Help A Reporter Out (HARO) is a widely used platform that connects journalists with sources, providing a unique opportunity for marketers and public relations (PR) professionals to gain exposure for their brands. However, while HARO can be a powerful tool for media outreach, there are common pitfalls that can hinder its effectiveness. Here’s an in-depth look at these challenges and strategies to avoid them, ensuring better success rates and more effective publicity through HARO.
1. Generic Responses
One of the most significant issues with HARO responses is their generic nature. Journalists are looking for specific insights or unique angles, and a cookie-cutter response does not stand out among potentially hundreds of emails.
How to Avoid:
Tailor Your Response: Read the query carefully and respond precisely to what is being asked. Customize your answer to show how your expertise or your company’s experience specifically relates to the query.
Add Value: Include unique data, personal anecdotes, or specialized knowledge that can differentiate your response from others.
2. Missed Deadlines
HARO operates on strict deadlines, often with quick turnarounds. Missing these deadlines is a common mistake that can cost you a valuable opportunity to be featured in a story.
How to Avoid:
Set Alerts: Use tools to set reminders for HARO’s three daily email times (5:35 AM, 12:35 PM, and 5:35 PM ET). This ensures you’re among the first to see relevant queries.
Prioritize Quickly: Quickly assess each query’s relevance to your expertise or business and decide promptly whether to respond.
3. Poor Targeting
Responding to irrelevant queries not only wastes your time but can also frustrate journalists, potentially damaging future opportunities for coverage.
How to Avoid:
Be Selective: Focus on queries that are a strong match for your niche or industry expertise. This increases the likelihood of your response being relevant and useful.
Understand the Outlet: Research the journalist’s previous articles and the outlet’s style to tailor your response to their audience.
4. Overly Promotional Responses
While the goal is to promote your brand, an overly promotional tone can deter journalists looking for objective contributions to their stories.
How to Avoid:
Focus on Being Helpful: Provide information that serves the story’s needs first. Mention your brand in a way that adds credibility without overshadowing the content.
Offer Expertise, Not a Sales Pitch: Ensure your contribution offers insight or advice, not just a pitch for your product or service.
5. Insufficient Details
A response that lacks detail can seem unthoughtful or hastily put together, reducing its chances of being selected.
How to Avoid:
Be Thorough: Include enough relevant details to fully answer the journalist’s query. If confidentiality is a concern, share what you can publicly and offer to provide more specific details directly.
Include Credentials: Briefly mention your qualifications or relevant experiences that establish you as a credible source.
6. Failure to Follow Up
Sometimes, even after sending a great response, following up can make the difference between being included in the article and being overlooked.
How to Avoid:
Politely Follow Up: If you haven’t heard back and the story’s publication date is near, a gentle follow-up email can remind the journalist of your previous correspondence and show your continued interest.
7. Neglecting Relationships
Treating HARO solely as a transactional tool rather than a means to build relationships with journalists can limit its long-term benefits.
How to Avoid:
Build Connections: Use each interaction as a chance to establish a rapport with journalists. Even if your response isn’t used, a positive, professional relationship can lead to future opportunities.
Offer Ongoing Availability: Let journalists know you are open to contributing again or assisting with future stories related to your field.
8. Not Monitoring Outcomes
Failing to track which queries you’ve responded to and the outcomes can lead to missed insights on how to improve your approaches.
How to Avoid:
Keep Records: Maintain a log of your HARO queries, responses, and any resultant media coverage. Analyze this data periodically to understand what works and refine your strategy accordingly.
Conclusion
By avoiding these common pitfalls in HARO, marketers and PR professionals can enhance their effectiveness on the platform. Tailoring responses, meeting deadlines, focusing on relevancy, and building journalist relationships are key to leveraging HARO successfully. Remember, each interaction is a potential stepping stone towards greater media visibility and brand recognition.