Alright – so today we’ve got the honor of introducing you to Danielle Lerner. We think you’ll enjoy our conversation, we’ve shared it below.
Danielle, looking forward to hearing all of your stories today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?
The media industry is changing. FAST.
I worked in local news as an anchor and reporter for more than 15 years before deciding to dip my toe in the uncharted waters outside the broadcast journalism realm. I wasn’t sure what the future held, but I knew my family and I were ready for a change. I teamed up with a local PR consulting company in the Valley, LDH Consulting, offering freelance PR support services for a few hours a week. That was in 2022. In the past 2.5 years, I’ve built a steady stream of freelance PR support clients from across the country, I have influencer marketing partnerships with local and national organizations, I host Cox Yurview’s “Arizona Living” lifestyle show, and provide media coaching and consulting services.
What used to be a pretty exclusive industry with clearly-defined roles, is now a melting pot for both amateurs and professionals alike. Through social media, cable news, blogs, etc. creating content is more accessible than ever, and the more services or skills you possess, the more success you will have. Not just in the world of broadcast journalism or traditional media outlets, but also in business. As a result, many former “newsies” are taking their diverse and unique skill set to corporations, nonprofits, and government entities. The ability to tell a good story resonates in just about every industry.
At the beginning of this year, I launched Take 45 Media, Inc. We specialize in storytelling services that get results, from on-air talent and voiceover work to PR support, media coaching, and content creation. We’re still in our infancy, but the demand for a quality, multimedia and human-centered approach to brand awareness doesn’t appear to be going anywhere anytime soon.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I fell in love with broadcast journalism during an internship at a local news station the summer before my senior year of high school. I was a Communications and English Writing major and didn’t quite know what I wanted to do, but I’d always enjoyed performing, writing and storytelling so thought this experience would be a good fit. And it was.
A lot of people think the “being on TV” part is the best part of a news anchor or reporter’s job, but I fell in love with the whole process. The idea that you started each day with a blank slate, and that every single person in the newsroom worked together to get a full newscast on the air by 5:00pm. I got my Master’s Degree from Northwestern University’s Medill School of Journalism after graduation and landed my first job in San Luis Obispo, CA, a beautiful stretch of coast in Central California that is a first-TV news market paradise. I learned how to do EVERYTHING there. I shot, wrote and edited my own video, anchored the news and reported live from the field, uploaded digital content to the station website and managed a small crew on the weekend. It laid a solid foundation of skills and work ethic that continue to serve me to this day. I went on to work in Tucson, AZ as a morning news anchor before returning home to work as a morning news anchor in Phoenix, the #11 news market in the country.
I always say you will never be more invested than you are reporting in your hometown. It wasn’t until I served as lead education reporter throughout the COVID-19 pandemic that I began to wonder if there was more on my horizon. Those years were some of the best of my professional life, and the hardest of my personal life. After the birth of our third daughter in 2021 I knew it was time for me to slow down, step away, and pursue something new. That time to breathe has now become Take 45 Media, Inc.
We provide a host of storytelling services designed to get results. So whether I’m hosting a segment for Cox Yurview’s lifestyle show “Arizona Living,” writing a press release, or creating influencer marketing content, I am always looking for the human element within it. I ask myself questions like, “Who will connect with this type of content most?” “Why should someone care about this new initiative?” “How can I connect with someone enough that it will move them to act?” People crave connection and I’ve learned over the years that being genuine, being authentic, and having empathy is always the best method.
I’ve now been working in media for about 17 years, and it’s taken me almost that long to discover my true self and the value I bring to others. It’s a big step to leap from the only thing you’ve ever known into something that always felt like a self-described “pipe dream.” But I’m here, and I’m doing it, and I’m proud of myself for it!
How about pivoting – can you share the story of a time you’ve had to pivot?
I’ve had to pivot many times over the years but there is one moment that I feel changed the trajectory of my career, and my life.
I was working as a morning news anchor in Phoenix, my dream job, when I was unexpectedly demoted. I was blindsided, and while it was for no fault of my own and these things happen more than most people realize in the local news industry, it hit me really hard. I had so many emotions. I was angry, embarrassed, scared. My new schedule upended our personal life and the way my husband and I cared for our daughter who was just 18 months old at the time. My first reaction was to leave. However, due to financial concerns, I had to stick around for at least a few more months.
I’m so glad I did.
It was not easy walking back into work once the announcement went out. However, I always made a point to hold my head up and continue doing good work. There were still lots of emotions to work through, but I soon came to enjoy my new position and the opportunities it afforded me. I did some of the best journalism of my career in those years, and the connections I made during that time have been instrumental to launching and building my own business.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
It sounds so simple but kindness goes a long way.
I learned early on in my career the value of appreciating others, of taking the time to engage with your coworkers and offer help when possible. Newsrooms can have built-in hierarchies but I always made a point to treat everyone equally. I’ve formed some of the greatest friendships of my life in doing that, and have continued to receive referrals and positive reviews from people I worked with outside the newsroom as well. Being respectful, being fair and being invested in others’ success goes a long way.
Contact Info:
- Website: https://www.daniellelerner.com
- Instagram: @daniellelernertv
- Facebook: https://www.facebook.com/DanielleLernerTV
- Linkedin: https://www.linkedin.com/in/drlerner
- Twitter: @DanielleLerner
Image Credits
Tara Dunn Photography
Nerissa Lowicki