In a revealing insight into the evolving dynamics of media relations, Brett Farmiloe, founder and CEO of Featured, disclosed that approximately 35% of journalists using HARO (Help a Reporter Out) have chosen to filter out pitches identified as entirely AI-generated. The statement was made during an appearance on the podcast 'Let's Talk PR & More,' where Farmiloe discussed the impact of generative AI on the pitching process.
Featured, which owns and operates HARO and Connectively, has implemented AI detection for every pitch submitted through its platforms, providing a unique dataset on how PR professionals are utilizing AI tools. According to Farmiloe, about 21% of pitches score as 100% AI-generated. Journalists have the option to enable a one-click filter to remove such pitches from their inboxes, though this is not a default setting. Farmiloe noted, "I'd say it's even higher. Like I said, the submission form has that box unchecked by default," suggesting that the true level of objection to AI-generated pitches may be greater than the adoption rate indicates.
The detection is performed through a partnership with Pangram, an AI detection company. Farmiloe acknowledged the limitations of the technology, stating, "I think that there's opportunities for false positives. Models are advancing and they're becoming better and better." This highlights the challenges of relying on AI to police AI-generated content.
Farmiloe attributed the prevalence of AI-generated pitching to a misconception among PR pros that platforms like HARO are a "numbers game." He emphasized the need for a more strategic approach, drawing from the HARO acronym: be helpful, be authentic, be relevant, be on time. He relayed a blunt sentiment from a journalist: "I don't want to hear from you until I want to hear from you," underscoring the importance of relevance over volume.
The conversation also delved into broader shifts in the media landscape. Farmiloe noted that journalists now commonly report having multiple sources of income, including work for various publications, Substack, and consulting. Factors such as newsroom contraction, the rise of independent media, and changing publishing economics are driving this trend. This shift is transforming media relations, as PR professionals may need to think beyond securing a placement and consider how to help coverage reach audiences after publication.
Farmiloe also questioned the adequacy of traditional metrics like domain authority in evaluating media opportunities, especially as PR professionals consider the impact of coverage on AI-generated answers. "I think the evaluation part of PR is going through a transformational shift," he said.
The full episode of 'Let's Talk PR & More' featuring Brett Farmiloe is available for those interested in exploring these topics further. The insights provided by Farmiloe shed light on the current state of AI in PR and the changing expectations of journalists, offering valuable considerations for PR professionals navigating this new terrain.
