TV
and short, and you have to startbeing.
Slowly and flowery and prosy. The opposite of what I'm told to
do for two minutes. So I think what I would right
you had to put it in. You had to prepare and you have
to also and I think that's a really important point also is
(30:10):
you have to to going back to theresearch and knowing your
audience and knowing what it is you're preparing for.
So I was preparing for a TEDx talk that's going to go on
YouTube and the TEDx website andit had to be 12 minutes and
that's the audience that I'm reaching.
They're going to listen for 12 minutes.
At the same time, the most important parts do need to stay
at the front. You still want to build it in a
(30:31):
way that you're bringing them inso that they stay for the 12
minutes because that's a really long time.
But anybody who's going to a Tedtalk is going to listen and
knowing they're getting some piece of long form content.
Anyone who's watching the news or putting out a story on social
media, you're going to want to be really concise because the
audience that you have there is is only going for the short
(30:54):
concise. Fits.
So you got to know who you're preparing for, you got to
research. You got to know who you're
reaching out to for journalists.When it comes to pitching, I
think the other really importantpart about the research and
preparing, and you mentioned, Jamie, the relationship of
getting somebody to text you during breaking news.
I think the other thing when youstart thinking like a journalist
(31:16):
or a producer is not only looking at what's going on in
the news cycle. That relates to you and for
yourself, but also what's going on in the news cycle in general.
So if there is an attack or if there is a hurricane or
something that will take the resources of these journalists,
(31:38):
that's not a great day to reach out to somebody for an Evergreen
story or some sort of. Piece that would go at any
point, unless you have somethingthat is related to the breaking
news or the topic that is takingplace, you're going to want to
(31:58):
push off your pitch. You're going to want to say
okay, I'm going to hold off. I will wait until things quiet
down because I can guarantee youyou're not going to hear back
from somebody and the only thingthat it is going to do is
they're going to. Maybe get a little bit
frustrated and kind of write them off too.
Exactly. And that's like, I mean, I would
get pitches. It would be, you know, oh gosh,
(32:21):
there'd be so many interesting pitches.
And you're dealing with breakingnews.
It's CNN. Like, we're not sitting here
talking about hot dog eating contests.
So there's really, I'm not the person for you to the point of
research. And then it just kind of makes
you like, well, I don't really want to build a relationship
with that PR company because they clearly don't know who I
am. So there's there is that element
(32:43):
of just like if you were at a party to the point you're
making, if you don't get off on the right foot, it's not, you're
most likely not gonna stay in touch.
The other thing I'll say that I always liked was if you were on
Twitter, DM the person and to the point you were making, you
know, like or comment CM them onTwitter, say I really like what
you do. This is my expertise.
(33:05):
I'm going to start talking aboutthis topic next week because I
see this coming up. You know, reach out if you have
any questions or if you need anycomments.
I'm happy to work with you, you know, trying to just be the
person that's out front because some of these journalists are
looking for us, new sources, newguest ideas and to really ease
in. That's another great way.
Before we switch gears and go back to the fact that you
(33:30):
podcast as well or you were working on a podcast, I just
wanted to just really hone in onthe fact that you're working
from home. You know you are someone who has
swerved, TV producer, social media strategist, publicist,
swerving and going and hustling.And in this culture right now,
(33:51):
that's a lot of what I feel people need to be applying to
these media channels by diversifying and putting out not
just I'm only this, I'm everything.
And I know it sounds broad. But what I'm loving is when I
see a legal analyst weigh in on Trump one day on social media,
(34:14):
just explaining what's going on and then the next day weighing
in on another legal story straight to camera.
Like delivering like this is what you need to know.
And then also sharing a bit about their work life balance.
And I just find that this new way of incorporating the news
(34:34):
with the lifestyle, with the promos like you were saying, the
commercial elements really is a format that more people do need
to tap into. And I just wanted to emphasize
that before we move on to podcasting, because you really
do know so much about this and you have such a wealth of
knowledge to share. And again, we're talking with
(34:55):
Eliza Freelander. Please look her up.
Her information's in the bio, All right.
So she has also been working on.Do you want to weigh in on that?
I do. I do go for it.
Like I said, I don't talk in sound bites, so I do.
I think it's also really important what you're saying.
I think that shows a level of, again, vulnerability and
humanity and it allows you to beable to build a relationship
(35:18):
with somebody. So one of the main things too
that I look for, especially when.
I'm building relationships with journalists is what is it about
them that I can connect to or what is it about them that my
clients can connect to? So even if it's as simple and as
basic as, let's say I have a client who went to University of
(35:38):
Maryland, and this is a journalist at a local news
station in North Carolina who also went to University of
Maryland. There's a touch point that you
can relate to that they can connect on.
And so I think by sharing all ofthat.
You're building these relationships and really getting
(36:00):
to know somebody and you're being something for everybody in
the sense that you're a legal analyst, let's just use your
example, who's weighing in on different topics.
But at the end of the day, you're a legal analyst, so your
expertise is the law and the legal side of things.
So anything that's going to comeup, you're going to be able to
talk about it if it falls under your.
(36:22):
Legal expertise. You're not going to go out and
say, and now I'm going to talk about accounting today.
So you're always falling under the legal umbrella.
I'm always falling under the media umbrella.
But they're just so many different tentacles to media.
You're always falling under the media umbrella, but there are so
many different tentacles to media, even down to the things
(36:47):
that you wear and the way that you prepare and the.
You know, we were talking off camp.
We were talking about your Get Ready with Me videos and the
tools that you use and how you style yourself.
That's all media related. You have to think about all of
your when you go on. And so I just wanted to that's
great and it is, it's all about the media training.
(37:10):
So like what you get with media training is really learning more
about your delivery, your presentation, your color scheme,
how to style yourself so that you do come across as more
appealing to the legacy groups, but also that you are seizing
every opportunity online and that you're making the most of
(37:31):
every touch point that you brought up and.
It's really scary. It's, I was going to say it's
really scary. It's really scary to put
yourself out there. It's really scary to be
vulnerable. Believe me, I am not an expert
at that. I'm still trying every single
day to put myself out there. I spent, I think, my entire life
worrying what other people thought.
(37:53):
I spent my entire life feeling like I wasn't really that.
I'm not really good enough to doXY&Z.
Or like, I see this person who'sout there doing this, but
they're more talented than I am.I'm not that great and I still
struggle with that, but. When you do start sharing, and
(38:14):
when you do start talking about it, you realize that like, OK,
other people are struggling withthat too.
Other people worry about that also.
Like, I need to believe in myself and I need to know that I
am good enough and I am just as good as anybody else out there.
(38:36):
But it's scary. But you know what?
Talking about it. I'll get five other people who
are like, I feel that way too, like more.
And it's the same thing with painting.
It's the same thing with everything.
It's like you say something and then you're realize that 15
other people feel the same way. But nobody's saying it because
everybody's saying it. But and that's kind of the whole
(38:58):
point here, right? Like, we're not, we're
producers, we're not on Cam ready, but we're on Cam ready
because we're putting on the hat.
We're putting in the confidence and we're going for it.
I really feel like there's this element of confidence that needs
to kind of be infused in more ofus as we're moving into this new
space of social media. It's broadening.
(39:20):
I mean, linear people are cutting back on linear every
day. I don't have cable anymore.
I'm streaming. So streaming, streaming,
streaming social media, that's the future.
If you're not on camera, you're not ready.
And that's really what it comes down to.
And we can connect over the being and like, being producers
and connect. But you know what?
Like I said, I was like, I'm so glad I see you in a tank top
(39:43):
because I wanted to wear a tank top.
But I can't tell you for 15 minutes before I got on this
call, I was like, she's always so on camera ready.
Like, she always has such great outfits.
I want to make sure that I look right and that like I am the
whole package. Because I know that's your
expertise. At the same time, I also know
(40:05):
that you're a producer and that we come to this from the same
mindset and that we're both momsand we have so much more that
I'm like, she's definitely gonnabe more on camera ready than I
am at times. But we can have this
conversation. We can talk about it.
And I feel so comfortable because we have those touch
points and it is. But I know that we have similar
(40:27):
mindsets. And yeah, it is 2 producers on
here and I'm like, but she's so confident when she goes on
camera and talks. And I feel like I'm less
confident because I'm so used tobeing a producer behind the
scenes. And when I said that to you, you
were like, I'm so used to being a producer behind the scenes,
like you feel like. You know, this, to me has been a
whole. You know you're spending years
(40:51):
behind the scenes, but years behind the scenes where I would
be in an anchor's ear or in a reporter's ear saying, hey, move
the hair behind your ear, oh, you look great.
That's a good flattering color. However, your bra straps
showing, let's adjust this. Your lighting isn't that great.
I need to move you. So when you're doing that every
(41:12):
day, working with anchors and reporters and you start to pick
up a lot. And, you know, I just feel that
after nearly, I mean almost 20 years of being in that control
room, you do start to understandand embody it yourself.
And I don't look at a camera andget afraid because I've been.
(41:35):
It doesn't matter to me. I have the.
I don't have the confidence all the time, though, when I'm
looking back and I'm like, oh gosh, I sounded horrible or my
husband says that's not your voice.
You had a fake voice. You know, I'm still learning in
those areas, but it's all about just going for it.
And that's what you did when youswerved.
You went for it and that's what you're doing with your business.
(41:58):
And every day and you're with your clients, you're going for
it. So before we wrap, I just wanted
to touch on the fact that you dohave some podcasting experience.
And I think it is just the future because so many people
are now expecting video, audio, podcasting and it is this form
(42:19):
of media that can really A help clients, B provide more experts
into this stratosphere for the for the press to tap into and
can also help people learn. I mean, they learned so much
from long form conversations, sojust wanted your take on
podcasting and just your thoughts in general.
(42:40):
And tell us a little bit about the podcast you've worked on.
I love podcasting. I love listening to them.
I I mean, I'm sure as you can probably take away from this
conversation. I love all things media.
I am just super bastionate aboutmedia in general.
I always have been. My mom used to hate me.
I watch TV all the time. She was like, you just need to
(43:02):
find a job that you can watch TVall the time.
This is all you want to do. And I found a job where I can
watch TV all the time. But I think podcasting is great.
I think I worked on a podcast with Kim Ripper.
She's the host of Mom's Exit Interview.
That is being shifted, I believe, to Exit interview and I
(43:24):
produced on the back end with her finding the guests, telling
the stories, all that. But she really is the brains
behind the podcast. And Jamie like you're the brains
behind your podcast. And I think when it comes to
podcasting, it takes a lot of work.
And so I think that would be my number one thing to keep in mind
(43:46):
is that you do really have to bepassionate about it and that it
does take a lot of work and it is once again another form of
media and it's your own media channel.
So you can tell the story that that you want to tell.
So you want to make sure that you're positioning them so that
you then can bring on clients orshare it on other social
channels or use it as a, you know, jumping off point for
(44:08):
maybe other types of stories. You really have to be passionate
about it though. It takes a lot of work, it takes
a lot of time. It is not for the faint of
heart. And I would say my expertise is
storytelling and producing. I don't know if I would podcasts
me putting one out there on my own, I think that there are so
(44:31):
many other people out there who are doing so many great ones.
I think this one's an amazing podcast.
I think Kim's is amazing podcast.
The things that I want to talk about, I'd much rather be a
guest on a podcast or produce a podcast then personally post one
because it does take a lot of work.
And I'm sure you're not going tosit here and say, oh, in order
to put on a good podcast, you'renot going to just be hitting
(44:51):
record and throwing it out there.
Like you're thinking about it and you're taking the time and
you're putting together a story.You were even saying before we
got on here that you have guestsand the way that you're going to
roll them out are going to be strategic and in a way that are
telling a story. You're not just bringing people
(45:13):
on and throwing out an episode. So keep that in mind.
And once again, time is money. So if you do want to do a
podcast, go to these people who have great resources, somebody
like you, somebody like him, whoare not only putting out
podcasts but also working with individuals to be able to put
(45:35):
out podcasts. Because by saving yourself time
at the end of the day will eventually, I believe, be able
to bring in more money. I think the same goes with PRI
think the same goes for any field that you're not an expert
in. So I would say reach out.
(45:55):
So I would say if you're interested in doing a podcast,
reach out to somebody like you. I really, I, you know, I love
our conversations and I'm reallyglad that we've connected.
And just so everyone knows, you know, she and I are bold.
We're on LinkedIn. You know, that's where we that's
where we kindled. Our relationship is like we we
found each other. We connected.
(46:17):
It was like, let's get on the phone, let's get on a zoom call.
We have a lot in common. Let's talk and I'll tell you.
The hustler mindset. A lot of people just need to
apply. I was going to tell you, Jamie,
when it comes to the swerving, and honestly, when it comes to
just bringing it back full circle and being able to make
those swerves LinkedIn and goingall in on LinkedIn, I took a
(46:41):
course. It was the first investment that
I made with a branding expert. Her name's Kate Ladon and she
was fabulous. She was doing personal branding
and I bit the bullet and spent some money to work with her.
I was so, so nervous. I've never done anything like
that. I didn't even know why I was
(47:03):
doing it. Honestly, I had these two little
kids, but I just something in mygut was like, yes, this is the
next move. This is where you're going to
swerve and that changed the trajectory for me.
So networking, putting yourself out there, talking, sharing
stories, meeting people and likeyou said, being bold is the way
(47:28):
to swerve and you never know howthings are going to end up.
I had no idea what it was going to look like when I left my I
mean I left my job as a TV producer in 2014.
We're now almost in 2024. So this has been a almost 10
year process of swerving and different paths and figuring it
(47:52):
out and saying yes, this is working, no, this isn't working.
I'm going to go all in on work right now.
I'm going to step back a little.I'm going to go all in on
parenting right now. I'm going to step back and get a
little bit more help on that side of things.
Like, it didn't happen overnight.
And the swerving continues. And I am even right now in a
(48:12):
process of swerving and figuringout where to go next.
But what is now consistent afterthese ten years is that I know
that I love media. I know that I love PR, and I
know that I love being home and being a mom and so figuring out
the ways to do those three things.
(48:36):
But the way I do it, I'm always going to be swerving because
sometimes you're going to be more heavily mom, sometimes
you're going to be more heavily working, and it's always going
to kind of just be intermingling.
I completely agree. I'm really glad we got to talk.
And for anyone listening, just make sure you check out the
description for links so you canget to know Lisa as much as I
(48:57):
have. So thank you so much and thank
you so much for having me and I really enjoyed it.
This is my conversation with Elisa Friedlander.
Be sure to look in the description of this YouTube
video or podcast so that you canget a link to all she has to
offer. You know it's also down there, a
link to the free PDF on how to video podcast.
(49:17):
I'm helping you develop your idea into a show, listing out
all the potential questions thatyou should really think through
before you decide to move forward.
If you do decide to move forward, I hope you use
Riverside and if you do try to use my link that is like the one
way I am trying to monetize my efforts.
(49:38):
To help you become more on Cam ready.
So if you do, click on the link and sign up to Riverside.
You're also helping support thispodcast.
You know what else supports it? Liking this video and
subscribing to the channel. So I hope you do that as well.
This is all new to me guys. If you watch the vlogs you'll
see that I am really sharing as I go.
(50:00):
And trying to learn everything Ihaven't really been able to tap
into as a producer, from contentcreating for social media
platforms to now Youtubing and video podcasting.
And I'm trying to show you what I learn as I go so that it can
be a little bit easier for you. There are a lot of people out
(50:20):
there that will really hype up the high end products.
And the high quality audio. And yes, you should go that
route, but you don't need to. If you have a great idea and you
want to go for it, go for it. I'm here to root you on and I'm
also here to help you become more on Cam ready.
So visit my website on camready.com and find me on
(50:42):
Instagram at Jamie under score The Producer or on Cam Ready.
That's what I got. So if you haven't seen episode
one of this video podcast, checkit out.
It's with Shannon Mckinstry. She's a social media guru and
she's helping you maximize your efforts online with minimal
(51:02):
effort. She is so great at helping
people simplify, so I hope you'll check that out.
And again, I'll say it again. Be sure to reach out with any
questions you have. You can also submit a question.
For the video podcast, I have episodes recording in October.
This is a basically you could beseeing this a year from now but
(51:27):
October of 2023. I have some episodes recording
and if you would like to contribute to them you can also
send me a video question, so e-mail me.
Jamie at on camready.com. Thanks again for watching.
Welcome to On Cam Ready. I'm Jamie Magalietta, ATV
veteran who's here to help you produce up your content so you
can become more alluring to the press on this week's episode.
My #1 tip is to start sharing your stories on social media and
using it as a storytelling platform and as a media outlet
in addition to a sales. Platform A marketing platform or
(00:31):
a self promotional platform #2 is research.
Research is essential. On this video podcast we are
bringing you experts to help youbrainstorm ideas and can offer
you TV insider knowledge to helpyou with your own research.
(00:52):
I'm also showing you a little bit more behind the scenes so
you can get a better sense of what it takes to create content,
video, podcast, or you know, just edit videos in general.
By the way, if you do decide to launch your own video podcast or
podcast and you want a platform,check out the description below.
(01:15):
I am affiliated with Riverside and anyone who signs up using my
link supports this podcast financially, so thank you.
You know, using your social media platforms as your own
media channel is a great way to help promote your services,
expertise, and personality. Those who show up glow up.
(01:36):
I say it often and if you show up online, chances are you're
going to start attracting the media.
If you offer expertise and valuethat pertains to the discussions
and the conversations that the media is having, what you need
(01:56):
to really do is figure out what's in the news and how can I
weigh in? If you are a lawyer and there's
court cases taking place, you should be taking to your social
media channels and maybe explaining what an indictment is
or weighing in with your legal opinion.
By putting yourself out there, you become a part of the
(02:17):
conversation and could potentially be picked up by the
press without even having to pitch yourself.
You know, being able to say you appeared on ABC or Fox News
Channel or the BBC really does help legitimize your expertise
and whatever service you offer. So on this podcast we will help
(02:39):
you not only produce up your content but potentially attract
a wider audience. Our guest for this conversation
today is Elisa Friedlander, a former TV news producer who is
now a Batik PR strategist. We connected through LinkedIn,
and what made me want to book her is the fact that not only
(03:02):
was she a TV producer, but she also gave a Ted talk.
Here's a clip from her speech. At one point in time, my Rd. was
straightforward. I had a goal of being a producer
at a top morning show in New York City.
(03:22):
But when the goals changed, I realized that Straightforward
Rd. wasn't getting me to where Iwanted to be.
When I got to those forks in theroad, the ones that made me feel
like I needed to either pick a career in media or the family
life of my dreams, I took none of them.
(03:43):
And you have that option too swerve.
Take the road you might not knowexisted.
One where you can have the benefits of both the career
track and the mommy track. She took the off ramp to
entrepreneurship. She swerved and her message
(04:06):
resonated with me. You know, when booking guests, I
am always looking for a connection, a story that may
resonate with not just myself, but the audience, with the
audience I desire to have. You know, I've been in TV news
for over 20 years, but for nearly 20 years across major
(04:27):
networks. And whenever you're booking a
guest, you're really looking forthat person who's going to
really, truly connect with the viewers or to bring in viewers
that you're hoping will start showing up right now.
You know, I'm a mom, I'm workingfrom home.
(04:50):
I'm trying out YouTube and sharing how I'm doing it online
to help you overcome some of those hurdles that you may think
are there but aren't really thatbad.
So before I get to Eliza, let mejust remind you of my background
and what I'm doing now. I am a freelancer offering
(05:14):
production management services, mainly an unscripted but also
large scale live events. Since I'm out on my own, I've
decided I might as well learn YouTube and vlogging and video
podcasting and podcasting so I could expand on my services and
help clients. It's my side hustle, or what
(05:36):
people may call my side hustle. Maybe it will become my full
time one day, but right now I'm a freelance producer and I love
it. I love dating.
It's enjoyable at this point in time.
When this posts as a TV producer, I knew when I launched
a business I needed content. And what better way to create
(05:59):
content than with a video podcast.
Even Gary Vee just recently saidif you're not podcasting then
you need to be. And it can be a lot easier than
some may tell you. You don't need to spend a ton of
money, and you can do it from your phone and you can do it
from your computer and I will show you.
(06:23):
But as a producer, I really couldn't imagine launching a
business without content. So having a video podcast gives
me an opportunity to provide youwith value, me with content to
share on social media and acrossplatforms, to potentially build
an audience to get people to listen.
I mean, you don't want to have apodcast and have no one listen.
(06:44):
So you need to put yourself out there either with a newsletter,
an e-mail, thought leadership onLinkedIn.
You need to be doing something. You can't just be putting
podcasts together. You need to have an audience and
build it. And many of them, if you look at
all these top podcasters are on Instagram or TikTok.
(07:07):
They're putting themselves out there.
The same thing goes for you. If you want to be in a guest on
a podcast or a TV show, you needto be out there.
That is why on Cam, Ready is going to help you come up with
ideas for social and give you the inspiration to potentially
glow up. And that's exactly what our
(07:28):
guest did. Elisa showed up and she's now a
business owner who lobbies for her clients.
She isn't out front and center like she was during her Ted
Talk, but she's pushing herself to be in front of the camera.
So this conversation is between two people who are used to being
behind the scenes, collaboratingto provide you with some tips so
(07:54):
that you can attract the media. Here's part of our conversation.
It was edited due to time. I had a cold, so I was coughing
a lot. Here you go.
Elisa is with us now. Elisa.
Oh my gosh, I can't believe you spoke.
Had a Ted talk. Like what?
First off, what was that like? It was awesome and terrifying,
(08:17):
maybe terrifying and then awesome.
I will say the curator that I had and the Ted talk that I did,
the organization was so put together and we had so much help
and so much guidance. I worked on that talk from.
January until I gave it in June.Every single week, once a week,
(08:42):
I met with my speaker coach practicing.
Going through it. It was terrifying, but it was
also awesome and exhilarating and I want to do more speaking
after it. And I was also 10 weeks
pregnant, so Oh my gosh. Really happy I was able to keep
it all together. I was super sick in my first
(09:04):
trimester, and I had to tell. I told my curator and my speaker
coach, and I was like, I'm not gonna be able to be at all the
rehearsals this weekend. I and I felt so sick.
And somehow the body just knows that you gotta be on.
And it was the one weekend in myfirst trimester that I could
actually, like, be out of bed and eat and be on stage.
(09:27):
And so I didn't. Projectile vomit all over the
stage, which was really awesome.So yeah.
I was 10 weeks pregnant and I was going to say you had a
really great suit. It was very flattering.
Thank you. It was a last pregnant found a
great suit. It was a lot of energy
confident. That was really great and nobody
(09:49):
knew I was pregnant and I still haven't even.
I'm now starting to be like, Oh yeah, I'm looking back.
And I was. 10 weeks pregnant, I'm like, that's crazy, you
know? But the messaging that you
shared, especially knowing that you're 10 weeks pregnant,
talking about The Forks in the road as mothers that are, you
know, career focused, ambitious women, it must really sit with
(10:14):
you uniquely because here you are on a Ted Talk stage talking
about motherhood as someone who's pregnant.
So I mean, that must have just been a really, truly amazing
experience for you. It really was.
And it was also my dad joked as I was practicing my talk,
because I practiced constantly anywhere I got a chance.
(10:37):
So in your talk you talked aboutswerving.
So what did you wind up swervinginto?
So I wound up swerving into currently right now the CEO and
founder of a boutique. PR agency.
And so I do what traditional andnontraditional public relations.
(10:59):
And really my definition of public relations is storytelling
and using your voice and your skills to get a story and a
message out there. So you can be a brand that has a
story to tell. You can be an expert that has a
story to tell, but you really have to focus on.
(11:19):
The stories that are taking place, both your stories and the
stories that are happening around you.
So not just what you want to sayand what you think is important,
but leaning into trends or leaning into what's happening in
the news cycle and really takingthat whole concept and seeing
how it can apply to you. Your story, your idea, your
(11:41):
brand to get your message out there, to get your product out
there, to get your expertise outthere.
And then I also look at the other side of things and you can
see this return on PR now as well through affiliate PR and
social media and different areas.
(12:02):
So PR is no longer in my mind, just this sort of woo woo like,
oh, you're going to get some news hits and brand awareness it
is. Very big on brand awareness and
very big on visibility, Very bigon credibility.
(12:23):
But there's also another side ofit now that you can see where
those dollars sometimes are going.
And so that's what I swerve to. But the swerving has happened
constantly. This is what I swerve to and
where I have landed right now atthis point in time and you know,
(12:44):
but you weren't always in PR. So you know, she talks about
this in her Ted Talk. I introduced her.
You know a little bit about her,but please, why don't you tell
us a bit more about your TV producing career and the
trajectory you were on? Yeah, so I swerved like you
said. Now to PR.
That's where I've landed at thispoint in time.
I started as a morning show producer and as a TV producer,
(13:06):
but even in my TV life and even in all of that.
Looking back now, I was constantly swerving and I was
constantly looking at where to go from where I was and my
trajectory was not linear and I didn't even in TV take that
linear traditional path from super small market to midsize
(13:33):
market to bigsize market and grow my career that way.
I really I started in, DCI started at.
Station in DC as a writer and I worked my way up within the
station and I ended up being in DC and Baltimore for my entire
career. So I ended my career at as as a
(13:54):
local Morning News show producerin Baltimore.
I still am in Maryland and I then swerved to be a full time
stay at home. Mom, I was working 11:00 PM to
7:00 AM wasn't going to be able to do it.
Not a sustainable lifestyle for myself.
I was always so impressed with the anchors and the women who I
(14:17):
worked with who were able to go that path.
It was not a path for me and so I swerved to be a stay at home
mom, got a master's in emerging media.
So I always have wanted to kind of stay on top of what was
happening in media. And be able to take those
swerves and those turns and not that linear pathway to say, you
(14:40):
know, when my kids are older, I think I am going to want to go
back to work, but I'm not going to be able to be a TV producer.
So what can I do with my TV producer skills as media is
expanding? Now, this was almost 1011 years
ago, and so everybody who was like, you're getting a master's
in emerging media. What does that even mean?
(15:03):
Emerging media is now all of themedia that we consume today, the
two of us are TV producers at heart, right?
That's our training. TV production is the base of
where we begin our careers. And when you start to look at
social media, publicity, entrepreneurialship, having had
that experience, there's a lot of overlap.
(15:24):
A lot of our skills apply to these different mediums in
unique ways. And the hustle that we've
learned over those years also isvery applicable.
One thing we talked about was how TV production and the TV
producer mindset could be applied to more of a social
media strategy. What?
What are your thoughts on applying those skills to
(15:47):
building a brand online? So this is something that I am
really passionate about and thatI talk about a lot.
When I do go out and talk, I, like I said, was 10 weeks
pregnant my TEDx talk. So I sort of have swerved back a
little and taken some time away to be with the baby and to be
with my other kids and again swerving back to that stay at
(16:12):
home mom. Tight idea, but still full time
working as well it your social media channels now should be
looked at as your own. Media outlets for people, for
brands, and you talk about this all the time, you should be
putting out on your social mediathe story that you want to tell
(16:36):
to traditional media. So using social media as that
first step to getting that bigger publicity or bigger PR or
bigger reach is. How you should be looking at
these channels. So I look at social media less
(16:58):
as a sales tool and more as a storytelling tool and a way to
share those stories. You no longer need the
gatekeepers of traditional media.
To tell you that you have a story to share.
(17:19):
To tell you that you have a brand that is worthy of people
knowing. To tell you that you have a
story that people need to hear and to tell you that, OK, yes,
you can be on the outlet. I think that you start at social
and then you go to traditional. Because a lot of times
(17:41):
traditional TV producers and traditional media outlets are
going to go back to your socialsto see if you can talk on
camera, if your video ready, if you actually do have a story to
tell or can share or you are just promoting a product or
yourself. Because if you are just
(18:03):
promoting. That is a commercial, or that is
a paid partnership or advertorial or native content,
whatever you want to call it. Branded content, all synonymous.
So they're gonna check all of that out before they bring you
on to a station or before they write up a piece about you.
(18:24):
So see what's going on in the news cycles, see what's
happening around you. See what those trends are and
see how you can apply that to your expertise, your
storytelling, your business, your brand, And start telling
those stories on your social media channels.
So that when the producers or the writers or the editors do go
to your social channels, they'resaying, oh, they just pitched me
(18:46):
a story about. How working moms are now in the
workforce at a greater rate thanthey were pre pandemic.
We really thought that they weren't going to be coming back.
New numbers have recently come out that moms with kids 5 and
under. Are now in the workforce at a
(19:08):
greater rate than they were. So that trend, how can we talk
about that trend and how can maybe my brand or my expertise
or my business play into that trend?
What's the story there? And pitch yourself as the
expert, even if you are product based, because by default
whenever you get media coverage.Your product, your brand, your
(19:29):
name, your business is going to be in there because they're
going to title. Think about it in the way that
you would a TV segment or a TV show and tell that story with
the beginning, middle and end show, the visuals, show how you
can talk, show how you can be ofservice and really help their
viewers and their audience. Because at the end of the day,
(19:51):
these media outlets, their goal is to get eyeballs on them.
And to make money themselves. Like if you don't have a
presence on social media, you'renot commenting on Twitter,
you're not sharing an opinion, you're not offering the
credibility needed to warrant you as a guest.
It makes it harder for you to sell yourself as a guest.
(20:15):
And I just think to the point you're making, I agree with it
all. And I just want to add the whole
credibility element when she's saying to like, tap into what's
happening in the news. Don't just have an opinion.
To have an opinion, you need to have an opinion that's supported
by credibility. Why do you have that opinion?
Why are you the expert on this? And why does someone need to
(20:36):
book you over someone else? Like, you could really start to
tap into whatever audience you want If you craft out the
content with your business and your credibility in mind.
And I just love that you're talking about this.
I think more people need to whatpeople listening, if you're
looking at trying to pitch yourself, can learn and say you
(20:58):
you can't afford like a boutiquepublicist.
The points that she's making arethings that you can apply.
So when you are trying to think about your pitch, you know, how
do you find building the relationship with the media
works best? Do you personally, as a boutique
have those connections to the media that makes it easier for
(21:20):
them to respond? Or do you find like you need to
really fine tune your hooks and your headlines and your your
details off the top of your yourpitches to really lure them into
the clients that you work with? What do you think is the formula
that could really benefit listeners if they're trying to
figure out? How do I go about this?
(21:42):
So I think the number one thing is building that relationship
and yes, we do have the relationships, but at the end of
the day, public public relationsis about the relationships that
you have with other people. That doesn't mean that I can
build a relationship necessarilybetter than you can build a
(22:03):
relationship. It just takes time to build a
relationship. Think about it in terms of.
A friendship or family. Not family because family's
blood, but even family. But think about it in terms of
really a friendship. Let's say you're a new mom and
you go to the playground and youmeet somebody out there and you
(22:23):
hit it off at the playground andyou exchange phone numbers.
What's the next step like? What are you going to do next
after meeting this new friend? You're probably going to?
Send them a text message or leave the playground.
Being like it was so great to meet you.
You're going to probably follow them on social media.
(22:45):
You're going to probably start chit chatting casually.
You're not going to go all in right away and be like, hey,
let's get together today, tomorrow and next Friday and
next Saturday. It was so great to meet you.
I had the best time. You're going to ease your way
into the relationship, and eventually that relationship is
going to build on itself. The media is the same way.
(23:07):
Media are people. Journalists are people.
We're all humans and we're all people.
So you're not going to read a story necessarily and say, I'm
going to e-mail this person and tell them the 15 things about me
and why I'm going to be the bestfit for their show.
And then I'm going to continue to e-mail them every single day
until I hopefully get a response.
(23:28):
He's into it. Build the relationship.
If you see a story, if you see something that somebody is doing
that you think you could be a fit or help them reach out and
just say I read your story. I saw this piece today.
I love what you're doing. Thank you so much for covering
this topic. And then in a couple of days
(23:50):
reach out again. Be like I saw this other piece
or I'm really liking. I keep going back to this.
I've shared it with my friends. I'm doing XYZ.
What are maybe 3 tips that you would give someone who is
looking to build a rapport and put themselves out there to
attract the media? So my first tip would be look at
(24:14):
social media as a media channel and put the stories out there
that you want to tell. So if you are a brand for
working moms, let's say you put out products for.
Working parents, which is one ofmy clients right now, look
(24:37):
beyond the product and say what's happening in the world
right now for working parents. So talk about it.
Like talk about the stories and then go to the traditional media
outlets and say. This is what I do.
That or this is the story, This is what is out there.
This is who it's impacting. Make sure that you are able to
(24:59):
share who it's impacting and whythat is a good fit for them and
their station or their.com or their newspaper because they're
going to want to make sure that people are going to click on it
or watch it or read it. So that would be the number one.
My #1 tip is to start sharing your stories on social media and
(25:20):
using it as a storytelling platform and as a media outlet.
In addition to a sales platform,a marketing platform, or a self
promotional platform, #2 is research and really make sure
(25:40):
you're consuming the media that you want to be in.
And that you want to be a part of.
So make sure that you're watching the shows that you may
be think would be a good fit foryou, or that you're reading the
dot coms and look at who's writing those.
Look at who that reporter is forthose, look at who is putting
(26:01):
those stories out there. And then once you do, find those
names which you can easily find.On you look at the bylines or
you listen to their sign off on TV, Google look and see what
else they cover. Look and see where they're at.
Look and see what stories they're telling.
(26:23):
Look and see how you can help them.
I would say the third would be to ask for advice and ask for
help and. You know, reach out to somebody
who is a professional in it, even if it's not to hire them to
(26:47):
do it for you, Even if it's joining a program.
Or, you know, just learning the nuances of pitch writing, media
writing. What it is that you need because
there's so much that goes into it.
(27:08):
Well, you know, on that note, let me just add a few things.
You know, you brought up a good point about putting yourself out
there, creating that value. I swear during breaking news, if
it was a terror attack and I hada terror expert that we had a
relationship with, text me or e-mail me and say, hey, I
actually have information, I'm gonna run it.
I can run some sources and confirm it and appear on camera
(27:32):
in 20 minutes. That person most likely got on
air and I would hustle to get them on air because that
relationship is being formed andit's a no like and trust that
you're building with these people, with the journalists as
an expert. And that's how you have to look
at it. And when you're looking at your
social media and you're looking at your brand, keeping that in
(27:55):
mind while your relationship building, while you're posting
is going to make you stand out. And that's what isn't a very key
thing that I'll add as like justa piece of advice to anyone
listening. And then the other point on the
sound bites. So we were talking ahead of time
and both of us are producers now.
We're both on camera. You know, she had to prepare for
(28:16):
her Ted talk, which was, as we mentioned, you know, a very huge
moment. But there's preparation that
goes in like that media trainingdoes provide that does help you
create those sound bites. And a lot of it, and I'm sure
you did this for the Ted Talk, is really preparing, trying to
think of all the questions, all the answers that you would
(28:38):
potentially need to address in that conversation with whatever
medium you're trying to get on to or a part of or a topic
you're trying to be an expert on.
When you were preparing for yourTed Talk, I would imagine you
were saying you were writing it every day.
Is that kind of what you would do if you were to go on camera
(28:59):
again now to prepare to be on camera?
What might be the steps you would take or have advised
others to do? Honestly, I would.
So what I learned from my Ted talk was that speaking and doing
that Ted talk, I almost had to unlearn everything that I
learned for media because you have to be so visual and have so
(29:25):
much detail. I mean, my Ted talk had to be.
12 minutes, Yeah. I would stand up there and talk
for 12 minutes, which for somebody who comes from TV, I'm
used to the eternity. 15 seconds, a minute and 30
seconds. So if I showed you what my Ted
talks started as to what I became, they finally my speaker
(29:49):
coach had to be like, you need to stop thinking in terms of TV
and short, and you have to startbeing.
Slowly and flowery and prosy. The opposite of what I'm told to
do for two minutes. So I think what I would right
you had to put it in. You had to prepare and you have
to also and I think that's a really important point also is
(30:10):
you have to to going back to theresearch and knowing your
audience and knowing what it is you're preparing for.
So I was preparing for a TEDx talk that's going to go on
YouTube and the TEDx website andit had to be 12 minutes and
that's the audience that I'm reaching.
They're going to listen for 12 minutes.
At the same time, the most important parts do need to stay
at the front. You still want to build it in a
(30:31):
way that you're bringing them inso that they stay for the 12
minutes because that's a really long time.
But anybody who's going to a Tedtalk is going to listen and
knowing they're getting some piece of long form content.
Anyone who's watching the news or putting out a story on social
media, you're going to want to be really concise because the
audience that you have there is is only going for the short
(30:54):
concise. Fits.
So you got to know who you're preparing for, you got to
research. You got to know who you're
reaching out to for journalists.When it comes to pitching, I
think the other really importantpart about the research and
preparing, and you mentioned, Jamie, the relationship of
getting somebody to text you during breaking news.
I think the other thing when youstart thinking like a journalist
(31:16):
or a producer is not only looking at what's going on in
the news cycle. That relates to you and for
yourself, but also what's going on in the news cycle in general.
So if there is an attack or if there is a hurricane or
something that will take the resources of these journalists,
(31:38):
that's not a great day to reach out to somebody for an Evergreen
story or some sort of. Piece that would go at any
point, unless you have somethingthat is related to the breaking
news or the topic that is takingplace, you're going to want to
(31:58):
push off your pitch. You're going to want to say
okay, I'm going to hold off. I will wait until things quiet
down because I can guarantee youyou're not going to hear back
from somebody and the only thingthat it is going to do is
they're going to. Maybe get a little bit
frustrated and kind of write them off too.
Exactly. And that's like, I mean, I would
get pitches. It would be, you know, oh gosh,
(32:21):
there'd be so many interesting pitches.
And you're dealing with breakingnews.
It's CNN. Like, we're not sitting here
talking about hot dog eating contests.
So there's really, I'm not the person for you to the point of
research. And then it just kind of makes
you like, well, I don't really want to build a relationship
with that PR company because they clearly don't know who I
am. So there's there is that element
(32:43):
of just like if you were at a party to the point you're
making, if you don't get off on the right foot, it's not, you're
most likely not gonna stay in touch.
The other thing I'll say that I always liked was if you were on
Twitter, DM the person and to the point you were making, you
know, like or comment CM them onTwitter, say I really like what
you do. This is my expertise.
(33:05):
I'm going to start talking aboutthis topic next week because I
see this coming up. You know, reach out if you have
any questions or if you need anycomments.
I'm happy to work with you, you know, trying to just be the
person that's out front because some of these journalists are
looking for us, new sources, newguest ideas and to really ease
in. That's another great way.
Before we switch gears and go back to the fact that you
(33:30):
podcast as well or you were working on a podcast, I just
wanted to just really hone in onthe fact that you're working
from home. You know you are someone who has
swerved, TV producer, social media strategist, publicist,
swerving and going and hustling.And in this culture right now,
(33:51):
that's a lot of what I feel people need to be applying to
these media channels by diversifying and putting out not
just I'm only this, I'm everything.
And I know it sounds broad. But what I'm loving is when I
see a legal analyst weigh in on Trump one day on social media,
(34:14):
just explaining what's going on and then the next day weighing
in on another legal story straight to camera.
Like delivering like this is what you need to know.
And then also sharing a bit about their work life balance.
And I just find that this new way of incorporating the news
(34:34):
with the lifestyle, with the promos like you were saying, the
commercial elements really is a format that more people do need
to tap into. And I just wanted to emphasize
that before we move on to podcasting, because you really
do know so much about this and you have such a wealth of
knowledge to share. And again, we're talking with
(34:55):
Eliza Freelander. Please look her up.
Her information's in the bio, All right.
So she has also been working on.Do you want to weigh in on that?
I do. I do go for it.
Like I said, I don't talk in sound bites, so I do.
I think it's also really important what you're saying.
I think that shows a level of, again, vulnerability and
humanity and it allows you to beable to build a relationship
(35:18):
with somebody. So one of the main things too
that I look for, especially when.
I'm building relationships with journalists is what is it about
them that I can connect to or what is it about them that my
clients can connect to? So even if it's as simple and as
basic as, let's say I have a client who went to University of
(35:38):
Maryland, and this is a journalist at a local news
station in North Carolina who also went to University of
Maryland. There's a touch point that you
can relate to that they can connect on.
And so I think by sharing all ofthat.
You're building these relationships and really getting
(36:00):
to know somebody and you're being something for everybody in
the sense that you're a legal analyst, let's just use your
example, who's weighing in on different topics.
But at the end of the day, you're a legal analyst, so your
expertise is the law and the legal side of things.
So anything that's going to comeup, you're going to be able to
talk about it if it falls under your.
(36:22):
Legal expertise. You're not going to go out and
say, and now I'm going to talk about accounting today.
So you're always falling under the legal umbrella.
I'm always falling under the media umbrella.
But they're just so many different tentacles to media.
You're always falling under the media umbrella, but there are so
many different tentacles to media, even down to the things
(36:47):
that you wear and the way that you prepare and the.
You know, we were talking off camp.
We were talking about your Get Ready with Me videos and the
tools that you use and how you style yourself.
That's all media related. You have to think about all of
your when you go on. And so I just wanted to that's
great and it is, it's all about the media training.
(37:10):
So like what you get with media training is really learning more
about your delivery, your presentation, your color scheme,
how to style yourself so that you do come across as more
appealing to the legacy groups, but also that you are seizing
every opportunity online and that you're making the most of
(37:31):
every touch point that you brought up and.
It's really scary. It's, I was going to say it's
really scary. It's really scary to put
yourself out there. It's really scary to be
vulnerable. Believe me, I am not an expert
at that. I'm still trying every single
day to put myself out there. I spent, I think, my entire life
worrying what other people thought.
(37:53):
I spent my entire life feeling like I wasn't really that.
I'm not really good enough to doXY&Z.
Or like, I see this person who'sout there doing this, but
they're more talented than I am.I'm not that great and I still
struggle with that, but. When you do start sharing, and
(38:14):
when you do start talking about it, you realize that like, OK,
other people are struggling withthat too.
Other people worry about that also.
Like, I need to believe in myself and I need to know that I
am good enough and I am just as good as anybody else out there.
(38:36):
But it's scary. But you know what?
Talking about it. I'll get five other people who
are like, I feel that way too, like more.
And it's the same thing with painting.
It's the same thing with everything.
It's like you say something and then you're realize that 15
other people feel the same way. But nobody's saying it because
everybody's saying it. But and that's kind of the whole
(38:58):
point here, right? Like, we're not, we're
producers, we're not on Cam ready, but we're on Cam ready
because we're putting on the hat.
We're putting in the confidence and we're going for it.
I really feel like there's this element of confidence that needs
to kind of be infused in more ofus as we're moving into this new
space of social media. It's broadening.
(39:20):
I mean, linear people are cutting back on linear every
day. I don't have cable anymore.
I'm streaming. So streaming, streaming,
streaming social media, that's the future.
If you're not on camera, you're not ready.
And that's really what it comes down to.
And we can connect over the being and like, being producers
and connect. But you know what?
Like I said, I was like, I'm so glad I see you in a tank top
(39:43):
because I wanted to wear a tank top.
But I can't tell you for 15 minutes before I got on this
call, I was like, she's always so on camera ready.
Like, she always has such great outfits.
I want to make sure that I look right and that like I am the
whole package. Because I know that's your
expertise. At the same time, I also know
(40:05):
that you're a producer and that we come to this from the same
mindset and that we're both momsand we have so much more that
I'm like, she's definitely gonnabe more on camera ready than I
am at times. But we can have this
conversation. We can talk about it.
And I feel so comfortable because we have those touch
points and it is. But I know that we have similar
(40:27):
mindsets. And yeah, it is 2 producers on
here and I'm like, but she's so confident when she goes on
camera and talks. And I feel like I'm less
confident because I'm so used tobeing a producer behind the
scenes. And when I said that to you, you
were like, I'm so used to being a producer behind the scenes,
like you feel like. You know, this, to me has been a
whole. You know you're spending years
(40:51):
behind the scenes, but years behind the scenes where I would
be in an anchor's ear or in a reporter's ear saying, hey, move
the hair behind your ear, oh, you look great.
That's a good flattering color. However, your bra straps
showing, let's adjust this. Your lighting isn't that great.
I need to move you. So when you're doing that every
(41:12):
day, working with anchors and reporters and you start to pick
up a lot. And, you know, I just feel that
after nearly, I mean almost 20 years of being in that control
room, you do start to understandand embody it yourself.
And I don't look at a camera andget afraid because I've been.
(41:35):
It doesn't matter to me. I have the.
I don't have the confidence all the time, though, when I'm
looking back and I'm like, oh gosh, I sounded horrible or my
husband says that's not your voice.
You had a fake voice. You know, I'm still learning in
those areas, but it's all about just going for it.
And that's what you did when youswerved.
You went for it and that's what you're doing with your business.
(41:58):
And every day and you're with your clients, you're going for
it. So before we wrap, I just wanted
to touch on the fact that you dohave some podcasting experience.
And I think it is just the future because so many people
are now expecting video, audio, podcasting and it is this form
(42:19):
of media that can really A help clients, B provide more experts
into this stratosphere for the for the press to tap into and
can also help people learn. I mean, they learned so much
from long form conversations, sojust wanted your take on
podcasting and just your thoughts in general.
(42:40):
And tell us a little bit about the podcast you've worked on.
I love podcasting. I love listening to them.
I I mean, I'm sure as you can probably take away from this
conversation. I love all things media.
I am just super bastionate aboutmedia in general.
I always have been. My mom used to hate me.
I watch TV all the time. She was like, you just need to
(43:02):
find a job that you can watch TVall the time.
This is all you want to do. And I found a job where I can
watch TV all the time. But I think podcasting is great.
I think I worked on a podcast with Kim Ripper.
She's the host of Mom's Exit Interview.
That is being shifted, I believe, to Exit interview and I
(43:24):
produced on the back end with her finding the guests, telling
the stories, all that. But she really is the brains
behind the podcast. And Jamie like you're the brains
behind your podcast. And I think when it comes to
podcasting, it takes a lot of work.
And so I think that would be my number one thing to keep in mind
(43:46):
is that you do really have to bepassionate about it and that it
does take a lot of work and it is once again another form of
media and it's your own media channel.
So you can tell the story that that you want to tell.
So you want to make sure that you're positioning them so that
you then can bring on clients orshare it on other social
channels or use it as a, you know, jumping off point for
(44:08):
maybe other types of stories. You really have to be passionate
about it though. It takes a lot of work, it takes
a lot of time. It is not for the faint of
heart. And I would say my expertise is
storytelling and producing. I don't know if I would podcasts
me putting one out there on my own, I think that there are so
(44:31):
many other people out there who are doing so many great ones.
I think this one's an amazing podcast.
I think Kim's is amazing podcast.
The things that I want to talk about, I'd much rather be a
guest on a podcast or produce a podcast then personally post one
because it does take a lot of work.
And I'm sure you're not going tosit here and say, oh, in order
to put on a good podcast, you'renot going to just be hitting
(44:51):
record and throwing it out there.
Like you're thinking about it and you're taking the time and
you're putting together a story.You were even saying before we
got on here that you have guestsand the way that you're going to
roll them out are going to be strategic and in a way that are
telling a story. You're not just bringing people
(45:13):
on and throwing out an episode. So keep that in mind.
And once again, time is money. So if you do want to do a
podcast, go to these people who have great resources, somebody
like you, somebody like him, whoare not only putting out
podcasts but also working with individuals to be able to put
(45:35):
out podcasts. Because by saving yourself time
at the end of the day will eventually, I believe, be able
to bring in more money. I think the same goes with PRI
think the same goes for any field that you're not an expert
in. So I would say reach out.
(45:55):
So I would say if you're interested in doing a podcast,
reach out to somebody like you. I really, I, you know, I love
our conversations and I'm reallyglad that we've connected.
And just so everyone knows, you know, she and I are bold.
We're on LinkedIn. You know, that's where we that's
where we kindled. Our relationship is like we we
found each other. We connected.
(46:17):
It was like, let's get on the phone, let's get on a zoom call.
We have a lot in common. Let's talk and I'll tell you.
The hustler mindset. A lot of people just need to
apply. I was going to tell you, Jamie,
when it comes to the swerving, and honestly, when it comes to
just bringing it back full circle and being able to make
those swerves LinkedIn and goingall in on LinkedIn, I took a
(46:41):
course. It was the first investment that
I made with a branding expert. Her name's Kate Ladon and she
was fabulous. She was doing personal branding
and I bit the bullet and spent some money to work with her.
I was so, so nervous. I've never done anything like
that. I didn't even know why I was
(47:03):
doing it. Honestly, I had these two little
kids, but I just something in mygut was like, yes, this is the
next move. This is where you're going to
swerve and that changed the trajectory for me.
So networking, putting yourself out there, talking, sharing
stories, meeting people and likeyou said, being bold is the way
(47:28):
to swerve and you never know howthings are going to end up.
I had no idea what it was going to look like when I left my I
mean I left my job as a TV producer in 2014.
We're now almost in 2024. So this has been a almost 10
year process of swerving and different paths and figuring it
(47:52):
out and saying yes, this is working, no, this isn't working.
I'm going to go all in on work right now.
I'm going to step back a little.I'm going to go all in on
parenting right now. I'm going to step back and get a
little bit more help on that side of things.
Like, it didn't happen overnight.
And the swerving continues. And I am even right now in a
(48:12):
process of swerving and figuringout where to go next.
But what is now consistent afterthese ten years is that I know
that I love media. I know that I love PR, and I
know that I love being home and being a mom and so figuring out
the ways to do those three things.
(48:36):
But the way I do it, I'm always going to be swerving because
sometimes you're going to be more heavily mom, sometimes
you're going to be more heavily working, and it's always going
to kind of just be intermingling.
I completely agree. I'm really glad we got to talk.
And for anyone listening, just make sure you check out the
description for links so you canget to know Lisa as much as I
(48:57):
have. So thank you so much and thank
you so much for having me and I really enjoyed it.
This is my conversation with Elisa Friedlander.
Be sure to look in the description of this YouTube
video or podcast so that you canget a link to all she has to
offer. You know it's also down there, a
link to the free PDF on how to video podcast.
(49:17):
I'm helping you develop your idea into a show, listing out
all the potential questions thatyou should really think through
before you decide to move forward.
If you do decide to move forward, I hope you use
Riverside and if you do try to use my link that is like the one
way I am trying to monetize my efforts.
(49:38):
To help you become more on Cam ready.
So if you do, click on the link and sign up to Riverside.
You're also helping support thispodcast.
You know what else supports it? Liking this video and
subscribing to the channel. So I hope you do that as well.
This is all new to me guys. If you watch the vlogs you'll
see that I am really sharing as I go.
(50:00):
And trying to learn everything Ihaven't really been able to tap
into as a producer, from contentcreating for social media
platforms to now Youtubing and video podcasting.
And I'm trying to show you what I learn as I go so that it can
be a little bit easier for you. There are a lot of people out
(50:20):
there that will really hype up the high end products.
And the high quality audio. And yes, you should go that
route, but you don't need to. If you have a great idea and you
want to go for it, go for it. I'm here to root you on and I'm
also here to help you become more on Cam ready.
So visit my website on camready.com and find me on
(50:42):
Instagram at Jamie under score The Producer or on Cam Ready.
That's what I got. So if you haven't seen episode
one of this video podcast, checkit out.
It's with Shannon Mckinstry. She's a social media guru and
she's helping you maximize your efforts online with minimal
(51:02):
effort. She is so great at helping
people simplify, so I hope you'll check that out.
And again, I'll say it again. Be sure to reach out with any
questions you have. You can also submit a question.
For the video podcast, I have episodes recording in October.
This is a basically you could beseeing this a year from now but
(51:27):
October of 2023. I have some episodes recording
and if you would like to contribute to them you can also
send me a video question, so e-mail me.
Jamie at on camready.com. Thanks again for watching.
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