Author Topic: Using HARO for publicity, marketing & positioning yourself as an expert  (Read 639 times)

swick

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Hi Folks,

I noticed a couple of people in the intro thread mentioned their challenges were with promotion and positioning.

I wanted to tell you about HARO and why it might be a good option for you. https://www.helpareporter.com/

HARO stands for "Help A Reporter Out" and provides a way for journalists and media outlets to connect with sources. You can subscribe to their lists which emails you opportunities a couple of times a day. Some of these are paid, some for publicity. There are requests for experts from blogs/podcasts/major media outlets including TV the AP and national newspapers.

If you are looking to position yourself as an expert in anything, HARO is priceless. It also helps you create your own marketing opportunities because you can link to any pieces you are mentioned or published in and recycle the content in a variety of ways.

It also helps with credibility and beefing up your bio by being able to say you appeared in XYZ, which will allow you to charge more if you are looking to get into speaking, looking for a book contract, or selling your knowledge, anything like that.


KMMK

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Interesting. I'll definitely check that out.

Axecleaver

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Thanks, giving it a shot for Healthcare Reform. Should be enough people with questions, right?

bullcitybro

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I've used HARO a ton in a few positions (especially back when I was more of a jack-of-all-trades marketer) and it definitely CAN be useful.

In my experience, around 3/4ths of the submissions on HARO from media "companies" are from tiny blogs or publishers with such small audiences that it isn't really worth your time to respond.  Many of the publishers want you to send them a complete article or large snippet of content, instead of just a pitch, and that usually isn't worth the response either since it's a pretty big investment in time for an unknown payoff. 

I also noticed that the response rate was very low from publishers - I'm assuming they get pretty well inundated with responses, especially since a lot of marketers see this as an easy way to grab backlinks or a byline.

swick

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Good Feedback, bullcityrob.

It does take some time to go through the emails, it is the perfect job to outsource to an assistant, VA, your teen...

And yes it definitely isn't worthwhile to respond to smaller outlets that want full content upfront, unless you have a body of work you know you can easily repurpose and the outlet is big enough to make it worth it. If you have more time than marketing budget, it is a useful tool :)

It's also useful just to see who is out there and what content they are looking for. Useful for market research. If there is a topic that is coming up a lot, it is a pretty good indicator that it is a popular topic that if you do create your own content on, people will be interested in it.

bullcitybro

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Useful for market research. If there is a topic that is coming up a lot, it is a pretty good indicator that it is a popular topic that if you do create your own content on, people will be interested in it.

I can't believe that I hadn't ever thought about using it this way.  It would be trivially easy to get my VA to scan a week or so worth of HARO emails to suss out a trending topic.  Thanks for this idea!