By now you’ve probably noticed a lot of your peers getting media mentions and attention. The “As Seen In” box is becoming more predominant on websites these days and it can help to establish trust and credibility with your visitors if you’re showcasing a variety of websites or publications in which you’ve contributed valuable content as an industry professional.
If you’re wondering where to get started with these media mentions, the easiest way to begin is with a website such as Help a Reporter Out or HARO. HARO is a website that provides you with access to free publicity and allows you to showcase your expertise in your respective field.
How to Get Started
Upon visiting the site, you’ll be asked to create an account as a source (or reporter, which can be a good option if you’re looking for sources for blog posts, e-books and other content). You’ll then have the option to pick the category your expertise falls under, which in your case will be Business & Finance.
Once signed-up, you’ll be in the HARO system and will begin to receive three e-mails a day with queries from various reporters, journalists, radio shows and websites looking for comments from an expert on a specific topic. The number of queries per e-mail ranges around ten to fifteen.
You can choose to respond to as many or as few as you’d like with your professional opinion and insight and, assuming the reporter is interested, you’ll then be quoted or used as a source in their article or story.
Strategize for Getting Quoted in the Media
With HARO, niching is as important as it is in your business (read: very important).
You’re going to be a bit inundated with queries and in your earnest to receive a media mention or two, you may feel compelled to respond to them all. Don’t do this.
Before responding to your first HARO query, take a step back and evaluate your business. Who is your target client? What niche are you working with?
Once you have that in mind, then circle back to the HARO queries and browse for any stories or articles that are aligned with your ideal client.
If you’re a planner working with Gen Y clients, it likely won’t make sense for you to respond to a query on Social Security Strategies for Divorcees. Be strategic and intentional with the time you’re spending here.
In addition, when you are responding, follow some of the below tips to increase your likelihood of getting quoted.
- Set a plan. Once you understand your niche and the types of posts you will respond to, set a limit on the number of queries you’ll respond to each week.
- When responding to queries, try to do so on the same day you receive the request. This will get you closer to the front of the line for responses and will make it easier for the reporter to use your comments.
- When crafting responses, do so in bullet point format and try to include at least three points with different ideas, thoughts, or recommendations.
- Try to keep each at 2-3 sentences each. This will allow for the reporter to pull your comments and drop them right into the article.
- Include your name, title, business, and niche when responding so reporters can verify your credentials and know you are an authority on this topic.
Remember, many individuals may respond to each query -- to make it more likely that a reporter will choose your quotes to use as one of his or her sources for the piece, make it as easy as possible for that reporter to use your response.
Don't Forget the Follow Up
Before responding to a query, make sure you’re signed up for Google Alerts or Talkwalker. Set alerts for key words such as your name, company name, and any other terms that are relevant to your niche or target client (i.e. Gen Y, Gen X, women attorneys, small business owners).
These alerts will notify you if and when an article that you responded to and were quoted in goes live by sending you an e-mail. (It also helps to source articles and content that may be helpful for you to share on social media, if you set up a variety of relevant keywords.)
Once you respond to a query, give it about 3 – 4 weeks for your comments to be used. If you don’t see you don’t see anything pop up within that time frame, then go back to the content and repurpose it! After all, you’ve taken the time to craft your opinions or comments on a topic that is already relevant to your niche, so why not ensure it’s utilized and drop it into an upcoming blog post?
Other Ways to Garner Quotes: The Pitch
Aside from using a website like HARO, you should also take time to establish relationships with reporters and other potential industry collaborators by leveraging social media.
You do have the option of reaching out to your connections directly and suggesting they use you as a source for an article, blog post, or other piece. If you do so, make sure you do it in the most authentic way possible. Below is a template to guide you in crafting your pitch to a media member:
Hi (editor / blog owner’s name),
I’m a fan of (insert company name) and all that you’re doing to (insert company mission). You’re developing a lot of great content to (Insert tie in of service, pitch, offering to mission), and because of that I think that sharing ongoing, relevant tips and information for this group would align with your goals.
As a (insert your credentials), I frequently write about (insert broad based topics of interest or targeted depending on the pitch you’re making). I'd love to contribute my expertise to this site and provide valuable resources and content for your readers.
Since we’ve been connected on (social media site), I wanted to send along the below three writing samples for your reference in case you find yourself in need of a resource or writer in the future.
(Note: if you’re not connected, insert an observational comment about a recent article you read from the site, or any other comments showing that you actually follow what this blog / website does).
- Link to writing samples here
- Be sure to break into separate lines and make easy to read
- Insert a hyperlink (don’t send along whole web address)
Please let me know if I can answer any questions or be of assistance. I hope to hear from you!
Hopefully, these ideas and actionable tips will help you start getting quoted in the media to increase exposure to your practice and increase your standing as an expert in your field.
About the Author: Mary Beth Storjohann is the founder of Workable Wealth, and on a mission to empower her generation to get on the right financial track by helping them to make smart, educated decisions with their money.