Peter Shankman’s service Help a Reporter Out (HARO) has revolutionized the way publicists and PR practitioners find and respond to reporters’ queries. Based on the premise that “everyone’s an expert at something,” the thrice-daily free email service delivers dozens of queries to a subscriber’s inbox every day. All you have to do is sign up, check your email, and scroll.
But such services have also given any and everyone with an email address access to media contacts. As an advocate of free services, I believe the democratization of media relations is great. But as a former reporter, I know that in the wrong hands, such power can be potentially hazardous.
Dealing with the media requires a certain brand of etiquette, and that may escape an artist or small business doing its own PR. And that’s completely understandable. That’s why there are professionals that do this sort of thing. 
I recently caught up with Jennifer Thomas, a Florida-based travel columnist and editor of an online travel magazine. She regularly posts queries on HARO. Should you ever find yourself responding to a posted query, here are 6 tips from Jennifer on how to respond:
1.PITCH ON TOPIC. I know this sounds obvious, but you’d be surprised how often I receive pitches that have zero to do with my query.
2. ANSWER ANY QUESTIONS POSED IN THE QUERY. Please do not say “I have an expert for you, click here,” or “I wrote about this, visit my blog at X”. I want to hear what you have to say about the query and how you think you or your expert fits in. Do not make me work for it. There are too many people responding to posted queries, so those who actually take time to provide relevant information will likely receive follow up questions or be included in the article.
3.MEET THE DEADLINE. If a deadline is included in the query, please, please, please, respond in a timely fashion. Just today, I am still receiving pitches responding to a specific query from 6 days ago. The article has already been written. If by chance you or your client fit perfectly into a story, then start off by saying “I know your posted deadline has passed, but I have a great source for you. I’ve included specific content below in case you might still be working on the article. If not, I appreciate you considering this client for any future article opportunities.”
4. PROVIDE THE WEB SITE FOR MORE INFORMATION. You’d be surprised how many pitches I receive, particularly for consumer products, that do not include the Web site. I then have to ask for the Web site, which could be a huge delay if the client contact is not immediately available, or I do a search on my own for the appropriate Web site and it may or may not be the right one the client/source wants me to include.
5. USE CONTACT INFO WISELY. I don’t mind being added to press lists for additional press releases or unsolicited pitches personally. Often this received proactive content might spark a story idea for me. So, bring it on. As a general rule though, only pitch me 2x a month per client unless you have a brand like Oprah.
6. KEEP FOLLOW-UP QUESTIONS TO A MINIMUM. If I’m working with you/your client on a story and it is evident that I am including your information, please keep follow up to a minimum. I personally do alert my sources when an article has posted, but that’s not needed…it’s just polite on my behalf. That’s what Google alerts and the pr firm’s searching is for. I ignore the continuous “do you know when it’ll be posted” or “what is your circulation” type questions. Reduce the back and forth please…I am on deadline!!
Very good and a wise post! Thank you for sharing.
Thanks, Robin. But I can’t take credit for the wisdom. That’s all Jennifer!
I also post queries on HARO and wish more people would act like this! Thanks for adding to the HARO toolbox.
Wow. I’m patting myself on the back right now! I’m just a personal blogger, but I’m being featured in an article in Glamour in April thanks to HARO – and I followed all of these steps. You would THINK that these were just common sense!!
Good to know I’m doing the right things. And doing the right thing on HARO has earned placements for our doctors and exec staff in March GLAMOUR, April ESSENCE, several issues of FAMLY DOCTOR Mag, WEBMD, iPARENTING.com, etc.
But, because the experts I pitch are medical doctors, I can’t always answer questions in the query — I am not licensed to give medical advice! So, it’s sometime a necessity for me to pitch the expert who can answer the question. And so far, it’s been working!
Thanks Peter and HARO!
Good to know I am doing the right thing! And doing the right hing on HARO has earned placements for our physicians and staff in March GLAMOUR, April ESSENCE, several issues of FAMILY DOCTOR Mag, WebMD, iParenting, Diabetic Living, etc.
However, because the experts I pitch are medical doctors, I can’t always answer any questions in the query personally – I am not licensed to give medical advice! So, I pitch the expert who can answer the question and so far, it has been working!
Thank you, Peter and thank you HARO!
Very well said. As someone who has experienced wonderful successes using HARO for my clients, I echo these tips.
The most important is don’t make the journalist work for the information. Provide it succinctly and to the point.
Recently a journalist wrote to me, “I was thinking that the best HARO responses are just like this — I get so many of “Oh you absolutely must interview so and so and I can arrange it” and I have no idea if it’s worth my time, or given the responses like yours I get I don’t need to go on a fishing expedition for more interviews. So if no one has told you today you’re doing a good job, I will. Good job!”
Peter Shankman is a genius for starting HARO and I thank each and every journalist for using it and allowing us this wonderful way to respond!
WOW! I was almost afraid to read the tips. Thinking; I am such a small town amateur but… thankfully I follow all the tips already. I am also scared of Peter
Afraid if I accidentally pitch incorrectly he will call me out to thousands.
I like it! I am also relieved to see that my coworkers and I are answering requests the way reporters like em’!
Thanks for the post. Most veteran publicists know the proper etiquette for responding to their media contacts, and so I was a little concerned with how HARO would maintain value, if some zealous greenies mishandled this great service(i.e, pitching outside of what’s asked and spamming.) I am so glad that you wrote this article. I will refer it to anyone who comes to me asking me about HARO. This service is wonderful and I don’t want it to end. Thanks, now you are Helping a Publicist Out!
Great post, and very handy tips for the moderately uninitiated- like myself. I am the artist sans active PR person on call, for the time being, and this is a post taken to heart.
Much appreciated! Cheers, M.
All great points – all comes down to being responsive and respectful of reporters’ time!
Inga
As a magazine writer who’s used HARO to find sources, I agree with all the tips in your post. However, I’m a bit hesitant about tip 5, I guess.
I don’t mind being added to press lists based on a query I make in HARO, but it has to be on target with what I write about. Resist sending stuff about, say, mascara or pet products to someone with an entirely different niche or focus (mine is health and fitness).
As the subhead for tip 5 says, “Use Contact Info Wisely.”
Thanks for the post!
This is excellent advice. Regarding point number 6 – it would be helpful to know in advance who the audience is. Thank you!
I try and follow all the tips above other than one.
While I know reporters are on deadline all the time – it’s what you get paid for.
Publicists or media relations specialists get paid for their results. It should not be too much trouble to quickly answer an email or provide a link when a story is published in which my client participated and on which I worked with a reporter/editor/producer. The system should be a solid and rewarding symbiosis when done well – you need stories and experts – we have stories and experts. So if we do some of your background and provide what you need – it seems unfair to ignore us immediately and move on. For you perhaps it’s just one story – for us it’s our clients business. So.. while I understand – I still have more respect for the many journalists I’ve worked with who are kind enough to send me the link or tell me when the story is published or aired. Great symbiosis
And I work hard to be smart in pitching them and providing everything they might need to do their job well. Thanks for HARO. It’s a good service for everyone.
-Barbara Pflughaupt
http://www.bpmediareltions.com
Good advice. As a writer who occasionally uses HARO,I completely agree with these tips. Thanks for publishing this.
I just registered with HARO yesterday and am looking forward to finding some applicable queries to pitch to. This newbie appreciates your great advice- thanks much!