Since Featured relaunched HARO (Help a Reporter Out) in April 2025, the platform has sent over 100 million emails connecting journalists with sources, offering a unique lens into how artificial intelligence, spam, and crowded inboxes are reshaping the relationship between PR professionals and the media. The latest data from HARO's 2026 statistics shows that as communication volumes soar, both journalists and sources are prioritizing authenticity and filtering.
One of the most striking findings is that 21% of all pitches submitted through HARO are entirely AI-generated. In response, 35% of journalists now block AI-generated pitches when submitting requests. This pushback highlights a growing tension: while AI enables sources to produce responses at scale, journalists are increasingly wary of generic, unhelpful replies. The data also reveals that HARO bans a user every 23 minutes, primarily for spam and terms of service violations, underscoring the platform's efforts to maintain quality. Additionally, 32% of journalist requests are rejected during the approval process after a review of the journalist, publication, and request for legitimacy.
The effectiveness gap between human and AI-generated pitches is significant. According to HARO, human-written pitches are approximately three times more likely to be used by journalists. Brett Farmiloe, CEO of HARO, emphasized, "Human-written pitches are about 3x more likely to get featured than AI-written ones. The sources who stand out typically come from fully human teams who can provide credible information, respond to what the journalist actually asked for, and make the journalist's job easier. As inboxes get more crowded, being helpful becomes the differentiator."
To combat the influx of low-quality AI content, every pitch submitted through HARO is analyzed using AI detection technology provided by Pangram. Journalists can also report unhelpful pitches, which triggers a manual review by the HARO team. These measures aim to preserve the integrity of the platform and ensure that journalists receive relevant, credible sources.
The implications for PR professionals are clear: as access to journalists increases, earning their attention is becoming harder. In increasingly crowded inboxes, relevance, credibility, and expertise are critical for standing out. The data suggests that while AI can be a useful tool, it cannot replace the nuanced understanding and personal touch that human experts bring to media interactions. For those looking to secure coverage, focusing on crafting thoughtful, tailored responses that directly address journalists' queries is more important than ever.
HARO, a free newsletter connecting journalists with expert sources, was founded in 2008 and shut down by its previous owner in December 2024. It was relaunched by Featured in April 2025. Featured is an AI co-pilot for public relations that helps professionals find earned media opportunities, draft responses, and secure coverage across various channels, including journalist requests, podcasts, and bylined articles. The company also owns Connectively and supports over 100,000 users, helping 2,500 publishers fill content gaps with expert insights.
