Since Featured relaunched HARO (Help a Reporter Out) in April 2025, the service has sent over 100 million emails connecting journalists with sources. This milestone offers a unique lens into how artificial intelligence, spam, and crowded inboxes are transforming the relationship between journalists and PR professionals. According to HARO's 2026 statistics, the sheer volume of communication has prompted both sides to prioritize filtering and authenticity.
The data reveals that 21% of pitches submitted through HARO are entirely AI-generated, a figure that underscores the proliferation of automated tools in public relations. However, the effectiveness of these pitches is questionable: human-written pitches are approximately three times more likely to be used by journalists. This statistic is a stark reminder that while AI can generate responses at scale, it often lacks the nuance and credibility that journalists seek.
Journalists are actively responding to the influx of AI content. More than one-third (35%) of journalists now choose to block AI-generated responses when submitting requests, a clear signal that they are wary of automated pitches. Additionally, HARO itself has implemented measures to maintain quality: a user is banned every 23 minutes for spam or terms of service violations, and 32% of journalist requests are rejected during the approval process after vetting for quality and legitimacy.
Brett Farmiloe, CEO of HARO, commented on the findings: "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."
Every pitch submitted through HARO is analyzed using AI detection technology provided by Pangram, and journalists can report unhelpful pitches, triggering manual review by the HARO team. This combination of automated and human oversight aims to maintain the integrity of the platform.
The implications for PR professionals are significant: as access to journalists increases, earning their attention becomes more challenging. In an environment where inboxes are overflowing, relevance, credibility, and expertise are becoming essential for sources to stand out. The data suggests that a human-centric approach, coupled with a deep understanding of the journalist's needs, is more likely to yield positive results than relying solely on AI-generated content.
HARO, originally founded in 2008, was shut down by its previous owner in December 2024 but was relaunched by Featured in April 2025. Featured is an AI co-pilot for public relations that helps professionals find media opportunities, draft responses, and secure coverage across various channels, including journalist requests, podcasts, bylined articles, speaking engagements, awards, and generative engine optimization (GEO). The company also operates Connectively, which connects journalists with subject matter experts. With a user base exceeding 100,000, Featured supports 2,500 publishers in filling content gaps with expert insights.
As the PR landscape evolves, the HARO data serves as a barometer for the industry, highlighting the need for a balanced approach that leverages technology while preserving the human elements of trust and authenticity.
