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PR is generally seen as a one way street where agents, or even companies or people going it alone, are constantly pushing out press releases and hoping that media will take the bait. But Melbourne-based startup SourceBottle has flipped PR on end, creating a system for media to reach out for sources and allowing experts to answer their calls.

After career in legal, PR and marketing, founder Rebecca Derrington created the site as mutually beneficial resource for both sides of the PR equation. Based roughly on leads services like American site HARO (or Help A Reporter Out), created by marketing extrordinaire Peter Shankman, Source Bottle allows companies, experts or just average folks to sing up for a email containing requests from media for sources, editorial contributions, giftbag contributions and more.

Users can tailor this emails to their own particular interests, ranging from “internet” to “lifestyle”, and can opt to simple browse through the site if they prefer not to be emailed. On the other side, journalists, bloggers, talk shows and more are able to submit free call outs, even appearing anonymously if they choose, requesting the times and specifics they need for a source.

For a startup seeking some free PR, some possible SEO and a way to build up their expertise in the field, it’s a no brainer. For example, Rebecca sites Australian company Tipsy Toes as one of her bis success stories. Shortly after replying to an anonymous callout from SourceBottle for innovative products, the founder of the company that produces cheap slippers for tipsy nightclub patrons found herself on a A Current Affair showcasing the shoes in a full televised segment.

A quick look though the call out reveals publications including Madison, Cosmo, SBS, not to mention a wealth of freelance writing working for some of the world’s top publications. One of the things Rebecca did right in starting her business was to think big from the start. Although the site currently operates only in Australia and under a .au, she also purchased a SourceBottle domain for the UK and New Zealand and plans to begin expanding into the New Zealand site later this year. Rebecca says she’s found the local nature of the site to be important and more beneficial for the media outlets using the site.

Although she had a limited web background, Rebecca says she lucked out working with Melbourne-based web design company Bliss Media. After some initial trials with the first developers she worked with, Rebecca came across Bliss and after being impressed with their previous clients, including Nissan, Everlast and GNC, solicited a quote. While the initial number was high, Rebecca said she decided she was willing to compromise on some features if it meant she could stick with a company she felt compatible with.

The SourceBottle site is currently free both for those subscribing to a posting call outs, and you can follow the sites source requests live on the company Twitter profile.

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