In short: HARO (Help a Reporter Out) – now Connectively – connects journalists with expert sources: you answer reporter queries in your niche, and get quoted with a backlink from high-authority publications. It’s free, legitimate, and one of the most reliable ways for small businesses to earn editorial links. This 2026 guide covers setup, picking the right queries, writing pitches journalists actually use, and the workflow that makes it sustainable.
Last updated: October 2026.
Journalists need experts; experts need links. HARO (Help a Reporter Out, relaunched as Connectively) is the marketplace where they meet: reporters post queries (“seeking SEO expert on AI search trends”), sources respond with quotable insights, journalists pick the best and link the source. No payment, no manipulation – just expertise exchanged for attribution. For businesses with genuine knowledge, it’s the highest-ROI free link building available.
How HARO / Connectively works
1. Sign up as a source (free) at Connectively (formerly HARO). Select your expertise topics – be specific; broad selections drown you in irrelevant queries.
2. Receive queries via daily emails (3x daily on the classic HARO schedule). Each query: the reporter’s ask, publication, deadline.
3. Respond fast with quotable insights. Journalists pick responses that are specific, quotable, and credentialed. Generic advice loses to concrete detail every time.
4. Get published (sometimes). Response-to-publication rates run 5-15% for good pitches. When picked, you get quoted with your name, title, company – and usually a backlink.
5. Track and follow up. Set Google Alerts for your name; when coverage appears without a link, politely request one (link reclamation).
Setting up for success
- Niche your topics tightly. “SEO”, “digital marketing”, “AI” – specific beats broad. Irrelevant queries waste the time you need for relevant ones.
- Build a source bio. Name, title, company, 2-line credential summary, headshot, website. Journalists vet sources – look legitimate.
- Create an expert page on your site: bio, credentials, topics, past media mentions. Link it in pitches – it converts journalist curiosity into confidence.
- Set up alerts: Google Alerts for your name + company to catch coverage (and unlinked mentions).
- Calendar discipline: queries have tight deadlines (often 24-48h). Check emails 2-3x daily or use filters routing queries to a priority folder.
Picking the right queries (the 80/20)
Respond when: the query is squarely in your expertise; the publication is legitimate (check domain + traffic); the deadline is feasible; you have something specific to say (data, experience, contrarian insight).
Skip when: it’s adjacent-but-not-quite your expertise (weak answers hurt your reputation with that journalist); the “publication” is a content farm; the deadline already passed; you’d be repeating generic advice available everywhere.
Quality over quantity: 3 excellent pitches weekly beat 20 mediocre ones. Journalists remember names – every weak pitch makes the next one less likely to be read.
Writing pitches journalists use: the formula
Subject line: “[Query topic]: [Your credential]” – e.g. “AI search trends: SEO agency founder, 35+ client projects”. Journalists scan dozens of responses; credentials in the subject get opens.
Opening (2 lines): who you are and why you’re qualified – specifically for this query. Not your life story; the relevant credential.
The quote (150-250 words): this is the product. Write it as publishable copy – the journalist should be able to lift it directly. Specifics win: numbers, examples, named experiences, contrarian takes. “AI is changing search” is worthless; “In our client data, AI Overviews cut informational CTR 34% while commercial queries held steady” gets quoted.
Close (2 lines): availability for follow-up, contact details, link to expert page.
Rules: answer the actual question asked (not the one you wish they’d asked); keep it tight – journalists edit ruthlessly anyway; no self-promotion in the quote (save it for the bio line); never use AI to mass-generate pitches (generic output is obvious and ignored).
The sustainable HARO workflow
- Time-box it: 30-45 minutes daily, scheduled. HARO rewards consistency, not marathons.
- Template the scaffolding: bio, credentials, contact block – templated. The quote itself – always fresh and specific.
- Build a quote bank: save your best answers; adapt (never copy-paste blindly) for similar future queries.
- Track everything: queries answered, publications, links earned, unlinked mentions to reclaim.
- Repurpose wins: “As featured in [Publication]” on your site, social proof in proposals, logos on the expert page – coverage compounds beyond the link.
Beyond HARO: the full expert-source landscape
- Connectively (ex-HARO): the biggest pool; also the most competitive.
- Featured.com / Qwoted / Terkel: alternative platforms, often less crowded in specific niches.
- Twitter/X #journorequest: real-time journalist requests; fast responders win.
- Direct relationships: the endgame – journalists who know your expertise email you directly. Earned through consistently good HARO responses.
- Newsjacking via your list: when news breaks in your niche, email relevant journalist contacts with your take within hours. See digital PR newsjacking.
HARO mistakes to avoid
- Spray and pray. Answering everything badly instead of the right things well.
- Generic quotes. If your answer could come from anyone, it will be attributed to someone else.
- Missing deadlines. Late = invisible. Journalists file; they don’t wait.
- Over-promotion. Pitching your product instead of answering the question – instant delete.
- Ignoring unlinked mentions. Coverage without a link is half the value left on the table – always follow up politely.
- Giving up after 2 weeks. Publication rates compound with reputation; month 3 outperforms month 1 significantly.
Free links for genuine experts
HARO is beautifully simple: know things, say them quotably, respond fast. No budget, no tools beyond an email filter, no manipulation – just expertise meeting journalism. For small businesses and agencies, it’s the most democratic link building channel in existence. Start this week; the compounding starts immediately.
At Vans Marketing, expert-source programs run alongside our digital PR and link building work. Get a free audit and we’ll identify the queries your expertise should be winning.
HARO link building – frequently asked questions
What is HARO link building?
HARO (Help a Reporter Out, now Connectively) link building means responding to journalist queries with expert insights; when quoted, you earn a backlink from the publication. It’s free, white-hat, and one of the most reliable ways to earn high-authority editorial links.
Is HARO still active in 2026?
Yes – relaunched as Connectively, the platform continues connecting journalists with sources. Alternatives (Featured, Qwoted, Terkel, #journorequest) have grown alongside it; the expert-source model itself is stronger than ever.
How long until HARO pitches turn into links?
Response-to-publication rates run 5-15% for quality pitches; published pieces appear days to weeks after the query deadline. Consistency compounds – month 3 significantly outperforms month 1 as journalists recognise your name.
What makes a HARO pitch get picked?
Specific, quotable insights (numbers, examples, contrarian takes) from a credentialed source, answering the exact question asked, delivered before deadline. Generic advice loses; concrete detail gets quoted.
Should I use AI to write HARO pitches?
No – mass-generated pitches are generic, and generic gets ignored (or worse, damages your reputation with journalists). Use templates for scaffolding (bio, contact); write every quote fresh, specific, and human.