Even if a journalist manages to track down an expert in the relevant field of knowledge, it is not guaranteed that this individual will be at ease as an interviewee on TV or radio. New Canadian start-up, mediaspotme.com – launched just over a month ago, on 11 March 2013 – provides a much-needed solution to this common problem, which continues to compromise the quality of journalists' efforts to write in an informed manner on specific areas (often niche topics such as robotics, which is the example provided by the website’s explanatory video). Media Spot Me makes expert research readily accessible to journalists, offering a diversity of points of view on a wealth of disciplines.
The relationships established by Media Spot Me are far from one-way. Whilst the specialist brings a "fresh voice" and a plethora of knowledge to the journalist's piece, they too profit from this collaboration with the media – the site points out that "media exposure helps [the expert] to be seen as a leader in [their] field," hereby winning them added credibility in the wider world. Media Spot Me helps the journalist to "[find] the person with the right expertise" and to profit from this expertise, whilst the expert gains visibility and may get job offers off the back of their interview with the journalist.