5 Tools to Land Media Mentions (and Links)
Do you sometimes wonder where does your client’s competition get all that media love from?
Did you ever have to explain to them why their business isn’t featured as often?
Media mentions are a great way to promote a brand, build authority and raise expert status. And hell, they send great quality links too.
But it’s getting harder and harder to break through the noise of everyone trying to get the media’s attention.
In this article I’ll show you 5 tools that will help you land media mentions and build links for your clients.
Help a Reporter Out (HARO) is by far the most popular service offering a chance for free publicity. HARO does it by connecting journalists and bloggers with expert sources.
Once you sign up and choose topics you would like to contribute to, HARO will deliver media queries in a digest email three times a day.
You can pick a story you want to contribute to and submit your response. If you are picked up, you’ll get further interviewed for the story.
I have been using HARO as a writer for almost a year and have included stories from small business owners in many articles.
(My latest pitch on HARO. Note the requirements section.)
Best practices when pitching a story on HARO
Because HARO’s service is free, writers often get flooded with responses, many of which are in fact irrelevant. Many people tend to take their chances and respond to stories even if they either don’t meet the criteria or have little to add to.
So, my best advice when pitching you as a source on HARO – follow the writer’s instructions. And unless you meet all their criteria, don’t apply.
ProfNet is a similar service to HARO, connecting media with experts. Unlike HARO, not only journalists or bloggers use the system.
According to the site, government officials and academic researchers also submit their pitches. In theory this gives you the opportunity to get a client featured on related websites.
Just like HARO, ProfNet delivers pitches via email. As a source, you can also create expert profile and include your current press releases accessible to media.
Unlike HARO, ProfNet is a paid platform. The basic membership start at $55 per month but the final price will depend on the size and type of your institution.
If the cost of ProfNet membership is too steep for you, you can avail of ProfNet Connect. This is a free online community of PR agents, experts and media professionals to network, communicate and request sources too.
SourceBottle is another service like HARO through which you can provide expert input. What’s sets SourceBottle from other similar platforms is the amoutn of categories choose from. You can also specify which countries you want to receive queries from.
Just like HARO and ProfNet, SourceBottle sends queries via email aptly called “DrinkUp”.
The basic service is free and for a monthly fee you can set up an expert profile to promote yourself.
If you don’t want to sit around and prefer to proactively seek media connections, Cision might be for you.
Cision is a suite of PR tools as well as a media database which helps you to identify influencers. Cision also provides reporters’ contact information, including location, email, phone, social media profiles and area of focus.
The platform also helps to engage with influencers, distribute press releases and amplify your content to its partners, including TIME, The New York Times, Fast Company, CNN and others.
Just like Cision, Pitchbox is a platform for those who don’t want to wait for opportunities but prefer to take matters in their own hands.
Pitchbox helps you to find new media prospects, outreach, follow up and manage their relationships.
If your strategies rely on media and influencer connections or you need to scale up your efforts, Pitchbox might be just the tool you need.
Pitchbox is a premium platform with prices starting at $150/mo and goes up to $850/mo depending on number of users and functionality.
Creative commons image by Chase Elliot Clark / Flickr