A recent episode of the podcast "Let's Talk PR & More" featured Brett Farmiloe, founder and CEO of Featured, the company that owns HARO (Help a Reporter Out) and Connectively. Farmiloe disclosed that approximately 35% of journalists using HARO have opted to filter out pitches that are entirely AI-generated. This statistic comes from the platform's AI detection system, which scores every pitch submitted through Featured, HARO, and Connectively.
Farmiloe explained that the filter is not enabled by default, suggesting that the actual number of journalists who object to AI-generated pitches may be higher. "I'd say it's even higher. Like I said, the submission form has that box unchecked by default," he said. For those who do not enable the filter, the AI score is still provided as a color-coded percentage, allowing journalists to make their own decisions.
The AI detection is powered by a partnership with Pangram, an AI detection company. Farmiloe acknowledged the limitations of such technology, noting, "I think that there's opportunities for false positives. Models are advancing and they're becoming better and better."
Farmiloe attributed the prevalence of AI-generated pitches to a misunderstanding among PR professionals. "I think the misconception that a lot of PR pros sometimes have when they approach a platform like HARO is that it's a numbers game," he said. He emphasized the importance of being helpful, authentic, relevant, and on time—derived from the HARO acronym. He quoted a journalist's blunt perspective: "I don't want to hear from you until I want to hear from you."
The conversation also touched on the broader changes in the media landscape. Farmiloe noted that journalists often have multiple income streams, such as writing for several publications, running a Substack, or consulting. This shift is driven by newsroom cutbacks and the growth of independent media, leading journalists to adopt more entrepreneurial models.
For PR professionals, this means thinking beyond just securing a placement. As journalists build their own audiences and rely on the performance of their work, PR pros may need to help amplify coverage after it's published. Farmiloe also questioned the traditional reliance on domain authority, suggesting that PR evaluation is undergoing a transformation, especially as brands consider how they appear in AI-generated answers.
The full episode of Let's Talk PR & More featuring Brett Farmiloe is available here. Featured is a platform that connects journalists with expert sources, and the podcast is hosted by Sherry Goldman, president of Goldman Communications Group, covering PR and communications topics.
