MyPRGenie, a social-media focused PR firm, wants to create a “free global PR wiki” that will crowdsource contact information for “journalists, bloggers and media gatekeepers”.
A crowdsourced listing of media contacts is set to launch, providing the PR industry with a database of information on journalists and media professionals.
Launching out of New York in March, the wiki-style platform will be open to PR professionals who contribute to the community by sharing information they’ve collected on journalists, bloggers and media gatekeepers. By sharing their contacts, users earn points which can then be spent to gain access to the global database.
Interesting concept. Probably won’t be successful, though.
The only free global wiki that’s ever managed to collect a large amount of quality information is Wikipedia – and Wikipedia is run by a non-profit foundation whose philosophy revolves around cataloguing and freely sharing information.
From the sounds of it MyPRGenie’s service will be “free” (i.e. available for you to use) only if you contribute to it yourself; and presumably even then there will be some additional restrictions to what you can access or do once you have that information. Which, of course, means that, unlike the Wikipedia style service they want to be associating themselves with, their service not actually free.
MyPRGenie say they already have a database of over half a million “journalists, bloggers, and content creators” which my guess is they’ll use to seed their wiki. While that number is large I’m not sure this endeavour is a pure numbers game.
When you hire a PR firm to work for you, you pick one based on their knowledge of your industry and the local media market, plus their relationships with various media people. You don’t pick them because they have the largest contacts database.
If I worked for a rival PR agency my argument against using this service would be: “Why would you want to use that? They’ll just send your press releases to a bunch of media and social media people. I’m on a first name basis with the influencers in your specific industry and in your specific market so when I send them something they know it’ll be worth their while.”
Possibly the biggest problem they’ll face is that I don’t think many PR departments or agencies will want to participate – certainly not major companies with a large contacts databases. Why on earth would companies (or agencies) want to share their PR relationship IP with the rest of the world (which, of course, includes their competitors)?
Wrong Business Plan?
MyPRGenie’s business plan for this service seems to be “build it and they will come (to crowdsource)”. That doesn’t works unless you do things like offer fabulous incentives for sharing IP, have dedicated editors maintaining content quality, and don’t blatantly make money off the data you collect. Now they might actually do all these things and the resulting service might end up being useful to small and medium-sized companies with limited PR budgets and limited relationships with the media. But that’s probably about it.
Basically, I don’t think you can crowdsource this kind of information unless you make it completely free and open like Wikipedia or you run a freemium model like IMDb or LinkedIn in which you get both the demand and supply side to pay for the professional, fee-based version of that otherwise free service.
MyPRGenie seem to be trying a third approach to this information cataloguing problem – one that relies on a few assumptions that I don’t think are particularly valid. It’d be nice to be proven wrong but I don’t think I will be.