Have you ever wondered how people get quoted in news articles from media outlets like TIME magazine, Yahoo!, or Buzzfeed? 

Several years ago I wondered the same thing and I discovered Help a Reporter Out (HARO). One of many public relations platforms, where reporters and media outlets can submit requests for experts and quotes, and experts can respond with the hopes of being cited in the articles. 

Sounds simple enough right? But there are some tricks to it because competition can be fierce. And in my experience, only a small percentage of the pitches you provide actually end up being used. With the name recognition and SEO boost, the long-term benefits can be well worth the effort.

In my own quest to get quoted, I am proud to say I’ve landed citations in publications like Newsweek, TIME, Bussle, and Yahoo!, enabling me to add a ‘featured on’ section to my website. 

I’ve been responding to requests on and off since 2019 and here’s what I’ve learned:

You need to be fast. It’s typical for reporters to only read the first 5-8 of pitches sent for any given article. Once they have what they need, they likely won’t take the time to check the rest. When you see a request you can speak to, get to writing. 

You need to check often. Sometimes relying on email notifications is not enough. A recent request from Yahoo had more than 10 responses by the time I got notified. If you are determined to get quoted, especially in a larger publication, checking for new pitches several times a day will significantly increase your chances.

You need to be unique. It’s just fine to include “the usual” in your responses, but bringing something new and different to the conversation means you will stand out. 

You need to be persistent. Depending on how fast and unique you are, only a small percentage of your pitches will ultimately get used. Like anything, there is also a learning curve. Heck, this is some people's full-time profession! So go easy on yourself if you don’t have success right away. Keep learning, and keep pitching.

Make sure your pitch is quotable. Use language and sentences that would be easy to quote and integrate into the reporter's article. Avoid overly clinical language, keep explanations short, and make things a bit more conversational.

The more specialized, the more likely you will be quoted. I often see requests for very specialized therapists. Like recent requests for an Equine therapist, or an EMDR therapist. While they may come up less often, these requests get significantly fewer responses overall. 

You'll want to keep track of your pitches. As I mentioned, not all your pitches will get used. But that effort doesn’t have to go to waste. Reporters always want original (non-AI) content, but if a pitch wasn’t used, you can use that for inspiration for future pitches. This also helps you keep track of the quotes that are published, and have an organized place to save the links.

You’ll probably have to find the article yourself. This means doing a Google search for your name along with the author's name, and possibly some keywords from the pitch request. You can also automate this somewhat by setting up a Google alert, which can notify you anytime your name shows up somewhere new online.

You want to write a media bio. Several platforms allow you to include a media bio that reporters can look at to verify your status as an expert. Brag a little! Include things like how long you have been a therapist, your specialties, areas of expertise both professional and personal, lived experience, and even accolades outside the therapy industry that lend to your position as an expert. If you have a large social following, also include that. Some reporters get paid based on article views, so being able to share with your audience is a plus for them.

Wondering how to get started?

While there are many companies offering this service, my two favorite ones are Connectivly (formerly HARO) and Qwoted. Both are easy to use and have free options that include a handful of pitches per month. 

Come hang out with me in the Balanced Practice Facebook Community where I’ll be sharing more about my PR journey, along with more tips on creating a balanced, sustainable, and profitable private practice. 

About the Author

Audrey Schoen, LMFT, is a seasoned business consultant and financial boundaries expert who understands the challenges of being a therapist, practice owner, and parent of twins. With her extensive experience, she specializes in helping therapists enhance their marketing voice and directly connect with their ideal clients. Audrey equips therapists with actionable steps and empowering insights, ensuring they can confidently set fees and effectively serve their clients. Partner with Audrey to take your practice to the next level!