Borkowski PR is to launch a text-messaging news service for journalists.
Known as WAP Wire, the service will allow journalists to sign up and receive information on Borkowski clients. It was trialled internally for the World Sports Awards, and will be up and running for Michael Jackson's UK tour in March.
WAP Wire will distribute instant news on clients or products, via text-messages. Alternatively, it can be received by e-mail, or accessed on a WAP site. Journalists will be able to sign up for the service at borkowski.co.uk, and stipulate their preferences for the news or celebrities they wish to track.
Creative director Mike Gilmore emphasised that the service wasn't junk mail. 'Journalists will only receive messages related to the subject they're interested in,' he said.
In the case of Michael Jackson, who is speaking at the Oxford Union on 6 March, 'the minute we've confirmed his movements, we can send out information through WAP Wire,' said Gilmore.
He said the service would be of use to any journalists 'who want to be ahead of the game'. Benefits include the fact it is faster than e-mail and portable.
Clients will be charged for the service, but costs are still being determined.
Gilmore said the WAP Wire service was an add-on to the standard portfolio of techniques for delivering news. 'How you use it depends on your creativity and imagination,' he said.