I had the opportunity to use HelpAReportOut.com (HARO) for the first time the other day – not as a PR professional, but as a contributing writer working on a special report for a popular online marketing publication.

The experience from the ‘other side’ was eye opening. I received literally dozens of requests – so many it was difficult to read through every one.

I submitted my HARO request for a piece I’m doing on Twitter success stories. In my submission, I asked for examples of businesses using Twitter to further one or more business objectives. I asked for examples across different business models and different industries. I let it fly.

I received a total of more than 60 responses, and they still keep coming in. Having been on both sides of HARO now, I thought I’d share some tips for using the service more effectively.

1. Be as crisp as possible – I was much more apt to read those responses that cut to the chase of what I was looking for, rather than rambling responses. PR pros understand this pretty well, but small business owners may need a reminder.
2. Be compelling – Reporters want big names and/or innovative pitches and case studies. If you even think your pitch may not be a good fit, it’s not. If you have a big name client, put that in the subject line or high up in your e-mail. Microsoft was one that certainly caught my eye.
3. Offer any ROI or results data you have up front – This makes it much easier on the reporter or blogger to target your entry as something they can use.
4. Get in early, or get in late – To get noticed, it helps to be either among the first entries, or among the last – the ones in the middle tend to get muddled and lost. Also, it’s important to realize you are not the only one submitting a great idea.
5. Don’t be afraid to follow up – You’ve put in a lot of work. If you don’t get a response and you think you have a good case study or story, don’t be afraid to follow up.

As for the people who are posting requests on HARO – I offer this: Be as incredibly specific as possible. I thought I was, but could have been a more specific about innovation and ROI. That said, I did receive many great responses and I am thankful for everyone – long or short, rambling or not — who made the effort to respond.

Are you a HARO user? How are you getting the most of the service?

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