In the year 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 provides a unique data set on how AI, spam, and crowded inboxes are reshaping the relationship between journalists and PR professionals.
According to HARO's 2026 statistics, 21% of all pitches submitted through the platform are entirely AI-generated. This trend is met with increasing resistance from journalists: 35% now choose to block AI-generated pitches when submitting requests. The data also shows that HARO bans a user every 23 minutes, primarily for spam and terms of service violations, and that 32% of journalist requests are rejected during the approval process due to quality concerns.
The most striking finding is that human-written pitches are approximately three times more likely to be used by journalists than those written by AI. This underscores the value of authentic, credible expertise in an era of automated content generation.
“Human-written pitches are about 3x more likely to get featured than AI-written ones,” said Brett Farmiloe, CEO of HARO. “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.”
HARO analyzes every pitch using AI detection technology provided by Pangram, and journalists can report unhelpful pitches, triggering a manual review. This dual approach aims to maintain quality and trust on the platform.
The implications for PR professionals are significant. As access to journalists increases, the challenge lies in standing out. The data suggests that relevance, credibility, and expertise are becoming critical. AI can aid in scaling outreach, but it cannot replace the nuanced understanding of a journalist's needs that comes from human judgment.
For business leaders and PR practitioners, this news signals a need to balance efficiency with authenticity. While AI tools can draft responses quickly, they may not produce the personalized, insightful pitches that journalists value. The HARO data serves as a reminder that in a world of spam filters and AI detectors, the human touch remains invaluable.
As HARO continues to connect sources with journalists, the platform's data offers a real-time pulse on the evolving dynamics of media relations. For those seeking coverage, the message is clear: invest in genuine expertise and tailor pitches to the journalist's request. Those who do will likely see their efforts rewarded with more placements.
For more insights, visit HARO to understand how the platform is adapting to these trends.
