5 MINUTE READ
How Can Giving back be paying it forward for your business?
You’ve heard it before: Giving back is good for business. But you might be wondering if it’s true. Can you help a reporter out as a subject-matter expert, make a difference and create an impact in the media to benefit your business with free PR? The simple answer is yes, and here’s one way to get started.
Get Free Press Coverage by Pitching To HARO
If you want to get covered in online publications but don’t have the budget for PR, HARO is the way to go! If you’re going to get the most out of HARO and save time, you’ll need to know what to do and what not to do.
HARO (Help a Reporter Out) is a free service that connects journalists with sources. It’s a win-win for everyone, and it’s very effective. You can sign up for your free subscription to HARO. When you do, you’ll immediately start getting emails from HARO. These emails will provide you with opportunities for press coverage every day, broken down by categories like business, lifestyle, technology and healthcare.
Choose A Media Outlet That Matches Your Core Message
An important factor in getting media coverage is to respond as quickly as possible. Be sure to scan the index of opportunities listed in your HARO newsletter and respond promptly to those that seem most promising.
When your goals align with a query, consider the outlet and be sure to reference the topic in an engaging and relevant way. If you haven’t been implementing your value-add message, this is an opportunity to start. If you want to be known as a leading voice in your industry, pitch only the outlets that help you spread your core message and establish yourself as an expert.
Want to be known as a problem-solver? If so, the HARO media outlets might be a fit for your expertise.
When sending a story to a journalist, do not assume that your first idea is the best. If you come up with an idea within seconds of reading the query, it might have been done before. I have learned never to answer without thinking deeply about it. If you want your answer to stand out, be sure not to include any information already on the site.
The Email Subject Line You Should Use When Submitting To HARO
When pitching a story to HARO, remember that they receive hundreds of media submissions per day, make sure your subject line is easy to spot. In addition, recognize that journalists are usually freelancers who sometimes work for multiple publications simultaneously. My recommendation: When sending a pitch, use the subject line of the HARO listing along with your expertise. It’s easy to search through received pitches when they know what term to search for! Many ‘compelling’ subject lines can end up in a black hole.
Be Clear. Be Direct. Make The Reader Pay Attention
When pitching a reporter, assume that they will feature your pitch in the article. Very rarely will a reporter invite you to do a deeper dive or ask you to participate in an interview. Choose your words wisely and keep them short and resourceful. Use bullet points where possible.
Include a link to any articles you have been featured in, books you have authored, events you have spoken at, or awards received. Include these in your short introduction paragraph. Show others that you are a sought-out expert in your industry.
If you want to reach successful editors and journalists via HARO, you need to be an expert in your field. Check your email signature and contact information to ensure they match your business.
Queries from journalists on HARO are often anonymous as some may be major publications. Don’t be tempted to follow-up your pitch and overload their email inbox as they are very busy. They will contact you to let you know you have been successful or simply quote you. One way to keep track of your commentary is to create a Google Alert in your name.
Click here if you would like to download a copy of my HARO Pitch Example.
What Not To Do
Below is an excellent example of what not to write:
“I have an idea I think will be perfect for you: readers love stories about people overcoming great odds. Do you have some free time next week so we can discuss this? Can I send a sample of my writing? Blah blah…”
Nope. Try again.
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