Every time I see the emails, I assume the gummy candy company HARIBO has decided to reach out to one of their most valuable customers. While I remain disappointed with their lack of communication, I still always rejoice at the viewing of a new email from “Help A Reporter Out.” For those of you not familiar with HARO, this social media service, founded by Peter Shankman, aids in bringing together the reporters and the sources. As the website proclaims, since HARO’s first introduction in 2008, it has brought together “nearly 30,000 reporters and bloggers, over 100,000 news sources and thousands of small businesses together to tell their stories, promote their brands and sell their products and services.” Best of all– HARO is free!
I was first introduced to HARO at my internship when I was told to subscribe via email. On my second day there, I was instructed to subscribe and keep tabs on the emails. Any possible stories relevant to our clients were to be noted and reported. As a small PR firm, the company didn’t have excess funds to spend on subscribing to an expensive source, such as HARO’s primary competitor PR Newswire’s ProfNet service.
Many similar small organizations have also taken advantage of this service. As Shankman says, “People– like real people, you know, mom-and-pop types– email me and say, ‘Thank you so much. I would never have been able to afford this kind of press.'” As HARO’s tagline perfectly states, “Everyone’s an expert at something,” and Shankman’s service brings them all together. We can all benefit from something the email has to offer– whether to promote a company, brand, or person, HARO connects the reporter and the source.
Within its first year, HARO’s subscribers grew from 3,000 to 40,000. With so many requests and so much interest, Shankman is forced to send out anywhere from 1 to 2 emails per day– each with a fun and interesting subject line.