What is HARO?
HARO operates as a free online service that connects journalists seeking expert sources with professionals who can provide valuable insights.
HARO connects two key groups:
Journalists from major media outlets seek expert sources for their stories, and industry professionals are looking to share their expertise and gain media coverage. Journalists range from staff writers at national publications to niche bloggers.
Expert sources include everyone from C-suite executives and business owners to academics and specialized professionals across all industries.
However, things took an interesting turn in late 2023 when Cision stepped in and folded HARO into their bigger platform, giving it a fresh coat of paint and a new name - Connectively.
They talked up all these fancy new features and promised a smoother experience, but that didn't last long. Last December 9, 2024, Cision officially confirmed that Connectively, formerly Help a Reporter Out (HARO), is shutting down.
Just like that, we said goodbye to what had become the media industry's favorite way to find expert sources.
Why HARO is still relevant today?
HARO might be gone, but its impact on PR is still going strong.
While PR pros have moved on to platforms like MuckRack, Qwoted, Featured, Help B2B, SoS, and PressPulse—each bringing its own mix of features and detailed analytics—the basics that HARO got right are still spot-on.
Its straightforward approach to connecting journalists with experts, emphasis on timely responses, and commitment to authentic communication continue to set the standard for media relations today.
These newer platforms aren't exactly reinventing the wheel; they're just adding some modern touches to HARO's tried-and-true formula. It just goes to show that even as we get fancier technology, the real essentials of good media sourcing - being authentic, sharing genuine expertise, and keeping communication crystal clear - haven't really changed.
20 HARO Pitching Tips:
Although the popular HARO platform is no longer around, the core principles that made it so effective are still highly relevant for anyone seeking to land valuable media coverage. In this guide, we'll share 20 time-tested tips to help you navigate the evolving media landscape and secure the spotlight your business deserves in 2025 and beyond.
Here's a closer look at 20 proven HARO-inspired tips that can help you achieve media success in 2025:
Tip 1: Answer queries that are relevant to your expertise.
When responding to media queries, it's crucial to only address those that are directly relevant to your area of expertise. While it may be tempting to cast a wide net and try to participate in as many opportunities as possible, that scattershot approach rarely pays off.
For example, this query seeks insights from experts in ISO school administration, school IT, parenting/invisible load, and data/app security. To provide the most valuable contribution, your expertise must fall squarely within one or more of these specialized domains.
Relevance is not just about the broad topic - it also extends to factors like industry experience, functional role, and specific areas of specialization. The closer your expertise aligns with the journalist's needs, the more impactful and compelling your response will be.
Tip 2: Structure responses in easily digestible chunks.
Break down your answer into logical, easily digestible paragraphs or bullet points. This will help the journalist quickly identify the key points and seamlessly integrate your insights into their article.
This pitch example landed our client in The Wall Street Journal. It provides an overview of the expert and explains the recency effect and its role in memory formation. By breaking down the content into clear, logically organized paragraphs (most of the time, subheadings are super helpful, too), the pitch makes it easy for the journalist to quickly scan and grasp the key points. This readability is essential, as journalists often need to process a high volume of pitches efficiently.
Tip 3: Include statistics and data points when relevant - but only from credible sources.
Whenever possible, include relevant statistics or data points to strengthen your response and lend an air of authority to your claims. However, it's crucial to only use credible, verifiable sources to back up your statements.
Take the time to research your topic thoroughly and identify reputable, well-respected sources to support your points. This extra effort demonstrates your commitment to providing accurate, trustworthy information - a quality that journalists value highly when selecting contributors for their stories.
Tip 4: Use AI tools to craft your pitch (ETHICALLY).
While AI tools can be incredibly helpful in streamlining the pitch-writing process, it's crucial to leverage them in an ethical and thoughtful manner. Completely automating your responses is a big no-no, as authenticity and human touch are paramount when connecting with media professionals. Instead, I recommend using AI tools judiciously to support various aspects of your outreach efforts.
The key is to blend the efficiency of AI with your own expertise and personal touch. This balanced approach ensures your media pitches are polished and personalized rather than feeling generic or machine-generated. Authenticity is everything when connecting with journalists, so use AI tools judiciously to enhance your outreach efforts, not replace your own unique voice.
Tip 5: Respond within two hours of receiving the query.
This image from Women's Health Magazine shows the brief timeframe that journalists can work within. The deadline was just three hours from the time it was posted.
To maximize the chances of having your insights included, it is crucial to monitor for relevant opportunities and submit your response as soon as possible, ideally within 2 hours of receiving the request.
By carving out time in your schedule to review and respond to applicable queries quickly, you position yourself as a reliable, responsive expert who can seamlessly integrate into their editorial process.
Tip 6: Keep a template of your bio and credentials ready - but customize for each pitch
Having a pre-written bio ready to go saves you valuable time and ensures consistency across your pitches. However, it's crucial that you customize this template for each individual opportunity.
For example, my pre-written bio here saves me time when responding to time-sensitive media requests. I can quickly pull the core elements and customize them rather than starting from scratch each time.
Simply copying and pasting the same generic bio for every query is a surefire way to come across as impersonal and irrelevant. Instead, take the time to tailor your bio to highlight the specific aspects of your background and experience that are most pertinent to the journalist's needs.
Tip 7: Use a professional email address - preferably from your company domain
Journalists receive countless submissions, so making a strong first impression through your email address is key. Using a company-affiliated email shows that you're affiliated with a real organization, lending an air of authority to your expertise.
It also makes it easier for the reporter to verify your credentials and quickly determine if you're a credible source worth pursuing for their story. By taking this small but impactful step, you're positioning yourself as a thoughtful, trustworthy contributor - qualities that can give you a significant advantage over other pitches vying for the journalist's attention.
Tip 8: Keep formatting simple - no fancy fonts or colors.
Overly complicated formatting can be distracting and make your message difficult to absorb. Instead, stick to a classic, straightforward layout using standard font styles and neutral colors. This allows the substance of your pitch to shine through without unnecessary embellishments.
By keeping things simple, you ensure that your pitch is accessible and legible across all devices and platforms. This minimalist approach conveys that you respect the journalist's time and are focused on providing value, rather than drawing attention to stylistic elements.
Tip 9: Craft a Compelling Subject Line
The subject line is the first thing a journalist sees, so it sets the tone for your entire pitch. A catchy, relevant subject line immediately conveys that you understand their needs and have something worthwhile to share.
It's worth investing the time to perfect this critical element of your pitch, as it can make the difference between your submission being noticed or overlooked. Consider using a subject line analysis tool like SubjectLine.com to assess your subject line's effectiveness and make improvements.
For example, this pitch landed me on a DR 78 website. We crafted a subject line that grabs the reader's attention by highlighting a timely, forward-looking topic related to emerging CRM trends.
Tip 10: Share unique insights - avoid generic advice found through Google
Journalists are constantly seeking fresh angles and original content to capture their readers' attention. Providing them with insights they can't easily find elsewhere positions you as a valuable, differentiated resource.
This not only increases the likelihood of your pitch being selected, but also enhances your credibility and reputation as an authoritative voice in your field. So, resist the temptation to play it safe with generic advice, and instead focus on highlighting your distinctive expertise and innovative ideas.
Tip 11: Include specific examples from your experience
By including detailed case studies, client success stories, or personal anecdotes, these concrete examples make your pitch more memorable and impactful. They bring an element of authenticity that can help you stand out from other sources, offering more generic information.
Journalists appreciate the opportunity to share these unique, behind-the-scenes perspectives with their audience. So, take the time to carefully select the most relevant and compelling examples from your experience to include in your outreach. This attention to detail can be the key factor that elevates your pitch above the competition.
Tip 12: Offer contrarian views when you can back them up
Offering a contrarian viewpoint can be a highly effective strategy for securing media coverage, but it must be done thoughtfully and with strong supporting evidence. It's crucial that any contrarian views you present are firmly grounded in your expertise and backed by tangible data or examples.
Simply contradicting established wisdom without a compelling rationale is unlikely to resonate with reporters. Instead, thoroughly research your position, anticipate potential counterarguments, and prepare a well-reasoned case that demonstrates the merits of your unconventional stance.
Tip 13: Provide context for your expertise
Simply stating your credentials or job title is often not enough to convey your full authority on a given topic. Instead, you should take the time to give the journalist an understanding of your background and qualifications. But it's important not to overdo it.
When introducing yourself, highlight the most relevant and impressive aspects of your background in a succinct way. This could include your job title, years of experience, notable achievements, or any specialized training or certifications you've earned. The key is to give the journalist just enough information to establish your credibility as a subject matter expert without veering into self-aggrandizement.
Tip 14: Share published articles featuring your insights.
When you've already demonstrated your expertise through published work, it serves as a powerful endorsement that can set you apart from other potential sources.
By including links or excerpts from articles you've authored or been featured in, you provide the journalist with tangible evidence of your knowledge and ability to deliver compelling, well-articulated commentary. This gives them confidence that you can contribute unique, high-quality content to their story.
Tip 15: Connect with journalists on LinkedIn - but don't pitch there
When connecting with journalists on the platform, focus on engaging with their content, commenting thoughtfully on their posts, and sharing relevant industry insights. This helps you organically establish yourself as a knowledgeable, helpful resource in their network. Over time, these authentic interactions can lay the groundwork for future collaboration as the journalist becomes more familiar with your expertise.
Resist the urge to pitch a story idea immediately or send a direct media query through LinkedIn. Journalists often view unsolicited pitches on the platform as intrusive, as it can feel like an invasion of their personal, professional space. Instead, use LinkedIn to nurture the relationship, and then reach out separately through more formal channels, such as email, when you have a truly compelling story idea to propose.
Tip 16: Use different media sourcing platforms in pitching
As new tools and services emerge to connect journalists with expert sources, it's important to regularly assess which platforms best fit your particular niche and outreach needs.
By utilizing different platforms like Qwoted, Help B2B, SoS and PressPulse, you can position yourself in front of a wider pool of journalists seeking expertise. This multi-pronged approach ensures you're not relying on a single channel but rather utilizing a strategic net to maximize your exposure and responsiveness to relevant media opportunities across the industry.
Tip 17: Politely request to turn a no link to do-follow link.
To turn a "no-link" opportunity into a "do-follow" link, approach the request tactfully and with the journalists and audience's needs in mind.
Here’s an email example that we sent on behalf of a client. The approach focuses on understanding the journalist's and audience's needs rather than just the company's own interests. Explaining how a do-follow link can enhance the reader experience is a thoughtful way to make the request.
Frame the request as a suggestion, not a demand, and express gratitude for the coverage. By taking this collaborative approach, you increase the chances of the reporter updating the link to a "do-follow" without compromising the established relationship.
Tip 18: Track your response success rate to refine your approach
Closely monitoring your pitching success rate is a vital practice for continually refining and optimizing your media relations strategy. By meticulously recording key metrics, you can gain invaluable data-driven insights to inform future outreach.
Consider maintaining a detailed record that tracks the following information:
Platform: Note the specific media sourcing platform used, such as Qwoted, Help B2B, etc.
Date: Log the date you submitted your pitch.
Media Outlet: Document the name of the publication or media outlet that featured your response.
Query: Record the specific query or topic the journalist was seeking information about.
Pitch: Make a note of the pitch content you provided in response.
Publish URL: Note the live URL where your contribution was published.
Published Date: Log the date your content was published.
DR: Document the domain rating (DR) of the outlet, which indicates the site's authority.
Link Type: Specify whether you received a backlink or just a mention.
Anchor Text: If a backlink was provided, note the anchor text used.
Analyzing this comprehensive data allows you to objectively assess which elements of your pitching process are most effective. You may notice certain platforms, story angles, or communication styles yield higher response rates or more valuable link placements. By identifying these patterns, you can strategically allocate your time and resources to the most productive activities, refining your pitch templates, target media lists, and overall outreach efforts.
Tip 19: Monitor competitors' media mentions
By tracking where and how your competitors are securing media coverage, you can gain valuable insights to inform and enhance your own media relations strategy. This intelligence can then be used to refine your own target media lists, tailor your pitch messaging to match current journalistic interests, and proactively position yourself as a thought leader on the same trending topics. Here's how you can track it:
Compile a list of key industry competitors.
Set up Google Alerts and use media monitoring tools to stay updated on their coverage.
Analyze the outlets, article tone, messaging, and relevant trends in their media placements.
Identify gaps or new angles you can leverage in your own outreach.
Refine your target media list and craft more compelling pitches based on these insights.
Tip 20: Share your wins on your social media handles
Sharing your media wins on social media amplifies your coverage and showcases your expertise. Promote published articles, interviews, and features across platforms like LinkedIn, Twitter, and Instagram to expand the reach and reinforce your credibility with followers. This strategy capitalizes on earned media, demonstrating your thought leadership and media relations skills - qualities that can attract new leads, partners, and speaking opportunities.
Final Takeaway
The 20 HARO-inspired tips outlined in this guide provide a roadmap for navigating the modern media ecosystem and positioning yourself as a sought-after expert source. From crafting compelling pitches and building relationships with journalists to leveraging the latest media sourcing platforms, these tactics will equip you with the skills and strategies needed to thrive in 2025 and beyond.
Ultimately, the key is to embrace change, stay agile, and continuously refine your media relations approach. By blending timeless best practices with innovative, forward-thinking methodologies, you can future-proof your ability to earn high-impact media placements that elevate your brand and solidify your authority within your industry. The media landscape may be in flux, but your ability to adapt and excel can remain a constant.
While the iconic HARO platform may be gone, the core principles that made it so effective are still highly relevant in the ever-evolving media landscape. By implementing a strategic, future-focused approach to media relations, you can continue to secure valuable coverage and enhance your brand's industry influence.
