In the ever-evolving world of media, the HARO comeback in digital PR marks a pivotal moment for communications professionals and journalists alike. Once considered a staple in the PR toolkit, Help A Reporter Out (HARO) is finding fresh relevance in 2025 under the leadership of Brett Farmiloe, CEO of Featured.com. In an era defined by AI overload and shrinking newsrooms, HARO is offering a human-first, efficient solution to the age-old challenge of sourcing credible stories.
From Nostalgia to Necessity
Just as Polaroid cameras made an unlikely resurgence thanks to Gen Z’s craving for authenticity, HARO is experiencing a similar renaissance. The platform has been revitalized with tools that emphasize empathy, relevance, and speed—three crucial elements missing from many modern PR pitches. Journalists today juggle multiple gigs, tight deadlines, and overflowing inboxes. HARO’s return isn’t about bringing back the past; it’s about solving today’s urgent problems with time-tested methods.
The HARO Pitch Rule: Helpful, Authentic, Relevant, On Time
At the heart of HARO’s revival is a simple acronym: HARO. Farmiloe urges PR pros to be Helpful, Authentic, Relevant, and On Time. This framework is more than a mnemonic; it’s a manifesto for modern PR. A helpful pitch adds real value, authenticity stands out in a sea of AI-generated content, relevance ensures alignment with journalists’ needs, and timeliness meets the relentless pace of the news cycle.
With built-in feedback features, including thumbs-up/down ratings from journalists, the new HARO holds PR pros accountable for the quality and relevance of their submissions.
PR as Measured Marketing
Another hallmark of the HARO comeback in digital PR is the shift toward measurable impact. PR is no longer about blanket outreach—it’s a data-driven strategy where professionals test channels, assess ROI, and refine their approach. Whether you’re landing podcast interviews or contributing expert commentary through Featured.com, success is now defined by visibility and engagement, not just mentions.
Relationships in a Digital World
While the era of long lunches and newsroom visits may be fading, meaningful relationships between PR pros and journalists still matter. HARO bridges this gap by introducing high-quality, vetted connections. Over time, helpful and consistent pitches can evolve into trusted media relationships—even without face-to-face interaction. It’s not just about being noticed; it’s about being remembered for the right reasons.
In a digital age flooded with noise, the HARO comeback in digital PR reminds us that real, relevant, and reliable storytelling never goes out of style.
Listen to the full episode here: HARO Reloaded: How to Pitch Like It’s 2025 from the Stories and Strategies Podcast
Read the full transcript of the episode here