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With the explosion of online content and social media, what role do books play in the media landscape? Are they critical? Should you write one? The fact is, books remain one of the most powerful and respected platforms. But there are many new roads to publishing a book that don't involve sitting down, writing an entire manuscript, sending it to a publisher, and waiting. Today, Paula and Terri speak to Farnoosh Torabi, host of the uber-popular So Money podcast, and author of several books, including When She Makes More. Farnoosh, who teaches entrepreneurs the how's and why's of publishing a book, teaches you all you need to know to get started.

Have you spoken at conferences and events and want to shift your expertise from stage to screen? On today's show, Paula and Terri will show you how to look at your keynote, lecture or TEDx talk through a producer lens. Plus: An interview with go-to expert and author Chris Kilham, aka the Medicine Hunter, on how he became a media darling, racking up more media interviews in the past ten years than most people see in a lifetime.

For anyone who aspires to do media, TV remains the big dream. Everyone wants to be on it! So how do you cut through the din and make a connection with a real-life producer—and get one to call you back? Kathy Gulinello, producer at The Doctor Oz Show and founder of PinkTank, has years of experience in assessing and booking guests for TV. Today, Kathy shares with Terri and Paula what turns her on, what turns her off, and how to make a big impression so that she's waiting on you, and not the other way around.

So you have a Facebook page. And a Twitter account. Instagram. And LinkedIn. But it's not enough just to have those accounts and post on occasion. If those platforms aren't helping you grow your business and brand, then you might want to rethink your strategy. Today, Paula and Terri talk with Cass McCrory, digital marketing strategist and founder of Capra Strategy, about how to position yourself online to make sure that your platforms are helping elevate your brand, and attract the right kinds of business and attention.

It's one thing to want to do media but it's another thing to actually put yourself out there and do it. One of the biggest problems for many experts is just getting started and getting over impostor syndrome. Today, Terri and Paula speak to someone they've both tapped for his expertise, Ben Michaelis, PhD. He's a frequent media guest and author of Your Next Best Thing. We'll learn how to get out of your head and into media plus what tactics have worked for Ben to up his own media game.

The attempt to get more media attention can go horribly, horribly wrong. Public relations screw ups, mess ups, and flat-out disasters can not only hurt your chances of securing media—it can sabotage your brand and business for far longer. The good news is you can learn from them so that you can avoid having them happen to you. Terri, Paula, and Paula Conway, media strategist and President of Astonish Media discuss epic PR fails--and how to avoid them.

Experts and business owners of every stripe would love to be on TV and in magazines. The logic goes something like this: Go on TV, prospect sees you, prospect visits your website and buys. If it were only that easy! Terri and Paula will discuss the ROI on doing media, and some of the myths and misperceptions about being in the media, as well as what you really get in return. Joining them this week is marketing wizard and speaker Dorie Clark, author of Entrepreneurial You, to discuss her media strategy and what you can (and can't) expect from getting your name on there.

Attention is the scarcest resource we have--which is why getting someone to pay it is so critical, and so hard. Whether you're pitching a TV producer, an editor, an investor, or a customer, your ability to compel another person is everything. In this episode, Paula and Terri talk about the biggest mistakes people make when they try to sell their idea, or themselves, to someone else. Then, Marketing Mentor Ilise Benun shares her tips for getting over the fear of self-promotion so that you can seize on opportunities and get the attention you deserve.

You want to be on TV...so are you ready for it? In this debut episode of Lights Camera Expert: Unleash Your Expertise, hosts Paula Rizzo and Terri Trespicio interview PR maven, founder of HARO, entrepreneur and investor Peter Shankman to find out what it takes to crack the media code and crush it on air--not just once, but hundreds of times. Plus, insights into what the media wants, and why it's looking for you.