There should be a site to help startups manage their PR, which also interfaces with press outlets. It could involve Relationship Management, Materials and Literature, Schedules and Results.
I bet press outlets would like it, as they can be swamped with requests. So on their side, there could be What's Hot, Exclusive Unreleased Company Updates, Journalist Feedback for Companies.
- can also involve event participation and openings: so a http://sonicbids.com for startups.