NewsBasis & The Reversed Pitch
In recent years, the so called news request seems to have gained popularity: instead of sending a news release out to editors hoping it'll interest them, you identify reporters that are specifically looking for information you might be able to supply. Editors and journalist can place requests for quotes or information on an online forum, thus giving companies with the relevant information or contacts the chance to jump in (e.g. "I am writing a story about the financial situation in Spain, does anyone have banking contacts who could provide me with a quote on Spanish bonds?"). The system prevents journalists from receiving endless streams of irrelevant press releases and gives companies the chance to build up lasting relationships with the media.
There are several websites which liaise between journalists and PR professionals in this way, including Help a Reporter Out (HARO), PRNewswire's ProfNet and media databases such as MyPRGenie and FeaturesExec. The latest website specializing in this wonderful media relations concept is NewsBasis.
NewsBasis Features
Based on an interface that resembles a stripped-down version of facebook, NewsBasis lets you scroll through requests for information posted by journalists to see if you might be able to provide a relevant repsonse. You can filter journalists' queries according to keywords. Someone working in a PR Agency specializing on the financial sector might do themselves (and the media) a favour by setting up an alert for any queries mentioning banks, bonds, financial reform etc.
Companies can also send press releases through NewsBasis, though the platform did us all a favour by changing the wording to what it really is: "Pitching a Story Idea". Journalists can browse through these news releases or story ideas and contact you for more information.
In many respects, NewsBasis is nothing more than a simple forum with a search function. The strength of the platform is the idea and the user interface: it constantly reaffirms the idea of reporters and PRs helping each out with information rather than companies just firing off press releases by the dozen. The idea is not new, yet it is still highly underrated in my opinion. I think, and I hope, the journalist query or "reversed pitch" will play a bigger role in the future at the expense of the often irrelevant traditional press release.
Darryl Siry, one of the two founders, told us he plans to expand the platform to include a full range of PR services focusing on the interaction between communication professionals and media. We don't have any specifics yet, but we'll keep an ear out for any developments.
