If you’re a business owner, you have probably tried using Help A Reporter Out (HARO) before to earn some media coverage. But with thousands of others doing the same thing, it can be challenging to stand out and land that coveted coverage. In this article, I’ll show you 5 proven ways you can make your HARO responses stand out and increase your chances of getting featured.
What is HARO and Why Should You Use It?
First, let’s break down what exactly HARO is if you’re not already familiar. HARO, which stands for Help A Reporter Out, is a service that sends queries from journalists directly to your inbox three times a day. These reporters already have story ideas and know what they need to cover. They are simply looking for experts like you to provide quotes and insights to complete their stories.
Scoring media coverage through HARO is so much more valuable than buying advertising. Getting featured lends you credibility and authority in your industry. It also drives referral traffic back to your website. So tapping into HARO is a great way to build brand awareness and boost your SEO.
Now let’s get into the 5 proven tips for making your HARO responses stand out so you can actually land that high-value coverage.
1. Respond Quickly
The first key is to respond quickly to HARO queries. Journalists are working on tight deadlines, often needing to turn stories around on the same day. When they send out a request through HARO, they can receive hundreds of replies within minutes. Responding ASAP gives you a major advantage in getting chosen over the deluge of other pitches in their inbox.
Additionally, the quicker you respond, the more options the reporter has in choosing whom to feature. Replying early allows them to easily incorporate your input in their story rather than scrambling last minute. So staying on top of HARO emails and answering right away is crucial.
2. Use an Explicit Subject Line
Your subject line is the first thing a journalist sees when you respond to their HARO query. Don’t try to get cute or clever here. Simply copy and paste the exact title of the query into the subject line.
This ensures the reporter knows exactly which of their queries you are responding to. Oftentimes they will send out multiple HAROs at once on different topics. An explicit subject line avoids any confusion and connects your pitch directly to the information they requested.
3. Directly Answer Their Question
This is where many people make a mistake when using HARO. They try to overtly self-promote instead of directly answering the journalist’s question. Remember, reporters already have their story angles and topics defined. They are not looking to promote you or your business. All they need is an expert quote or perspective to complete their article or piece.
The best approach is to literally copy and paste their question into your email response. Then answer it sentence by sentence. Provide just the insight requested – no more, no less. This shows the journalist you respect their time and gives them what they actually need. Avoid going off topic just to plug yourself. That’s a surefire way to get ignored.
4. Include Your Credentials
While you shouldn’t focus on blatant self-promotion in your HARO response, you do want to establish your expertise on the topic. After directly answering the journalist’s question, end your email by briefly summarizing your credentials.
This allows reporters to confirm you have the background to provide an authoritative opinion they can publish. It also gives them the proper citation they need to attribute your quote. Listing your credentials, bio, previous media features, etc., provides necessary context so the journalist can confidently include your input in their piece.
5. Follow Up to Build Relationships
Often, journalists who use your HARO response will not reach back out to further the relationship. So the onus is on you to proactively make contact after you’ve been featured.
There are two ways to do this:
First, when reporters do directly email you for a quote, they will use their personal work email address. Save this address, and follow up after your quote has been published to offer your expertise for future articles on related topics. Provide additional value by connecting them with other sources who can help.
Second, you can set up Google News alerts for your name and company. When your HARO response gets published, you’ll get notified. Find the author’s contact info through their article or social media, and send a quick thank you note. Let them know you’re available as an expert source for any other pieces they’re working on.
Following up and maintaining a relationship with journalists allows you to become a go-to industry resource. This leads to repeat publicity wins rather than one-off coverage.
Start Implementing These Tips to Stand Out
Using HARO is one of the most effective ways to earn media coverage as an entrepreneur or expert. But you have to stand out from the sea of other people responding. By quickly replying, crafting strong subject lines, directly answering questions, touting your credentials, and proactively following up, you’ll position yourself to land features that boost your brand.
Stay tuned for more tips on how to secure publicity and turn it into profit. Be sure to subscribe to the blog and check back often!