We wrote about HARO in a recent piece on journalists using social media for real results. Started as a Facebook group that outgrew its origins, the service connects reporters with reliable story sources in a way that is more journalist-friendly than more traditional methods of media relations in which reporters are inundated with widely-sprayed PR pitches. As a community of credible sources reporters can tap into, Vocus CMO Bill Wagner characterized HARO as being "in line with where social media is taking public relations. The old world of PR is changing and it's not coming back."
Wagner told us that the vision behind the acquisition is to "take HARO to the whole world of journalists" and that no changes were planned beyond continuing to grow HARO as an individual brand. The service will remain free, and will continue to offer its successful ad-supported daily newsletter that has an impressive 50-60% open rate. Founder Peter Shankman said his new role will be continuing to grow and build the HARO service, telling us, "I get to continue presenting my vision of social media and bring that to Vocus. It's the best of all possible worlds."
Representatives from both companies spoke to HARO's ability to break down barriers and directly connect newsmakers with sources, essentially turning the process of traditional PR "on its ear." Vocus, who acquired PRWeb in 2006 for its role in the democratization of newswire services, said they "saw HARO doing the same thing on the media side" according to Wagner. The synergy between both services aims to offer an alternative to hiring a PR firm, especially for small businesses that might find the cost of that approach prohibitive.
In addition to operating transaction-based PRWeb, Vocus also offers subscription-based on-demand software to help small businesses with online marketing. The company employs just shy of 500 people.