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The HARO Limelight Series (HLS)-Shannon Choe, Source

Welcome to the HARO Limelight Series (HLS), where we will highlight either a reporter or source who has had success(es) with our service each week.

Our purpose with this series is to educate readers on how to more effectively pitch reporters and garner media hits.

We hope you find this series useful. Please leave any comments or questions below!


In this HLS, we interviewed Shannon Choe, the Founder of Premier Baby Concierge.


1.  Please give the BloggingPRWeb readers a little background information about yourself/your business. 

Premier Baby Concierge ( is the Greater Philadelphia area’s first and premier baby planner and maternity concierge offering a one-stop resource to help parents navigating through one of the most exciting (and overwhelming!) times of their lives. Since 2007, PBC has been preparing expectant families for a bundle of new experiences, as well as providing guidance even after the baby is born.  Services include Baby Registry Consultation, Nursery Design, Car Seat Installation, Baby Nurse Placement, Home Safety Assessments and more.

Premier Baby Concierge is seen around the Greater Philadelphia area powering a variety of educational events for parents and parents-to-be; and founder, Shannon Choe, has been a regularly appearing Parenting Expert on NBC Philadelphia since 2008.

2. How did you first hear about HARO and why did you decide to sign up?

I don’t even remember how I found HARO, but I have been responding to queries since 2008.  I signed up because I knew it was genius!  It totally leveled the playing field for small business owners and experts to get not just exposure, but an opportunity to share their expertise.  And for free, no less!

3. How has HARO changed the way you market yourself/your business? 

As someone who has not been trained in media or marketing and who owns a small business based on being an expert, I have learned through years of responding to HARO queries and placements, how to best pitch the media (timely, succinct, on-topic responses) and how to make the most of each placement (be easy to work with, share the piece (on your website and social media), and offer yourself for future opportunities).

4. How many times have you gotten media placements through HARO?

I have gotten media placements through HARO several times; I’m not even sure how many.  If I had to guess, I’d say 15.  Some big, some small, and some have lead to additional media opportunities.

5. If you have garnered more than one hit, which was your favorite and why? 

Tough call!  I’d say either the AOL small business article about Baby Planning growing despite the economy or one of the times I have been quoted in Parenting Magazine.  The AOL article explained what Baby Planners are,  which was great exposure for a new industry, and to be included in Parenting is a great for “expert” credibility!

6.       From your experience with getting media placements, what are some tips/pointers you can give to people looking to pitch themselves or their businesses to the media?

Respond quickly, but thoughtfully.  If you don’t have an elevator pitch, create one!  Give media the reasons why their audience should hear from you (why are you the expert?) in the first couple of sentences of your pitch, but offer to send additional information.  They receive tons of responses, so often the first on-point responses have a good chance at getting their attention.

7.       What are some no-nos when pitching the media? 

Don’t send off-topic pitches or otherwise waste their time.  If the query is clearly for great baby gifts, don’t think you’re being creative by sending a pitch for your sleep mask saying, “A well – rested mom is great for baby.”  Don’t ignore media deadlines.  If you commit to sending info by a certain time, do!


If you’d like to be featured in the HARO Limelight series as a member of the media or a source, email: laura(at)helpareporter(dot)com.

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