Does AirPR commoditize PR (and is that a bad thing)?

A new ‘dating site’ that matches companies up with PR firms boils PR down to its component parts.

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Neither of us had, so he walked us through what he knew, while we both frantically clicked links to learn more.

AirPR is a startup that “matches” companies with PR professionals.

Billed as a dating-like site for PR, you input when you want to start your campaign (they recommend three to four weeks before you want media coverage), fill out your name and email address, and answer a questionnaire.

It asks you things such as, “How often do you want to communicate with your PR pro?” and at which stage of development you have your startup.

It also provides a list of services for you to prioritize. Those services include media relations, social media relations, business development/relationship building, communications strategy, and events/trade shows/conference management.

PR as a commodity?

When Thornley asked us both if we would participate in a site like this, our resounding answer was no.

I went off on a tangent about how this commoditizes the work that we do. We’re more than just publicists, and it doesn’t require any messaging, positioning, or strategy. Not to mention, three to four weeks before you launch a new product is not enough time.

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