If you want to get quoted in financial media, helpareporter.com (HARO) can be a fantastic way to land attention. Journalists like myself regularly use this tool to find quality sources for magazines, newspapers, and online articles.
As a potential source, you just set up an account and reply to the many queries from top publications looking for quotes. The process is easy. Too easy. Whenever I set up a query, I usually get over 20 replies. For top publications like Forbes and Kiplinger, I regularly get over 100.
How can your business stand out to get this valuable media attention? Sources who follow these strategies are much more likely to get replies.
Stick to what you know
HARO posts have categories and quote requirements. Reply only if you fit the criteria. So, for example, if I put up a post looking for an investment expert, I probably won’t end up quoting a life coach, a plumber, or someone selling diet pills. But they still try and probably reply to every single query. HARO is a numbers game, but I’ve never responded to one of these mass spam messages after six years of using the platform.
You can get creative if your background fits the story. For example, I was writing a story on financial statements for small business owners and wanted to speak with a tax expert. Someone who owned a roofing company replied, saying he was a former accountant. Perfect fit. The diet pill company didn’t make the cut, though.
Answer the question, don’t just spam your bio
When I put up a query, I list the article title and a basic outline of what I’m looking for. Some people reply and only send their bio. Others go a little further and provide some excellent starting ideas. I’ve quoted people in articles before using their HARO replies; no interview was necessary.
I understand that answering the question takes more work, and you might not have time to do this every time. But I recommend making the extra effort if a story looks like a great fit. Quality, not quantity, wins out on HARO.
Follow the instructions
HARO media queries have a requirement box along with instructions. For example, sometimes, I only want to collect quotes by email. For others, I’d like to set up a phone call. I make this clear, yet frequently people will reply to email posts asking if we can talk on the phone, while on email posts, they say they are traveling and have no time for a call. It’s frustrating for the journalist and tanks opportunities. Pay attention to the query deadline, the interview requirements, and any other rules to get to the top of the list.
Consider your reply timing
HARO posts go up throughout the day and have a deadline for submitting replies. For posts that have over 100+ replies, I don’t get to all of them. I personally pay more attention to those that come in either right after I’ve posted because I’m eager to get started or at the very end, as they are at the top of my inbox.
Follow up
If you felt like a perfect match for a story and the reporter listed their contact info, send them a reminder email a few days after the query deadline. It’ll get their attention after the HARO reply swarm dies down. I’ve gotten delayed on stories and sat on replies for a week or longer. I’ll at least check their post when someone sends me a follow-up email, and I still need a source. No guarantee you’ll get a reply, but it’s another low-effort way to get more attention. Journalists are used to getting emails from possible sources daily anyway. You aren’t being too pushy.
Build media relationships
HARO is a great way to get your foot in the door, but it still takes a lot of work. If journalist picks you and your company for a story, make the most of the opportunity: Be on time for the interview, give quality quotes, and stay available for follow-up questions and fact-checking.
I remember high-quality sources and work with them regularly—some I’ve been using over and over for years. So, if you’ve worked with a journalist before, stay in touch and contact them occasionally.
Like any system, HARO isn’t guaranteed to work. But if you follow these strategies and put in the effort, you give yourself the best chance of being quoted. As you build your media presence, you’ll soon have financial publications lining up to quote you and not vice versa.
