Brett Farmiloe: The Media Matchmaker Who Says AI Will Make PR More Human, Not Less
cogcast · Cognito
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Show Notes
Brett Farmiloe, founder of Featured.com and Help a Reporter Out (HARO), has spent nearly two decades building platforms that connect expert sources with journalists — and he's watched the media landscape shift in ways that few others have seen from the inside.
In this episode, Brett breaks down what journalists actually want from sources (hint: he has an acronym for it), why he believes irrelevant pitching remains one of PR's most persistent and solvable problems, and how AI-powered tools are poised to change the sourcing game entirely — not by replacing PR professionals, but by clearing away the grunt work so they can focus on strategy.
Brett also shares his take on journalists-turned-entrepreneurs, the fragmentation of media into personal brands and independent newsletters, and why he thinks the professionals who will thrive are the ones who learn to orchestrate AI agents the way they once managed teams. Plus: the Hot Pocket story.