A public relations professional has launched a new “matchmaker service” for journalists looking to interview businesses about stories.

Nina Sawetz, founder of Manchester-based communications firm Future has set up The Press Index, which aims to “flip the PR industry on its head”.

The service allows companies to be listed in an online directory used by both regional and national journalists.

Journalists who are members can then search for relevant spokespeople for broadcast and print interviews by sector, region or keyword.

Nina, pictured, told Insider Media, “Over the course of the pandemic, I received hundreds of requests from journalists seeking businesses to interview for various news stories, from tech companies to food and drink brands and professional service offices, which shows there is a clear need for a matching service for journalists and spokespeople.

“This platform flips the PR industry on its head. Rather than trying to persuade journalists to write about the brand, it puts the brand into the stories they are actively working on.

“It gives businesses the opportunity to get in front of journalists and say ‘I’m here and I’m ready.'”

Other benefits for member companies include journalist Q&A events, copywriting, press release distribution, media training and issues management support.

The platform will initially focus on Manchester, Liverpool and London.