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'SourceBottle' Automating PR Contacts
By: Doug Bedell
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Gee, is a site like SourceBottle a threat or an accessory to PR people? Just launched in the U.S., SourceBottle connects journalists or bloggers with sources exclusively in the realm of women's interests. But the automated query technique could be extended to other subject areas by other such sites. Does it threaten to eliminate the in-person PR middleman/woman, or is keyboard-contacting too mechanized to threaten traditional PR?

SourceBottle originated in Australia three years ago and spread to Asia and Europe. It "connects thousands of PR professionals and journalists, making it one of the leading resources in the global media industry." But those are the words of a press release. It remains to be seen how SourceBottle will play out in terms of relational matters in the U.S. We imagine that PR people will be attempting to be involved with SourceBottle, and to gauge their relational prospects therein, pretty closely. It's another form of web-assisted social interaction on the PR front and should be interesting.  

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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