# HARO Reloaded: How to Pitch Like It's 2025, with Featured CEO Brett Farmiloe on Stories and Strategies

- Show: Stories and Strategies
- Guest: Brett Farmiloe
- Published: July 22, 2025


Brett Farmiloe, founder and CEO of Featured, joined Farzana Baduel and Doug Downs on the Stories and Strategies podcast two months after reviving HARO to explain why the platform faded, how he brought it back, and what it takes to stand out in a journalist's inbox when pitchers outnumber journalists many times over.

## Listen

- [Apple](https://podcasts.apple.com/us/podcast/haro-reloaded-how-to-pitch-like-its-2025/id1512806323?i=1000718413998)
- [YouTube](https://www.youtube.com/watch?v=7SkrghnGk_Y)
- [Stories and Strategies episode page](https://storiesandstrategies.ca/haro-comeback-in-digital-pr/)

## Key takeaways

- Journalists on HARO want one thing: a source for a story. Farmiloe's HARO acronym (Helpful, Authentic, Relevant, On time) is the baseline for how PR pros should pitch them.
- Somewhere between 7 and 14 people are pitching for every journalist. PR agencies pitch, and a lot of small business owners now pitch for themselves, which is why relevance is the whole game.
- Where and how people want to be featured is changing in 2025. Farmiloe's advice is to treat PR like marketing: try it, measure it, and double down on what works.
- Featured started in January 2022, after Farmiloe ran an agency for 10 years with 500 small-business owners who needed visibility; HARO, founded around 2007 to 2008, came back as a three-times-a-day email two months before this conversation.

> “Where and how people want to be featured is changing. PR professionals need to approach it from a marketing perspective in terms of you try it, you measure it, and you double down on the stuff that works.”
>
> — Brett Farmiloe · Founder & Chief Executive Officer, Featured

Source: https://featured.com/press/podcast/stories-and-strategies-haro-reloaded (episode notes and full transcript).

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Brett Farmiloe · Founder & CEO, Featured · CEO, HARO & Connectively · [LinkedIn](https://www.linkedin.com/in/brettfarmiloe/) · [X](https://x.com/brettfarmiloe)
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