(To expand on our process from David's answer): We believe that the modern PR agency system is broken. In the new digital media landscape, journalists rely less on traditional "relationships," as the news cycle moves increasingly quickly and journalists are expected to write upwards of five articles a day. This means they need more stories and sources, and they need them in a simple and straightforward process.
We're leveraging software to make the process more efficient and transparent for both companies and journalists. We've built a proprietary database that allows us to figure out what journalists are actually interested in, and to improve our targeting through matching algorithms compared to the traditional "spray and pray" model of many PR firms. We've also built an internal CRM that allows us to send out personalized pitches and easily monitor journalist engagement across campaigns.
For customers, we've built a dashboard that means that PR is no longer a "black box." Customers can follow the progress of outreach campaigns, from the timeline to advanced journalist engagement analytics like open rate and the the time they've spent on the media brief. They can also receive inbound media opportunities from sources like Help a Reporter Out and follow journalists who have engaged in their campaigns.
By leveraging software, we're able to charge a fraction of the price of PR firms. We're also constantly working on new tools for both journalists and companies like Question Board (https://questionboard.onupbeat.com/) and Journalists You Should Follow (https://app.upbeatpr.com/find-journalists/).
We have an FAQ that breaks some of this down in greater detail (https://www.upbeatpr.com/faq/).