The Evolving Landscape of Media Outreach: Insights from Brett Farmiloe

Navigating the Noisy World of AI-Driven Media Outreach

The digital landscape is constantly evolving, and with it, the strategies for effective media outreach are undergoing significant transformation. This evolution is poignantly addressed by Brett Farmiloe, the founder and CEO of Featured, in a recent discussion on Majestic's SEO in 2026 podcast series. In a world where artificial intelligence has simplified the process of reaching out to a broader audience, the paradox of increased noise and diminished efficacy has emerged. "Less is more in 2026, in terms of being an outreach specialist," Farmiloe articulates, highlighting the need for a shift in approach.

Featured, the parent company of HARO and Connectively, provides a unique vantage point into the dynamics of media pitches and journalist requests. The data gleaned from these platforms reveals a clear trend: high-quality pitches are outperforming high-volume outreach. Farmiloe emphasizes, "The outreach that I'm seeing winning on our platforms is the folks who aren't sending out a higher volume of pitches, but they're sending out a higher quality of pitch."

Quality Over Quantity: The New Mantra

The acquisition of HARO by Featured was a direct response to declining trust and quality within the system, issues exacerbated by the rise of artificial intelligence. In an innovative move, Featured has implemented AI detection across its platforms, offering transparency in pitch authorship. "We run AI detection on every single pitch," Farmiloe states. This approach not only maintains the integrity of the pitches but empowers journalists to make informed decisions by providing them a one-click option to filter out pitches that are entirely AI-generated.

Farmiloe further challenges the conventional wisdom that speed is paramount in media response. It's not about being the first to respond but about being the most relevant and helpful. The framework he proposes emphasizes being "helpful, authentic, relevant, and on time," aligning closely with the foundational principles of HARO. This shift underscores a more thoughtful and deliberate engagement strategy that prioritizes value over velocity.

Embracing New Metrics in a Changing Landscape

As the digital environment continues to evolve, so too do the metrics by which success is measured. Farmiloe notes a shift in market reporting standards, with AI visibility scores emerging as a pivotal metric. "In 2026, the metrics are changing. AI visibility scores are one thing that we're seeing more and more innovators measure against," he explains. This realignment towards the "new front page of the internet" reflects a broader understanding of visibility within AI and large language models (LLMs).

The insights shared by Farmiloe provide a compelling narrative for practitioners in the field: the knowledge they hold is invaluable. The challenge lies in sharing this knowledge meaningfully to benefit both journalists and businesses alike. As marketers navigate this complex landscape, the focus should remain on leveraging their expertise to create impactful, authentic connections with their audiences.