Meet Danielle Lerner | EMMY Award Winning Journalist, Lifestyle Host and Media Consultant

We had the good fortune of connecting with Danielle Lerner and we’ve shared our conversation below.

Hi Danielle, we’d love to hear about how you approach risk and risk-taking
Working in an industry as competitive and intense as broadcast news, it took me longer than I’d like to admit to realize that risks are an essential part of not only your personal growth but also your professional growth and development. For many years it felt safer to follow the “rules,” stay the course, and be who others wanted me to be, knowing there were plenty of aspiring journalists waiting in the wings to take my place.

Still, a part of me has always believed in calculated risks. Doing the research, asking advice from others who have gone before you, and weighing pros and cons before making a decision. Even as a young journalist, I turned down my first three job offers because they didn’t feel like the right fit. People said I was crazy, that I should take whatever came my way just to get my foot in the door. My patience paid off when I landed in a small market on the Central Coast of California. I learned every job imaginable, got paid a (barely) livable wage, and savored the beauty of living beachside. I took another risk when I turned down a full-time anchor position that would have nearly tripled my salary when I was just 24 years old. Once again it just didn’t feel right. That closed door led me to a morning anchor job in Tucson, AZ, which eventually led me back home to the ABC station in Phoenix. A dream fulfilled.

However, It wasn’t until I was unexpectedly demoted from a job I loved, for no real reason, that I gained the confidence to take my biggest risk of all. At that point, I felt I had nothing to lose. Choosing to walk away from a career I’d worked my entire adult life for, in an industry so many others would give anything to be in, took guts and grit. I did the research, asked for advice, weighed the pros and cons, and kept returning to the same answer. It was time to jump.

I see the reward of that particular risk daily. It’s there in the time I get with my family, the control I have over my work and creativity, and the new skills I continue to cultivate. They say to leap and the net will appear, but in my experience, you can at least start building the net before your feet leave the platform.

Alright, so let’s move onto what keeps you busy professionally?
Growing up I was always performing, writing, and telling stories. For a while, I wanted to be a veterinarian (what kid doesn’t?!) and entertained the thought of law school, but a college internship at FOX10 in Phoenix back in the early 2000’s sealed my fate as a journalist. I fell in love with broadcast journalism. I loved seeing how the different parts of a newscast came together every day, the idea of never really knowing what your work day would entail, and the thought of serving my hometown community by telling their stories and holding the powerful accountable.

I went to college at Saint Mary’s College in Notre Dame, Indiana. I majored in English Writing and Mass Communications but felt I needed a little more hands-on experience before entering the job market. I went on to receive my Master’s Degree in Journalism from Northwestern University and spent time working for the Medill News Service in Chicago and Washington, D.C. I learned how to shoot, write and edit my own content, and the real-world experience of interviewing high-profile people in big cities was unmatched. By the time I got to my first job in San Luis Obispo, CA, I was ready.

People who get into news to “be on TV” don’t last long. It’s a fast-paced, demanding and all-consuming business. For 15+ years I worked all hours of the day and night, turning stories on tight deadlines, pulling all-nighters during breaking news, working nights, weekends, holidays, you name it. It’s a 24-hour business and is therefore a constant in your life. But I loved it and it was all worth it.

There are many highlights throughout my career, including flying in an F-16 with the Air Force Thunderbirds, covering the Superbowl and presidential elections, winning Emmy Awards and Associated Press recognitions. However, there are two points in my career I’m particularly proud of.

During the COVID-19 pandemic I was the lead education reporter at ABC15, I spent more than a year using my expertise, sources, and skills to help schools, teachers, students, and their families, navigate an unprecedented year of health concerns, remote learning, and COVID safety protocols. I learned firsthand what it means to serve your community as a member of the media.

Also in 2020, after more than a decade of telling other people’s stories, I decided to share my family’s own journey with postpartum depression and anxiety after the birth of our middle daughter. My three-part series on maternal mental health received immense praise from the community and took home an EMMY award. However, and most importantly, it solidified my passion to advocate for preventing, treating, and raising awareness about perinatal mood disorders.

It’s been a little more than two years since I left local news, and while I worried I was closing a door professionally, I’m now realizing how many doors that decision opened. I continue to hone my storytelling skills as an on-air host for “Arizona Living” on Cox Yurview, I do regular voiceover work for Banner Health and Arizona Highways Magazine, I’m an industry partner with LDH Consulting here in Phoenix, where I provide a host of services for businesses and nonprofits ranging from PR Support and media training to storytelling and pitch development. I’ve also developed a steady stream of clientele on freelancing sites like Fiverr and Upwork, and regularly volunteer my time and skillset to organizations like Postpartum Support International, School Connect, and Teen Lifeline.

In addition to being a full-time mom to our three girls and keeping up with steady freelance work, I’m also now in the process of finalizing my own communications business and look forward to expanding my services and capacity to take on more projects.

As I look back over my career, I feel proud of the work I’ve done, and I’m excited about the work to come. The opportunities available in the communications and media realm are growing exponentially, and it’s been both reassuring and exciting to see how my journalism skills transfer to other areas. If there is anything I’ve learned from my professional path, it’s that authenticity, competence, and confidence are important keys to success. It’s easy to get caught up in what you “should” do, but only when you are truly yourself can your unique strengths shine.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I grew up in the Phoenix area and love that I now get to raise my family here. As a mom with three young kids, I don’t get out nearly as often as I’d like, but I love the variety of things to do all around the Valley. Some of my favorite include hiking Camelback Mountain (assuming it’s not too hot!), kayaking at Saguaro Lake, and catching a Dbacks, Suns or Cardinals game (depending on which season we’re in). I love our local breweries, so a meal and tour at Four Peaks or San Tan Brewing, or a flight from O.H.S.O. would be a must. If my friend brought her kids, a visit to the Arizona Science Center or Phoenix Children’s Museum would be great. A musical at ASU Gammage is always toward the top of my list, and we may just need to book a night or two at one of our beautiful resorts to experience the food, drinks and poolside vibe 😉

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I can say with absolute certainty that I would not be where I am today without the many mentors I’ve had throughout the years. From the professionals I connected with during my college internships who stayed in touch, and doled out constructive criticism and advice as I was breaking into the business, to the former colleagues and “mom bosses” who helped me decide it was time to try something new, I am a firm believer in learning from those who have gone before you, and reaching back to support those who are coming behind you.

Website: www.daniellelerner.com

Instagram: https://www.instagram.com/daniellelernertv/

Linkedin: https://www.linkedin.com/in/drlerner/

Twitter: https://twitter.com/daniellelerner?lang=en

Facebook: https://www.facebook.com/DanielleLernerTV/

Other: https://www.yurview.com/meet-danielle-lerner-host-of-arizona-living/

Image Credits
Tara Dunn Photography