HARO (Help a Reporter Out) and ProfNet are two online resources that experts and reporters turn to when seeking exposure or looking for sources for stories that might appear in print, podcast or video formats. For those hoping to establish their thought leadership, these tools, and others like them, can be a very cost-effective way to gain media exposure.
Success With HARO and ProfNet
We’ve gained exposure for ourselves and our clients multiple times through these tools. You can see some of the places we’ve been covered on our website’s home page (bottom left). We also use HARO and ProfNet when seeking sources ourselves for blog posts, articles, or other forms of written content.
There are some key best practices we’ve picked up over the years from being on both sides of the aisle—looking for sources and pitching sources. Here we share our top three.
Top Three Tips for Getting HARO/ProfNet Exposure
1) Only respond to pitches that you are truly qualified for.
HARO has been overrun recently, in my opinion, by “trash” responses from people clearing seeking only to attain backlinks and obviously (again in my opinion) using content generation tools to develop their responses. If you don’t have the credentials/expertise the reporter is looking for, don’t respond. If you do, and do so repeatedly, you’ll fall off their radar screen and likely be blocked. I have a number of names I’m now familiar with that I delete responses from without even looking at them because their input has been so irrelevant or off the mark.
2) Respond in detail with the goal of providing real value to the ultimate audience.
3) Avoid the sales pitch.
Must-Haves for Success
- You actually are an expert and qualified to weigh in on whatever the topic is that a reporter is looking for.
- You provide a complete response that is focused on providing value to whoever the ultimate audience is (not the reporter, but the people they are producing this material for).
- You avoid being overtly self-promotional.
- You are timely and responsive in the event the reporter seeks follow-up information.
- You don’t pester the reporter to use your input, check in with them incessantly, or badger them to send you an update on whether your input has been used.
Following these basic tips can help you achieve the exposure you’re looking for, not just once, but over and over again.
What additional tips/recommendations do you have to offer?
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.
Recommended Reading:
21st Century Secrets to Effective PR
Direct Mail in the Digital Age
The Complete Idiot’s Guide to Strategic Planning
The Everything Guide to Customer Engagement
Best Practices in Influencer Marketing
Tags: getting media exposure, HARO, media exposure, pitching HARO, pitching ProfNet, pitching reporters, ProfNet, thought leadership