"HARO, short for Help a Reporter Out, is an amazing tool, if you know how to use it. For business owners with no budgets for PR, it’s a godsend. For PR professionals, it’s the promised land: direct opportunities to pitch journalists who are actually interested in their stories. But of course, things aren’t as simple as they appear at the first sight: using HARO requires a bit of common sense, self discipline, and pitching skills."

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