As brands build more campaigns on social media, there are even more opportunities for creating and fostering relationships with journalists and bloggers.
Getting that great third-party endorsement—instead of a paid advertisement—is no easy task, however. Lasting relationships require research, good pitching techniques and high-quality interactions.
These five tools can help PR pros find and connect with reporters and bloggers:
1. HARO. Help a Reporter Out boasts that almost 30,000 reporters—including those from The New York Times, The Huffington Post and ABC News—have used sources from the site.
PR pros can sign up to become sources and gain opportunities to work with journalists on deadline. HARO also offers alerts based on keywords, but you’ll have to pay for the convenience: One keyword alert is $19 per month, and three keyword alerts will run you $49 monthly.