The change in online journalism requires journalists to work on stories at a rapid pace. So you would think that the growing demand for content has led to journalists crying out for story ideas and sources, right?
Not necessary. In 2021, emails are bombarded to journalists about story ideas, backlink requests, and quotes. In fact, 48% of journalists receive emails from about 100 businesses a day. So, to grab the journalist’s attention, you need to present something that they want and stand out from the crowd.
HARO is excellent for this. It allows journalists to find the insight they really want and build relationships with the press while securing valuable media wins.
But how does Haro work? And how can you use it effectively? All this is covered in this guide. So let’s get into it.
What is HARO?
HARO means “Help a Reporter Out”. It is a free service primarily used by journalists who need expert quotes (or suggestions) from experts (often referred to as “sources”) to add more value to their article.
Journalists use HARO to highlight “new products” or “new startups” in a particular industry. A great platform to contact reputed journalists. The service is used by more than 55,000 journalists and bloggers, including journalists from Forbes, the New York Times, the Washington Post, and many other major media outlets.
How HARO Works
Help & Reporter Out (HARO) provides an easy and free way to contact journalists and industry experts. Journalists post requests through the HARO platform for quotes on specific topics, which sources in related industries receive by email. These sources then send replies to requests that interest them. After responses are submitted, journalists use them in published articles, highlighting expert sources with links to their websites to suit their needs.
To use HARO, sources must first generate an account and indicate which subject areas they are interested in. Once done, they will start receiving three emails a day with a list of requests from journalists in their chosen niche areas.
They can then review the requests and react to the ones that best suit their area of expertise, which will give them the most exposure, or both. There is a deadline for sending these responses supplied by the journalist.
Once all responses have been submitted successfully, the journalist who submitted the request will evaluate all responses and select the ones that best fit their requirements.
These are eventually used in print or digital articles, with source attribution and a link back to the quoted expert’s site. It’s not uncommon after publication for a quoted source to reply to the journalist with a ‘thank-you’ email.
When used efficiently, HARO can help journalists bolster their writing with subject matter experts’ insights while providing greater visibility to those experts and their businesses. In addition, a particularly credible or insightful source may develop a relationship with a journalist or media outlet outside HARO, further increasing opportunities for brand exposure.
Through HARO, you and your brand can become a real resource for a particular topic. You can use the service to build relationships with journalists and strengthen brand reputation, which has the potential to grow quality backlinks. It is a mutually beneficial relationship. But it takes more than a primary response to lay coverage claim.
To be successful with the service, you can check out these ten fundamental HARO tips.
1. Read and Evaluate the Query
Read and evaluate all inquiries carefully, especially the requirements section. Do you meet all the criteria for a journalist? If yes, respond. If not, let it go. It’s a waste of you and the journalist’s time to respond to a source request for which you are absolutely not a perfect fit.
2. Reply Quickly
Journalists often work with fast turnaround times. In general, we recommend that you submit your expertise or story within an hour after the query ends, as that is the typical time frame journalists make up their minds about sources. However, if this is not achievable, you still need to pitch within the published deadline.
3. Proofreading and Editing
Time is crucial, but don’t neglect to proofread and edit your pitches. Journalists often delete poorly written responses quickly. Treat every pitch, no matter how small, as if it were a cover letter for a prestigious job. Try using the free Grammarly editor. You can copy and paste your craft, and it’ll quickly identify common typos.
4. Stay on Topic
Journalists are looking for real-world expertise and stories, and they can easily find a fluffy pitch. Stay on topic! Do not use HARO for press release sharing, tout credentialing, pitch a product unless the query requests this information. Off-topic pitches with robotic voices are against HARO rules and may result in the suspension of service.
5. Be Concise
HARO pitches must be short, up to 300 words. However, many journalists prefer the HARO pitches to be 175 words or less. Attachments are automatically removed from emails to protect journalists from viruses, so use services like Dropbox or Google to send links to images or documents in your pitch.
6. Write In Soundbites
Many journalists quote directly from your response, especially if they are on a tight deadline. The easier you do your job, the more likely you are to be cited. If you respond to a source request on behalf of your client, directly reply with your client’s response. Do not rely solely on “My client can speak about this.”
7. Include Alternate Contact Fields
This makes it simpler for journalists to reach you and enables them to choose the most convenient platform. Include your phone number, website, email address, and social media links.
8. Build Media Relationships
Repeatedly emailing or telephoning a journalist won’t get you anywhere quickly. But, you can build common interests and share their articles on social media. Your first pitch may not be accepted, but your second or third may be because of your established relationship. So, don’t cut out journalist contact information for an unsolicited pitch.
9. Convert HARO into a Content Marketing Machine
Not all of your fields will be accepted, but don’t let the content go to waste. Instead, wait a month after the source application is closed. Then dust your answers off and turn them into content for your brand’s site or blog.
10. Track Your Efforts
Monitor your work with HARO just as you track traditional pitches and other public relations efforts. Practice makes you perfect! Test your subject lines, the content of the pitch, and media relations strategy. Then, keep testing and refining until you hit the sweet spot and start getting more publicity.
Conclusion
HARO is a potent yet straightforward tool. Succeed by responding to source requests quickly and building relationships on social. When you do this, you will increase media coverage, enhance your brand reputation, and establish your position as the market leader.