So, you’ve connected with a journalist who wants to cover your story or company, but they don’t have room for you for several weeks or even longer. Cue HARO.
HARO is full of journalists actively working on stories, and submitting requests for relevant features, contributions, and quotes for those ongoing stories. Creating a good chance for you to get featured in a story, likely within a couple of weeks or less. HARO bundles up those requests for you, and delivers them right into your inbox, allowing you to respond to those requests.
Why HARO? Because they connect you with journalists seeking stories that are relevant to you
Subscribe to HARO. Once you’re subscribed, the emails will start coming in throughout the day, with the bulk of them coming in early morning, midday, and early evening. You can even choose relevant topics to you and your company to better match you up with journalists working on those same topics. You can even opt to receive queries from specific topics that best suit your company. And HARO has you covered for a whole lot of topics, including:
- High Tech
- Business and Finance
- Lifestyle and Fitness
- Entertainment and Media
Inside tip: You may be getting a lot of emails from them. Which is obviously what you want, but it may mean your inbox becomes flushed with them. So much so that your email may start sending it into spam, so make sure emails from firstname.lastname@example.org aren’t sent there. You may also want to consider setting up a separate email within your inbox, with a filter directing all emails from email@example.com straight there.
A Journalist Has Responded. Here’s How To Respond To Their Query:
The key to getting your HARO response included in the final story is presenting your experience or expertise in a compelling way that shows the journalist how including it would elevate the emotional appeal of their article and help them illustrate an important point.
Here’s The How-To:
- In about 20 words or less in the subject line, sum up what makes your expertise, experience, and input worth having.
- After greeting them, in about 2-3 sentences, summarize and share the highlights of relevant experience or expertise. Be sure you give all the info the journalist asked for in their query! By simply stating your experience and knowledge will let the journalist easily see how your input can give more substance, or emotion to their story. If they have to try to figure out how they can use your contribution or experience, the less likely they are to use it.
- Finish off by politely requesting them if your response and experience works well with their story! And remember to show your willing to give them more info or details if needed.
Things to keep in mind:
- Only respond and pitch to journalists who write about stories and topics. Journalists love building relationships, so it’s worth it to actually show them you took time to acquaint yourself about things they’ve written about or are interested in.
- To make it easy for everyone, look for ones that are actively seeking stories relative to your work, your brand, your company. If they’re already writing a piece relevant to your work, it’s more likely you’ll be featured.
- Think more niche and narrow: Rather than going broad and pitching about the work of your company, find an interesting angle relevant to your company. For the most part, journalists like to write about engrossing themes and issues.
- And start small: pitch to local places. You’ll be more likely to be featured, and you’ll build credibility and create a buzz. Which is good for when you pitch to bigger and more far reaching publications.