How To Get Mentioned on Major Websites & Media in 5 Easy Steps

Every industry has outcomes that seem like tricks or secrets to outsiders. But for industry insiders, those outcomes are just business as usual.

In public relations and marketing, that outcome is getting mentioned on a major website, on TV, radio, etc. How does that happen?

To start, journalists, editors, and producers need sources to add “color”, “stories”, and “voices” to emotionally connect the audience to the story.

And on a deadline, sources are hard to get, especially if you are crafting a story where you have no pre-existing relationships or contacts.

So where can you get a ton of sources quickly? The Internet!

But the Internet is messy, especially social media like Twitter DMs, etc. So how about an Internet source with standardized formatting that will bring sources to you with no friction or work? That’s where HARO comes in.

HARO (aka Help A Reporter Out) is a service run by Cision (the largest provider of public relations software) where reporters can submit a request for a source. The requests go out in batches throughout the day. Potential sources can respond via email to those requests and get mentioned in major publications.

So who are these sources? ANYONE.

Anyone can sign up for HARO. If you are human, you have an interesting perspective that can help reporters out and give you (or your company) a bit of publicity.

1. Sign up for HARO as a Source

Head over to HARO, read the rules, and sign up for the requests that you want to receive. You’ll get an activation email. And then you’ll receive the next edition.

2. Read the Requests for Directions

The reason that HARO works is that reporters are supposed to include exactly who and what they are looking for. Be sure to follow instructions carefully or else you’ll get reported and booted off the service.

3. Respond To a Request!

The only way to learn is to try. When you have found a request that you’d be a fit for, respond via email to the address listed. Follow the directions carefully.

Your job as a source is to make the reporter’s job as easy as possible. Remember, they are on a deadline, so they don’t want back and forth. They want the request filled.

And do note that not all requests require experience or a credential!

4. Be Quick With a Follow-up

Once you’ve responded, you’ll need to be very fast if they need any additional information such as a headshot, URL, more color, background, etc.

5. Be Thankful & Helpful After

If you are chosen as a source, be sure to thank the reporter. Make sure they know that you are always available as a source on this topic. Offer to share & promote their story on your social media.

And that’s it! There’s really no magic, tricks, or hacks. It’s just being in the right channel at the right time. HARO is an amazing place, especially for business owners with highly certified credentials in complex fields (IT, nutrition, legal, etc) and can be an excellent opportunity for anyone trying to get publicity…but doesn’t have the cash for a Cision account or the social media wherewithal to track down reporters.

HARO Risks & Issues

HARO is not some secret, magic bullet that will instantly connect you to reporters who will shout your story to the world. It’s a grind with a lot of tradeoffs.

You Do Not Control The Story

Reporters send out their query…and sometimes do not tell you what they are writing about. The just specify their query. When you send in your quote, you do not know what publication or what article you will be used in.

In fact, many reporters work for different outlets. So they might send the query from ABC…and you’ll get quoted in Disney Kids or something random.

You Do Not Own Your Quote

Your quote is to add “color” to the article. That means that your quote can and will be edited to fit the needs of the story. Sometimes you will be asked and sometimes not. You have to be OK with that.

If You Are Doing 3rd Party Outreach, You Must Be Extra Clear About Who Gets Credit

Reporters on HARO don’t really like emailing a middleman. But it’s inevitable since not all sources are going to scan a million requests at 6am. That’s why they pay a PR firm. But if you are getting publicity for a company, you have to clarify the source and the “media contact.” I have messed this up so many times.

You Might Not Get Amazing Credit

In an ideal world, the reporter would spell your name right and link to your website. They won’t. That’s how it happens. You can follow-up for a fix, but don’t spend too much time on it.

HARO Is a Numbers Game

You’ll get a follow-up on about 20% of your (good) pitches. And of those, you’ll get chosen as a source on about 20% to 50% of those follow-ups. So either way, you’ll need to respond to 50+ before getting any results. And honestly, you need to do 100+ before you can decide if HARO is worthwhile. It’s a real grind.

HARO Is Full of Pros and Scammers + Pro Scammers

There is a lot of money on the line in PR. There are companies who spend all their time creating entirely fake persons with fake credentials and fake back stories (and fake LinkedIn profiles!)…just to land a mention on HARO. It’s cut throat competition. So, that’s the company you’re in…and you have to be able to look past that and do your job (getting publicity for your clients).

Final Thoughts

Like everything on the Internet, HARO is a tool. It’s amazing and weird at the same time. It’s a ton of work and luck. But, it’s still better than the gatekeeper system we had 20 years ago. And if you are someone with a small business fighting for any publicity, HARO might be a good option. Give it a try! There’s no downside or costs.