style.

ProfNet Changes the Media-Relations Game



Today, more and more reporters locate expert sources through

two services: ProfNet and, lately,

“HARO.”

Any reporter looking for a source can send in an inquiry—on

virtually any subject—to either or both of these services. Inquiries are

emailed to all subscribers. Anyone who

has a relevant expert can write back.

ProfNet and HARO are competitive. The key to success: craft a brief pitch that will convince the

reporter that you have one of the very best sources available. Your pitch should be to the point and briefly

cover the expert’s qualifications. Write

as much as you need to make your case, but no more. Be concise.

The reporter might write back right away. Or days may go by, and just when you’ve

decided the journalist chose someone else, you get an email in your

in-box. Or you might get no response at

all.

These services do work.

And once you’ve established a new relationship with a journalist, you

can go back to that individual.

If you’re serious about getting publicity, you or your PR

consultant should subscribe to ProfNet.

It’s a good idea to subscribe to HARO too—a free service

that stands for “Help a Reporter Out.” As a paid service, ProfNet is better

organized. It gives you the option of limiting

inquiries to subjects that are relevant to your organization. With the more informal, funky HARO, it’s all

or nothing. But since the cost is also

nothing, there’s no reason not to get it.

The traditional way of playing the media-relations game—cultivating

reporters and editors—is still a game worth playing, but it’s not the only game

in town anymore. Cast your media net

wider with ProfNet and HARO.

Author:.

Henry Stimpson, APR, is a public relations professional, writer and communicator with a 30-year record of getting results for clients in financial services, professional services, insurance, law, high-tech, healthcare, medical devices and other industries.  

He founded Stimpson Communications - http://www.stimpsoncommunications.com - in 1984.  The firm’s clients have been covered in The New York Times, Forbes, The Wall Street Journal, BusinessWeek, The Boston Glo...

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