Every day, journalists and publishers working on stories need something they do not have: an expert to quote, a business owner to profile, a data point to cite, or a case study to reference. Rather than relying solely on their existing contacts, many post public requests asking for sources to come forward. Those requests are what PitchResponse calls opportunities.
The Many Names for the Same Thing #
This type of outreach goes by a number of different names depending on who is using it and where they encountered it. You may have heard it referred to as:
- Journalist requests or journalist source requests
- JournoRequests, after the hashtag journalists use on social media
- HARO opportunities, after Help a Reporter Out, the platform that popularized the practice
- Media opportunities or press opportunities
- Source requests
- Journalist outreach (though this term is sometimes used to describe the reverse, where you proactively pitch journalists rather than responding to their requests)
- PR opportunities or link building opportunities, particularly in SEO and marketing circles
All of these terms describe the same fundamental process: a journalist or publisher signals what they need, and experts or businesses respond with the information, quotes, or stories that fit. PitchResponse uses the term “opportunities” throughout the platform to cover all of these request types regardless of where they originated.
How the Process Works #
From the journalist’s side, the process is straightforward. They are working on a story and need input they do not already have. They post a request describing what they are looking for, who their publication is, and when they need a response by. That request gets distributed through a platform, newsletter, or social media post, and sources who feel they are a good fit respond with a pitch.
From your side as the expert or business owner, the process is equally simple. You see a request that matches your expertise, you craft a concise and relevant response, and you submit it directly to the journalist before their deadline. If your response is strong and you are a good fit for what they need, they may quote you, feature you, or link to your site in the published piece.
What Makes a Request an Opportunity #
Not every journalist request is worth responding to. The ones that represent genuine opportunities for your business or clients tend to share a few characteristics:
- The publication is relevant to your target audience
- The topic falls clearly within your area of expertise or your client’s
- The deadline is far enough away that you can craft a thoughtful response
- The link type offered is one that serves your goals, whether that is a dofollow backlink, a brand mention, or visibility with a specific readership
PitchResponse surfaces these requests from multiple sources, filters out spam and low-quality posts, and presents them in a single organized feed so you can focus on responding rather than hunting. For more on where these opportunities come from, see 03. Where PitchResponse Sources Opportunities.
Ready to start responding to opportunities? See 02. Why Respond to Journalist Requests? for a full breakdown of the value, or jump straight to 04. How to Respond to an Opportunity if you are ready to dive in.