Brett Farmiloe on Reviving HARO, AI-Powered PR, and the Shift from Media Relations to Machine Relations
Built for Success17 min
Brett Farmiloe, founder and CEO of Featured, joins host Danielle P on Built for Success. Brett explains how Featured grew from a platform connecting experts with journalists into an AI copilot for PR.
Takeaways
- Earned media is about helping the journalist, not about you. Fit the journalist’s angle, have the credentials to comment, respect their deadline, and don’t let AI fully automate your voice. Your own perspective is what makes a pitch stand out from AI-written ones.
- Consistency wins, so let AI do the legwork. Business owners are short on time. The ones who succeed on Featured set up always-on workflows that find opportunities and draft first pitches. The owner then edits the pitch and sends it.
- AI visibility is the thing you can’t afford to ignore. Referrals now often come from AI assistants instead of friends. Prospects ask ChatGPT, Claude or Google about your company before they reply to outreach. Brett compares the change to moving from the library to the internet.
“Bots and AI web traffic is outpacing human web traffic at this point. Within PR, the shift is going from media relations to machine relations.”
Companies discussed: Featured, Help a Reporter Out (HARO)
Episode notes and full transcript: press.featured.com/podcast/brett-farmiloe-on-built-for-success/
Cite as: Brett Farmiloe on Built for Success, “Brett Farmiloe on Reviving HARO, AI-Powered PR, and the Shift from Media Relations to Machine Relations,” November 13, 2026.