What the Vocus Acquisition of HARO Means for the PR Business - Page 2
Additional Market Opportunities
Companies that can help PR types build stronger relationships with journalists will capture market share in chunks. Look at how fast HARO was adopted and eventually acquired. The lessoned learned here was that despite the service being ad-supported (in a non-annoying manner), it cut to the chase and connected a wide scope of traditional and non-traditional journalists with content source experts.
If you look at the list of queries, you'll see a mix of national publications with mommy bloggers, community newspapers and so on. This could be chalked up to the service being initially free. However, it's more likely that it's popularity was fostered through the social web and the foundation for which the service was build on demanded that the interactions between PR types and journalists, remain social, i.e. pitch only relevance and don't waste the journalists time with bogus content.
As a result, more and more journalists seemed to be using the service because of the level of responses they received. And, speaking from a personal standpoint, PR types would be more than likely to submit answers to queries knowing that their pitches would, in fact, be reviewed and considered.
The point here is, through social interactions, both sides of the media fence saw extreme value in HARO. Those services or products that are designed and built on the premise that social can bring value as long as it's done with an honest baseline, can succeed. As a result, companies in the B2B space that tailor to public relations firms will succeed as long as they follow that premise.
How do you think this acquisition will play out and what impact do you think it'll have on the media business?