Navigating the AI-Pitch Filter: Challenges in Modern Media Relations

AI-Generated Pitches: A Media Relations Dilemma

In the rapidly evolving landscape of media relations, an intriguing trend has emerged: approximately 35% of journalists using Help a Reporter Out (HARO) have chosen to filter out pitches identified as entirely AI-generated. Brett Farmiloe, founder and CEO of Featured, shared these insights on the Let's Talk PR & More podcast. "You've got some that prefer that nothing AI generated hits their inbox," Farmiloe explained, illustrating the volume of pitches journalists receive daily.

Featured, which operates HARO and Connectively, scores every pitch submitted through its platforms with AI detection to provide visibility into the usage of generative tools. Notably, about 21% of these pitches are identified as 100% AI-generated. Journalists can activate a one-click filter to remove these pitches before they clutter their inbox. However, Farmiloe emphasized that this setting is not enabled by default, suggesting the true level of objection could be even higher.

Reevaluating Strategies in PR

Farmiloe attributed the prevalence of AI-generated pitches to a strategic misreading of how media channels operate today. "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 remarked. The recommended approach, derived from the HARO acronym, is to be helpful, authentic, relevant, and timely—qualities that AI-generated pitches often lack.

This shift in strategy reflects the broader changes in the media landscape. According to Farmiloe, journalists are increasingly reporting diverse income streams, including multiple publications, Substack, and consulting work. As traditional newsroom roles contract, the rise of independent media and changing publishing economics are driving journalists toward more entrepreneurial models, impacting how media relations are conducted.

The Future of Media Relations

As journalists build audiences and rely on the reach of their work, PR professionals must rethink their strategies beyond merely securing placements. Farmiloe suggested considering how PR can help published coverage reach a broader audience. Additionally, he questioned the adequacy of traditional metrics like domain authority in determining the value of media opportunities, as AI-generated content influences how brands appear in digital narratives.

Concluding his insights, Farmiloe highlighted the transformational shift underway in the evaluation aspects of public relations. The conversation on the podcast delved into how AI is changing media relations and how journalists are adapting to new revenue models, redefining the future of the industry. As the dust settles on these changes, one thing remains clear: authentic, targeted communication holds the key to successful media engagement in an age dominated by digital tools.