The Five Rules of HARO
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The FIVE RULES OF HARO. Keep them as a sign upon thy hands.
1) You will get three emails a day, M-F, with reporter queries from reporters and outlets from all over the world. Scan the emails, and if you’re knowledgeable about any of the topics, answer the reporter directly.
2) Don’t SPAM reporters with off-topic pitches in response to their queries.
3) You MAY forward queries to friends, but DO NOT post them on blogs or anywhere on the web.
4) You’re not allowed to harvest the reporter email addresses in the HARO emails for any reason.
5) Be excellent to each other.
Violating any of the above rules is punishable by any of the following: An email, a warning, being banned from the list, and in extreme cases, being “outed” to the over 33,000 36,000 49,000 members of the list. HARO works on mutual trust and support. Don’t violate that.
That’s it. Don’t say you never saw them.
Any others you think should be on there? Leave them in the comments.
September 30th, 2008 at 5:44 pm
Aren’t we supposed to donate to a pet shelter if we have HARO success? That could be rule 6.
September 30th, 2008 at 6:01 pm
#6 Be grateful that this amazing service is free and appreciate all the work Peter does to make it all come together.
September 30th, 2008 at 6:06 pm
People are such asshats. Will retweet this.
September 30th, 2008 at 7:39 pm
I concur with Michelle. I’m retweeting this now.
September 30th, 2008 at 8:21 pm
How about a full page ad with photo in the NYT?
Or a cell phone strapped to the ear with my daughter babbling about her friends, activities, boys, etc. on the other end for 4 hours.
October 1st, 2008 at 3:35 am
I have removed my “I love Mom” tattoo and have inked these rules in their place. Pater, thanks for your work, your queries, your energy.
October 1st, 2008 at 4:46 am
6. When replying to a HARO query, please follow the reporter’s request. If they ask for something specific in the email subject line, put it in there. If they ask you to cut and paste information into an email (instead of sending an attachment), don’t send attachments.
7. If you send a reply and don’t hear anything in six hours, don’t send an email asking, “Just wondering if you’re interested in interviewing me/my expert for your story. I haven’t heard from you yet.” Be patient. HARO is an amazing service that nets reporters hundreds of email responses. It can be challenging to go through them–and respond to people–in a timely basis.
8. If you think you have a better angle for the reporter’s story, don’t reply and tell them that. Most likely this reporter has been assigned this story–or told to research a specific angle–and your telling him/her that the angle is all wrong and you know a better angle for the reporter to take will not endear you to this reporter. It will make that reporter want to avoid talking to your know-it-all self even more.
9. Read the query clearly and beyond the first line of the blurb. Most often if you take the time to read all the way through, you will find out what magazine (or a description of the kind of publication) this reporter is writing for, the specific angle and the details he/she is looking to cover in the story. Do not just hit “reply” after reading the one-line blurb at the top of the HARO dispatch.
I realize that the other responses above were more cheeky but since you asked, I’ve answered.
Leah
October 1st, 2008 at 6:08 am
I agree wholeheartedly to Leah’s #8 and 9 above! I would add:
#6: Don’t reply to a journalist and recommend they Google “such and such.” I know how to do my own research, thanks very much. I’m looking for experts, not a research assistant.
October 1st, 2008 at 8:02 am
Having used HARO as a journalist, I wholeheartedly second Leah’s post.
October 1st, 2008 at 11:08 am
There should be some rules for the reporters too. I pitched a story (on topic) to someone. Not only did they never reply to me about my pitch, but they added me to their e-mail list automatically. It’s someone who is trying to promote her own webinars. I suspect she’s using HARO as a list builder instead of using it for the right reasons. What a shame!!!
That being said, I am grateful for all your work, Peter, and that of your lovely assistant. You guys ROCK!!!
October 1st, 2008 at 11:35 am
Looks like people read this. I put out an inquiry this morning and all have been very high quality. Great service.
October 1st, 2008 at 12:51 pm
#10 or # 6B
Don’t respond by sending:
- just your telephone number - without a clue as to why I might want to call
and interview you
- your blog link - for me to read on my own and then search for the 10 words
that might relate to the question
or to say:
- “Ohhhhh - this is so me! But I don’t have time to talk to you now!”
because you are too busy / too important / whatever to stop and really
answer.
My two cents worth.
October 5th, 2008 at 8:47 am
I recently posted “How to be a Hero on HARO” a few weeks ago. Mostly geared to sources and experts, but I think it’s fun and pretty on the mark. I may have to add a few of your suggestions above, with permission, of course. View the eHow article here http://www.ehow.com/how_4517863_hero-haro.html
So glad you enjoyed it!
Peter: Still waiting for the tweaks
October 6th, 2008 at 4:41 pm
Thanks Peter for all the work you do. I greatly appreciate it and have had much success connecting with genuine people who are willing to help.
October 7th, 2008 at 9:33 pm
As someone with great HARO experiences (as a source and as a blogger looking for sources), I think there needs to be some just way to punish those idiots who use HARO in a way that violates the rules. For example, every Friday or every third Friday, those who have been warned, etc etc will be outed, resulting in _________. I think the justice should be non-violent, not hurt their business in a long term way. BUT the justice must be enough of a threat so that Peter S does not have to remind people not to be assholes every week. My own personal opinion is that a little bit of immaturity, they must write “I won’t be an asshat 500 times” in public. Sorry. Catholic school. Any ideas?
October 13th, 2008 at 3:06 am
I took inspiration from the response #1 regarding donating to a pet shelter … Went to the local RSPCA and rescued a brace of pups that would have been destined for the ‘big needle’. Got a cross poodle/maltese (OK, not a very ‘butch’ kinda dawg - but mein frau Pam is exceedingly pleased - maybe I’m good for another couple of months) Named him Mr Godfrey Norton - and what was descibed to me as a cross Irish wolfhound/damnedifIknow……….she has actually turned out to be a cross wombat/rat. - Named her Miss Irene Adler. Any Sherlock Holmes fan will see the irony in this as both of these two have been de-sexed.
So the message hee is Yes, lets make this rule number 6 ‘To not only donate to a pet shelter but to actually save an animal’s life.’ - It can be eggs treemlee gratifying.
October 13th, 2008 at 4:43 am
Great points.
A couple more:
1. Never send attachments - instead send a link to a photo or more info
2. Don’t respond if you can “kinda fit” into the story - usually you are deluding yourself and wasting the reporter’s time
3. Always respond immediately, even if the deadline is far away, as reporters may get responses in quickly and stop accepting responses
I also have a list at my blog - http://zfpr.com/blog/wordpress.....ter-query/
October 13th, 2008 at 4:57 am
Some very good comments above. We’re beginning to use HARO more and more to source experts, and Peter’s fifth rule is really important. In the context of dealing with a busy journalist at a lean media outlet (as most are) that would mean …
>> Don’t over-communicate in your pitch email.
>> Avoid hyperbole - everyone says they’re a “guru”
>> Give evidence “I worked for Clinton as XYZ” or “I’ve published a bestseller on ABC”
>> Please please please follow any instructions/directions
If you’ve recently sent your details in regarding one of our previous HARO posts, you’ll be hearing from us early this week.
October 24th, 2008 at 10:59 am
Love this brilliant service, and thank you for being a visible example of helping others without demanding a profit because you can and its the right thing to do. I already emergency foster dogs rescued from destruction at the eleventh hour from my local city animal services department, but will share your name and site with others to continue the good karma
October 27th, 2008 at 9:46 am
I can’t say enough good things about Peter and this HARO service. I’ve been so giddy about it, I wrote a fun ode to Peter on my blog a few weeks ago: Sorry honey … I’m in love with a skydiver (http://tinyurl.com/3rw5yl). *Huge* HARO fan
Mayra
October 27th, 2008 at 9:56 am
Thanks Peter for the incredible amount of work you put into this!
October 27th, 2008 at 10:09 am
9A) When responding to a post, not only should you read beyond the first line for subject matter, but also for GEOGRAPHICAL relevance — many posted specify “Seattle only” or “NY Metro only”…
November 11th, 2008 at 6:36 am
I use HARO for both product placement (my PR hat) and for research for articles (my writer hat). Kudos to Peter, who makes my life so much easier.
November 11th, 2008 at 3:48 pm
When I read the queries, I often think, “Wow, I want to read that article!” forgetting that it hasn’t yet been written. I wish there was an archive of HARO-midwifed articles.
November 12th, 2008 at 8:14 am
HARO was recommended to me by an editor at my publishing company. I absolutely LOVE it. So helpful and Peter’s notes entertain me! I feel so “in the loop!”
November 18th, 2008 at 8:22 am
Hey, there Peter. I posted a comment way back when (it’s #7 above), when you first created the 5 rules of HARO. I decided to post again today because of your message about banning folks for suggesting a sidebar and your considering that to be an off-topic pitch.
Even though my suggestions above recommended not telling a reporter a NEW angle for the story, I don’t believe that suggesting an option for a sidebar is a ban-able offense. Here’s why.
I can’t tell you how many times a PR person, with some kick-ass stats or an interesting profile in a press kit, has helped me to pitch a box or sidebar to my story–something I wouldn’t have come up with as easily on my own. Editors love it when freelancers can present complete packages with their ideas, which is where sidebar help comes in. Plus, as a writer with a blog, I’ve often been inspired to include additional information on a topic I’m covering, because of a sidebar-like suggestion from a PR person.
So as a freelance writer who worships at the altar of Peter Shankman, I ask that you reconsider your damnation of those who respond to a HARO query by suggesting a sidebar. I know it doesn’t offend me. Maybe I’m in the minority of freelance writers, but I just had to speak my mind. Thanks.
Leah
December 1st, 2008 at 10:54 am
As someone new to HARO, and awed by the Peter Shankman world-tour, I appreciate all the suggestions regarding proper pitches, time considerations and need for tact. Thank you to everyone that contributes to making HARO an uncompromised resource. SLM-
December 5th, 2008 at 11:33 pm
[...] join the ranks of 36,000 savvy others, do yourself a big favor and familiarize yourself with the rules. Such as: Do not spam reporters. Do not harvest reporters’ email addresses and add them to [...]
December 15th, 2008 at 4:09 am
Peter,
Brilliant service, thank you, the rules are fair and appreciated!
December 15th, 2008 at 6:55 am
I recently wrote to Peter directly about some my concerns, but second a few of these opinions. I am a freelancer and author who uses HARO a lot (and recently told a few Canadian sources they need to be on it as well). When it works, it’s amazing. But when someone says “I’m great…call me! I’m really busy. Keep trying” they are wasting my time by making me even read their reply. Be readily available! Really annoying — if you volunteer to answer a reporter’s request that person is on deadline, may be sifting through 100s of replies and can’t be chasing you down.
Remember that if someone is freelance and writing for a magazine, don’t assume you can get back to them more slowly, as their deadline can be just as tight as someone from a major daily, as we all juggle so many stories at once.
DO NOT keep emailing me long helpful emails (i.e. these are interviews, OK? You are on the record) — then suddenly demand to see my clips and other proof of my credentials. Google me, visit my website, decide I’m legit — then hit reply.
I agree with Leah; suggesting ideas for sidebars is fine with me, too,
But sending me unrequested pitches from regions and issues I do not cover is a blatant and repeated abuse of this cool system — it has happened to me multiple times.
Thanks, Peter!!
Caitlin
December 15th, 2008 at 8:42 am
I would add you get one “oops” for those of us who have just come aboard. I confess I did reply with a thought of a different angle. Sorry, will be more cautious next time.
Thanks for being flexible, Sharon
December 16th, 2008 at 4:25 pm
OK, just thought of two more rules that I would add to the already expanded list.
#10 Do not reply if you/your source is not available within the reporter’s timeline/deadline period. I can’t tell you how frustrating it is to be on deadline, need someone fast (thanks, Peter, for tweeting those last-minute requests), have a great source/PR person respond, only to discover that the person really isn’t available to speak with me when I need to speak with that someone. Better yet, check FIRST with your source/client before responding.
Also, if someone is on a tight deadline and you can’t do a phoner, offering to help the writer out via an email Q&A is a great Plan B.
Thanks for reading!
Leah
December 29th, 2008 at 4:27 am
As someone who’s worked for newspapers and magazines (production not editorial)
Don’t call to complain about how your picture was cropped to the editor who gave you free publicity.
If there’s a mistake in the article, send a big thank you for running the story and gently input the correction to the story.
Suzanne in CT
December 29th, 2008 at 4:28 am
One more thought I haven’t seen:
Don’t pitch HARO to get great stories and anecdotes to flesh out your story, and then decide to simply use the stories without crediting the expert/author who helped you with great stuff on deadline.
This happened to me recently when I helped a columnist with some fantastic stories from my client files, and made it clear that I was obviously doing it in exchange for being mentioned as the expert or author. The columnist instantly started to hedge about citing his source, saying that “editors always cut stuff like that.”
So we should all remember that this is a quid pro quo that works when people behave with integrity on both sides of the equation. I’ve been a reporter AND a source, and it’s not fair to take advantage of either side.
December 29th, 2008 at 4:31 am
Oh,
Don’t call repeatedly asking when your story will run in newspaper, human interest stories get bumped for more immediate news. To do so means you’ll take free publicity but not bother to buy their newspaper/magazine etc.
editors are very busy people, they run on caffeine.
Suzanne in CT (again)
December 29th, 2008 at 9:12 am
SIDEBAR PITCHES:
If you’re going to pitch a sidebar idea, warn the reporter in your subject line. If they have the time or need to consider a sidebar they can read it. If not then not.
If you also have a truly on-topic pitch, do it in a separate email.
January 6th, 2009 at 12:01 pm
With respect to original rules #2 & #4, and comment #24 from Mike Van Horn:
Is there a problem with writing to a reporter and saying something like: “Hey, I read your query on HARO and that story sounds interesting, send me a link/email/whatever when it is published”.
I would think that would be a good thing. It shows interest in the topic and the possible development of a following for the reporter, the topic, and the site on which it will appear. That in turn could lead to follow up articles, interviews, whatever. But as I read the rules, this would violate both rules #2 & #4. Can we get some clarity / relief on this matter?
February 2nd, 2009 at 9:44 am
Guess the summary of many of the comments could be HARO: Help A Reporter Out, not WART: Waste A Reporter’s Time. (And, of course, be excellent to each other!)
February 25th, 2009 at 12:07 am
[...] media relations, be sure to signup for HARO’s daily email alerts. Just remember to follow the five rules of HARO, or you might be kicked out of the pitch [...]
February 25th, 2009 at 1:52 pm
I would like to see more info. in some of the queries.
Please include the name of your publication, radio show, blog, etc. If it’s not there, I’m going to email you to find out before I put you in touch with any experts I know. I need to know it’s a legitimate query.
Some queries don’t sepcify what to include in the reply. Do you want a bio and contact info. to interview the expert? Do you want the expert to reply with comments to the initial query? For example, a query could say, “Please answer the questions below and provide your name, title, company and phone number.” This additional information would be helpful.
Oh, I’ve volunteered and donated to several pet rescues over the years:)
Thanks HARO.
March 2nd, 2009 at 11:46 am
I am aways happy to assist a reporter or writer on a topic that I have knowledge of. And I understand that there have to be some basic rules, but if you get too carried away with a strict structure, I will not want to participate. Why should I get blasted because I was providing some meat for the writter’s skelton? Let the writer judge the relevance of the information. For every reporter or author their can be a different set of rules. Thanks to Peter for making this happen.
March 3rd, 2009 at 3:46 pm
[...] What are the five rules of HARO? A) They are here - Do try and take them seriously. If you post queries on your blog, I’ll ask you to take them [...]
March 5th, 2009 at 1:28 pm
I feel as though I’m sitting in the editor’s desk reading tomorrow’s stories, which, of course, I am. A great community for those of us who have insights to share, stories to tell.
March 5th, 2009 at 1:41 pm
It would be nice if the reporters/freelancers, etc. could spare 30 seconds to thank people who send them leads or good sources for the information they request.
March 5th, 2009 at 3:47 pm
# 99 Don’t put a query in HARO, saying there are no geographic requirements, then slam respondents who live outside the US for responding
The Internet exists outside the US borders. Has for quite a while.
March 5th, 2009 at 5:17 pm
I’d like to add to Kim’s comments (40) that the more information you can give me as a PR person, the better I can respond to your query, the closer I can target what I have to offer to your needs or decide that your query isn’t right for my client. One very special request… please, if you write for a publication that requires purchase of advertising or the submission of a vendor list in order for a company to be included in a story, disclose that.
March 5th, 2009 at 6:05 pm
I think this is an excellent service for both sides of the equation. I would point out that reporters should also know that credible experts would like to know more about the interview, specifically, the pub/show, etc. “Anonymous” queries sound questionable. There needs to be some trust on both sides. I want my expert sources to feel informed and appreciated for their time, too. My job is to look out for their best interests and maintain credibility with the media for providing excellent sources.
March 5th, 2009 at 11:21 pm
[...] The Five Rules of HARO [...]
March 6th, 2009 at 8:55 am
I agree with Sonali Chapron’s comment about responsible “journalists”. I some how got on the mailing list for a few newsletters and blogs that I am in no way interested in.
So, rule #6 would be that reporters, or “source seekers” cannot harvest emails either.
March 6th, 2009 at 9:15 am
To Henry (#44) et al:
I do try to send a quick thank you when someone has sent me an email with information that I may or may not use for my story. I can’t always get around to doing this when I’m in the middle of writing the story. However, once the story is over and I’m cleaning out my inbox of emails I no longer need, that’s when I’ll usually try to send something out.
The only time I don’t send a “thanks but no thanks”, to be honest with you, is when someone sends me an email that says, roughly, “I’ve got a great expert. Call me” and that’s it. Or when HARO so totally rocks that I get 100+ responses (it’s happened), and time just doesn’t permit me to get back to everyone individually.
Hope this makes sense from your end.
Leah
March 6th, 2009 at 12:50 pm
Leah,
You make perfect sense. I don’t expect a thank you — I am doing my job — but it’s always nice to get one and does help build working relationships. I do appreciate a “thanks but no thanks” as that tells me I need to move on and do some more research to find a good fit for my client. However, if you responded to anyone who says “I’ve got a great expert. Call me.” you’re just setting yourself up for similarly ambiguous pitches in the future and I realize you just don’t have time for that. It’s my job to pitch in a way that clearly let you know what my client has to offer. I’m confident that as long as your request has the detail I need to determine if it’s something I can help you out with then that the process will work for both of us.
Ruth
March 25th, 2009 at 11:20 pm
Missed you in Michigan -
About to keynote the Michigan Governor’s Conference on Travel and
Tourism. Since it’s Monday, I encourage you to read the Five Rules
of HARO, http://shankman.com/the-five-rules-of-haro/ and the HARO
FAQ - http://shankman.com/haro-master-faq/
hope you gave my best to Jenny G
May 11th, 2009 at 11:39 am
After having read a few weeks of HARO, I see a disparity in the quality of the queries. Some are unclear as to who they need, what they need, and when they need it. Maybe there could be more guidance in the posting form, to remind us writers what details to put in.
I do think if a writer isn’t going to send thanks-but-no-thanks in a timely manner, at least they should state upfront that if you haven’t heard from me by a specific day and time, move on.
May 14th, 2009 at 7:09 am
From the perspective of a source, that the writers rely upon to create stories:
It would be courteous of the writer to notify the source as to when the article, piece, or book will publish or air. In my own experience I receive a reply from a writer responding to my query raving about the detail I provided and how thankful she was to have the content for the story… I replied with a thank you and simply asked if she could send me an email when the book publishes. I heard nary a word back and two months later sent another request once again receiving no reply. I have no idea of where or when if my information was utilized. For the record, this was not related to my business and I wasn’t looking for free publicity. Rarely, and perhaps only a couple time since I’ve belonged to this valuable resource have the subject queries request my area of expertise. I have been published and featured on tuxedos and formalwear, but only once through HARO.
I also agree with Mike Van Horn in entry, I’m often intrigued as to when the article will run as many sound very interesting and I would love to read their stories.
May 14th, 2009 at 5:02 pm
HARO is both a blessing and a curse when you use it like I do to find sources for a story. It’s a blessing because it helps you to find terrific people to interview, but it’s also a curse because there are times when I get HUNDREDS of emails in response to a query. I am not exaggerating–literally hundreds of emails pouring into my inbox, often within minutes of a HARO dispatch going out.
When I’m faced with all of these people to respond to, I try to send an email to nearly everyone who emails me, either with a “thanks, I’ll be in touch if I’m interested” message or something such. I say “nearly” everyone because if I get a response that is so clearly not appropriate for my query, I just delete it. Or, if I’ve asked people to put a certain subject line with their email, so I can organize the responses with a filter–and someone doesn’t use the requested subject line and their email ends up somewhere else–I can’t spend the time chasing down those errant messages.
Then, when my story is written and I’m done with my research, I will try to send everyone an email letting them know that I either a) could not use their information or b) used their information, which appeared in the draft I submitted but that I have no control over whether or not the editor keeps it in. If I know when the story will be appearing, I try to include that in my follow up email.
As you can imagine when I’ve received hundreds of emails in response to a query, getting back to everyone can be quite time consuming. Again, if I’ve asked for a specific subject line to keep things organized and people ignore that, I can’t always send a reply. When I do, though, I’ll write a generic reply and just cut and paste it into my email, just so someone hears something from me.
Leah
May 27th, 2009 at 12:07 pm
Hey didn’t So-Crates say that?
Yours in excellence,
Peter the elf.
June 8th, 2009 at 4:22 pm
I’d like to add a couple of guidelines for the reporters, also:
– Reporters are busy (we’ll all busy!) but acknowledgment of people offering to help you for free wouldn’t be a bad thing.
– Reporters should make it clear that if they use your material, you will receive attribution.
mvh
June 12th, 2009 at 7:02 am
What about the ads Peter writes at the beginning of each email? Can we blog about and copy them?!
Now I only read the ads - it’s a quick way to learn about new sites or services. I like that the brief summaries that are not full of hype but give good information. The companies themselves should blog about the writeups.
-Janet
June 19th, 2009 at 12:51 pm
Glad to be back on the list!!!!
June 20th, 2009 at 9:11 pm
Mike VH thanks for backing me up on my opinion.
Even if reporters sent an auto-reply at first that acknowledges the receipt of our email I would that warm and fuzzy feeling. The writer may certainly include an explaination of their protocol, as Leah stated, but hopefully more concise and appreciative. If a person read the scenario I shared, there is no excuse for applauding my contribution…and then not having the courtesy to reply to a follow up, that I couldn’t made an easier then by replying to her very same email asking of the status
June 23rd, 2009 at 1:42 am
Thanks Peter for doing this.
As a former international journalist turned award winning independent filmmaker and now transforming into socialmedia changemaker i salute you for a simply amazing endeavour.
And yes, i read the enite page here 1-60 and thank you all for your input.
Very rewarding.
Erez, Vancouver, BC