Muck Rackâ€™s prime claim to fame to date is as a place on the web that aggregates tweets from journalists, mainly in the US, in real time.
Now comes the Twitter release service.
[â€¦] a new service for PR pros to publish one line press releases, up to 130 characters long, that can include links to other media and press kits, at a rate of $1 per character with a $50 minimum.
Muck Rack is hoping to capitalize on the short attention span of journalists and the anxious PR people who want to reach them quickly and in short-form. Should you opt to use their service, just type your tweet-like release, hit submit, pay through PayPal, and voilÃ : your release gets published to Muck Rackâ€™s release page and shared via their Twitter account (which currently has just 3,433 followers).
Anything youâ€™d send via this service begins with the word â€˜RELEASE,â€™ in upper case. (Thereâ€™s 7 characters used up before you begin.)
Iâ€™m not sure I see a viable market for this. If youâ€™re a PR with a Twitter account, you could do exactly the same and save yourself the fee. Of course, your followers wonâ€™t be the same as Muck Rackâ€™s, but youâ€™d likely have a clearer more focused sense of who youâ€™re pitching.
Looking at it from a receiverâ€™s point of view, though, would you see 140-character announcement tweets from PRs youâ€™re following, all starting with â€˜RELEASE,â€™ as just so much spam? And with some third-party Twitter apps â€“ notably TweetDeck â€“ itâ€™s just a couple of easy clicks to automatically block a sender and report the account to Twitter as a spammer.
I could see plenty of irritated journos doing just that.
Still, some people may welcome the brevity of announcements via Twitter. If theyâ€™re people you know and trust, and who have explained to you what theyâ€™re doing before hitting you with that first Muck Rack tweet, that might make a difference. In other words, give you an opportunity to opt in beforehand.
[â€¦] if more and more journalists get hip to the service, and better news get released via Muck Rack, then you could have a potential situation where bloggers, journalists, and reporters have their eyes glued to Muck Rackâ€™s Twitter stream and news page. Should that be the case, many a PR pro will gladly pay the $1 per character for that type of exposure. It all comes down to audience, attention span, and clout. Itâ€™s one of those chicken and egg situations.
Not sure about chicken and eggs but you shouldnâ€™t dismiss out of hand anything as far as Twitterâ€™s concerned. Thereâ€™s even an FAQ for journalists about this service.
PepsiCo joins Muck Rack 1LPRS as a launch partner to syndicate news from the #BlogHer conference on July 24-25
Where thereâ€™s a niche, thereâ€™s an opportunity.