Exporting to Anki from LR is very poor. You have to use their cloze card template and even then its not very good.
I have no desire to use their predefined template, so what I do is export to CSV and include media. Then I go through and delete columns in the CSV that I do not need. Insert a row at the very top of your CSV for labeling each column.
For your images and sound, you’ll need to use the concatenate function to insert the needed HTML for anki to recognize images and audio files.
For images you’ll need to reformat to: < img src=“nameOfImage.jpg” > (remove spaces between the greater/less than symbols)
For audio: [sound:nameOfSoundFile.mp3]
This is a very tedious way of importing, but lucky, LR keeps track of your last export, there is at least one rare plus.
Then just copy your media files into your collection.media folder.