NEW YORK: Media sourcing platform Vetted has launched as a place for journalists to connect directly with verified experts across various fields.
The team behind Vetted launched the platform to make it easier for experts to attract journalists. Unlike other platforms, the tool is focused on verifying experts and connecting them to specific journalists’ requests, said CEO Jon Amar.
“Our journalist-first platform works out well for sources because they'll no longer have to scramble to respond to queries in order to get an interview that may or may not get them quoted,” Amar said.
Journalists can search for keywords associated with an expert's profile and send detailed interview requests to an email associated with each source. Journalists’ contact information is not visible. The platform also filters criteria such as industry, years of experience and location, as well as demographic data such as sexual orientation, race and ethnicity.
“Journalists are constantly seeking more diverse sources, so this feature allows them to quickly and easily [search],” Amar said.
The platform also enables companies or agencies to create expert profiles in a “pull marketing” approach to earned media. Experts can apply to join; once they are approved based on experience and qualifications, their profile goes live on the site for free. Instead of a subscription fee, Vetted charges a source once he or she is quoted.
Amar noted that Vetted is only accepting the first 1,000 experts to ensure quality over quantity, adding that the cap increases an expert’s chances of being found, interviewed and quoted. The platform may eventually increase its capacity.
“Multiple journalists on Vetted have told us that they expect to use the platform two to three times per week,” he said. “With this in mind, we are focused on getting 1,000 qualified, vetted and available experts onto the platform.”
Other platforms that enable the journalist-to-source relationship and vice versa include HARO, launched in 2008 by entrepreneur Peter Shankman and bought by Vocus two years later, and ProfNet, which was acquired by PR Newswire in 1996. Both PR Newswire and Vocus are now operated by Cision, which rolled up a host of earned media technology platforms via a spate of deals in the last decade. Muck Rack, meanwhile, maintains a database of journalists that can be searched by media relations professionals.