This week's PR Roundup follows Cision's upcoming shutdown of Connectively, formerly known as HARO, the mass exodus of users and brands from X (formerly Twitter), and a new study featuring the pros and cons of AI for digital PR.
Connectively, Current Home of HARO, to Shut Down
What happened: In the aughts, PR pros would open their email several times daily to see the latest HARO (Help a Reporter Out) requests. With the tables turned, journalists would pitch the PR industry through the HARO newsletter, searching for sources for upcoming stories. In return, HARO subscribers would respond to the pitches, building relationships with outlets and occasionally gaining media hits for their client or organization.
HARO quickly grew to become very successful, and Vocus Inc. purchased it in 2010. Four years later Cision bought Vocus, and HARO became a tool for communicators on the Cision platform. Under Cision HARO became Connectively.
This week Cision sent word that Connectively would cease operations on Dec. 9. According to the company, it is focusing its efforts on the product CisionOne, rather than Connectively.
For those who hold HARO close to their hearts, original creator Peter Shankman launched HERO, or Help Every Reporter Out (now known as SOS or Source of Sources), in April to fill the void of quality media inquiries.
Communication Takeaways: As the years have passed, media relations—as well as media queries—have evolved. Social media platforms frequently resound with reporters looking for sources. However, it’s always much easier to find these queries in one place.
For those looking for alternatives to Connectively, there is the aforementioned SOS, which has partnered with Muck Rack, as well as platforms such as Quoted and Press Hook.
Sarah Evans, Founder & CEO of Sevans PR and an original HARO Facebook member, says what’s old is new again, as communicators thrive on connections. She is a fan of SOS but less impressed with Connectively's HARO.
“At the time I thought I had struck gold,” she said. “Not only because of what an amazing resource it was, but because of the community that grew around it. This version of HARO is not what the original set out to be or do.”
Michelle Songy, CEO of Press Hook, says it’s important to have solutions connecting PR pros and journalists for navigating the media landscape.
“It’s more challenging than ever for brands to get noticed,” Songy says. “It’s no longer just about creating opportunities for connection; it’s about making those connections more targeted, responsive and efficient."
The Guardian No Longer Posting on X
What happened: The Guardian announced its active departure from X (formerly Twitter) this week, following what seems to be a trend of an exodus from the platform. On Wednesday the publication confirmed it would no longer post from official Guardian editorial accounts, saying, the “benefits of being on X are now outweighed by the negatives" and that "resources could be better used promoting our journalism elsewhere.”
The Guardian posted an article, “Why the Guardian is no longer posting on X,” to explain the decision and inform readers that they could still share the publication’s articles on X and that reporters still may use X embeds for articles.
The article also noted that The Guardian would still permit its reporters to use the site as they wished for newsgathering purposes.
Communication lessons: Since Elon Musk purchased X/Twitter, his hands-on tactics to open the platform to “free speech” and banned accounts has also contributed to an increase in misinformation and hate speech, according to research done in 2023 by the Center for Countering Digital Hate.
And the 2024 U.S. presidential election may have been the breaking point for many users and advertisers with Musk using his account on the platform to promote his own political interests. Since the election, similar apps, such as Bluesky, have added more than a million new users, topping app downloading charts.
Kasey Henderson, Account Director at Global Situation Room, says those considering leaving a social media platform should take a close look at where their target audience and key influencers are engaging and assess if the platform’s practices are aligned with the brand’s values.
“Social media platforms have a duty to enforce content moderation policies that combat the spread of hate speech and misinformation,” Henderson says. “Is this where your audience finds community? Rather than expending resources on a platform that doesn't serve your company's goals, this may be an opportunity to redirect and engage with your audience in a space more aligned with your brand.”
She also notes that while The Guardian explained their decision clearly, it may have dropped the ball on next steps.
“The Guardian’s decision to leave X clearly demonstrates their commitment to upholding their values, but in failing to redirect its more than 27 million followers to an alternative social media platform more aligned with those values, they missed an opportunity to continue building and engaging with their community.”
New Report: The Pros and Cons of Gen AI for PR
What happened: A new report from the Distinctly agency has revealed insights on the practical applications of AI for digital PR. The study, based on long-term testing, learning and integration over a six month period, explores the benefits and pitfalls of generative AI in PR.
The findings included:
Beneficial uses of AI:
- Creation of unique tools
- Summaries of media calendars
- Competitor analysis
- Image generation for campaign materials
Examples of AI misuse/pitfalls:
- Written response limitations
- Lack of authenticity and trust
Implications of AI in the media landscape:
- AI editors and AI-assisted reporters allow journalists have more time to engage with quality stories
- Integration of generative AI into search engine results
Communication takeaways: The study shows that generative AI continues to improve efficiency in regards to brainstorming and everyday tasks for practitioners, but that it is still an imperfect product.
“While it can be tempting to rely on AI for every aspect of our job, there’s a reason why we’re still employed,” says Chloe Chamberlain, Senior Strategist at Distinctly and co-author of the study. “Our ability to apply empathy, intuition and nuanced thinking to campaigns is something AI simply can’t replicate.
She notes how AI is a great time-saving resource to bounce ideas off of, and encourages PR pros to get comfortable doing this, but to always double check work.
“Use [AI] regularly, honing your prompts to gain more effective answers to help fast track your work,” she says. “But remember AI is just as flawed as the humans who created it, so always view every AI output with a healthy dose of skepticism.”
Nicole Schuman is Managing Editor at PRNEWS.