Help a Reporter Out (HARO) is a great resource for those looking to build up expertise and credibility in a field by offering information to reporters and PR professionals. The brainchild of Peter Shankman, HARO currently boasts over 200,000 sources as members, and I suspect that many of the savvy NMX blog readers are among those in this number. HARO provides a great opportunity for an individual (and sometimes a related business) to gain publicity and credibility via a variety of mainstream and alternative media outlets. When a reporter is looking for a source for a story, they post an inquiry to the HARO list, and folks can respond and offer their input. This can lead to being quoted in the story and often a backlink or referral from a highly-trafficked website (not to mention the ability to say “as seen in [insert well-known publication here]”.
Recently I started noticing a trend in the various HARO requests.
They want photos.
Lots of them.
I counted… during a recent week, forty-four HARO requests asked for photographs. Sometimes it was of an office, product, or situation, but more commonly it was of you, the source. In order to get the free publicity (and arguably, credibility) that comes along with being published as a result of a HARO inquiry, you would need to submit a decent photo of yourself. For several years now we’ve heard that photos and graphics help drive reader engagement with our blog posts, and when a journalist or author is creating content of their own the same remains true. If they’re going to write about your experiences or cite you as an expert, there’s a good chance they’re going to want a photograph.
We often think of blogging as a text-centric medium, and we increasingly hear about vlogging and podcasts, but still photographs are an important bit of supporting material. If you don’t have some decent photos of yourself, I’d suggest that you should obtain some… they can be an important part of a blogger’s tool kit. As a professional photographer myself, I’m biased in suggesting that you find someone who knows what they’re doing to create your photos. You should be able to find someone near you who can create a professional business portrait for you. It doesn’t have to be stiff or formal…when I work with my clients we create images that reflect their personality and flair. If you don’t know a photographer or haven’t seen a recommendation from someone you trust, head over to the Professional Photographers of America’s Find a Photographer directory. You can search by location and find someone who’s a member of the professional organization. If you’re not in the US, see if there’s a professional photographer association in your locale.
Just as you’re probably prepared to give someone your elevator pitch, you should be ready to supply them with a photo if requested. Avoid disappointment of what would be an otherwise-great publicity opportunity because you don’t have a photo ready.