Why Leaders Must Think Like Producers In Today’s ‘Always On’ Media World

Extractive Summary of the Article | Listen

In an era when anyone can “go live” at any moment, the leaders who rise above the noise aren’t necessarily the loudest—they’re the clearest.  

From both sides of the camera, Paula Rizzo has spent nearly two decades helping leaders understand that distinction. A former senior television producer at Fox News Channel, Rizzo is now a sought-after media trainer and strategist, a Writer’s Digest columnist, a LinkedIn trainer, and the author of Listful Thinking and Listful Living.

Preparation, she insists, is what separates confident leaders from rambling ones. “I always want people to feel comfortable,” she said. “Preparation and practice are the keys to that.” Her process includes rehearsing with common questions, identifying feared questions and refining answers before the interview ever happens.

Rizzo teaches with what she calls the “accordion method.” It’s having a short, a medium, and a long answer to any question that could plausibly be asked, she explained. “That way, in the moment, you can respond comfortably and succinctly in an informative way.”

One of the most common mistakes experts make, she said, is assuming experience equals readiness. “They think, oh, I’ll just talk. I do this all the time. I’m a professional speaker.” But it’s not the same kind of audience, she points out. Media demands immediacy. “You want to catch them in that headline,” she said.

Another misconception holds people back. “A common misconception is that ‘if I give away all my best stuff, they won’t buy the book.’ That’s untrue. In fact, generosity builds credibility—and trust converts.”

Rizzo also emphasizes performance without pretense. “The way we write is not typically the way we speak,” she said. “Speaking is much more conversational.” That requires practice, even for seasoned professionals. “Any media interview I do, I practice beforehand, always.”

Storytelling is central to her approach. “Audience members connect with stories and they remember you for that,” she said. “They may not remember your name, but they’ll remember your stories.”

For highly technical leaders, accessibility matters more than sounding impressive. “It’s not dumbing it down,” Rizzo said. “It’s simply making it accessible. Because if you’re losing people in the message, you’re not helping anybody.”

She also prepares clients for the inevitable curveballs. “It’s like improv,” she said. “That’s why it’s important to have practiced your message so you don’t feel caught off guard.” She encourages clients to anticipate difficult questions and practice pivots that remain authentic and respectful.

In the end, Rizzo believes the most effective communicators share two traits: restraint and attention. “Listening is one trait,” she said. “But I think the most important one is being succinct.”

In a world where leaders are constantly asked to speak, post, pitch and perform, Paula Rizzo’s work is a reminder that influence isn’t about saying more—it’s about saying what matters, clearly, confidently and with intention. The leaders who understand that won’t just survive the media landscape ahead. They’ll shape it.

show less