MatchPoint, a search application tool for PR professionals who engage in media outreach, launched on February 2 . Peter Himler, the application's co-developer, answers questions about how the system works and keeping up with media industry turnover.

PRWeek: Please describe how MatchPoint works and how it avoids misdirected story pitches.

Peter Himler: Rather than relying primarily on vague job titles, the MatchPoint contact management application spiders a massive proprietary database of online and print editorial content to produce ...