Peter Shankman, a publicist, author and speaker, first put his "matchmaking" service for reporters, "Help a Reporter," on Facebook. But, thanks to social networking through Facebook and Twitter, it has become so popular that he has moved it to its own site.

The idea is that any of us can register for Shankman's email list. Reporters send in queries, Shankman sends them out to us, and we can answer those that tap our knowledge base or contacts.

Often, the query gives us the reporter's contact information so we can contact him or her directly. But reporters can ask to be anonymous, in which case we send our info to Shankman who screens the replies and sends the most appropriate ones on to the reporter.

Reporters are looking for experts, but also real people with experiences that the reporter is writing about. You might be able to point reporters to volunteers, staff, or programs at your organization that the reporters can use as sources. It is a nifty way to help keep your organization's story in front of the public, as well as becoming familiar with reporters that cover your nonprofit area.

Beware though of wasting a journalist's time. Read the rules at "Help a Reporter," and scan Shankman's personal blog for the back story of the site.

Read business reporter Marci Alboher's NYTimes column for how she uses the service, and then register at Help a Reporter.

More about media relations:

• Pitching Nonprofit Stories to the Media

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