Rolli

Rolli operates as a two-sided "Newsroom as a Service®" platform, connecting journalists and content producers with a global network of vetted subject matter experts. The company was founded in February 2020 by Nick Toso, a former CNN en Español Washington D.C. Bureau Chief. Toso's decade of experience in the newsroom revealed inefficiencies in sourcing qualified experts under tight deadlines, often leading to a reliance on the same contacts and a lack of diverse voices. This firsthand knowledge of newsroom challenges, such as shrinking resources and the rise of disinformation, directly inspired the creation of Rolli.

The platform serves journalists, news producers, editors, reporters, and documentary filmmakers by providing a suite of free tools to streamline the newsgathering process. This includes an AI-powered database to search for experts by keywords, location, and language, an events calendar to track news cycles, and a social media intelligence tool called Information Tracer to help detect disinformation. Rolli's business model generates revenue through annual subscription fees from the experts and organizations who create profiles on the platform. This model flips the traditional PR-pitching process; instead of experts pitching to journalists, journalists actively search for and connect with the sources they need directly through the platform. This approach eliminates the need for cold pitching and mass emails.

For experts and organizations—such as universities, think tanks, and NGOs—Rolli offers a direct channel to gain media exposure. By creating a profile, they become discoverable to a wide range of content producers from major media outlets. The platform includes a rigorous seven-step vetting process for all members to ensure the credibility and authenticity of its expert network. Rolli has received early-stage investment from entities including the Glen Nelson Center at American Public Media Group and grants from organizations like the International Center for Journalists' (ICFJ) Leap Innovation Lab.

Keywords: expert sourcing, media relations, journalist resources, newsgathering platform, source verification, disinformation detection, subject matter experts, media database, PR technology, newsroom workflow, expert network, content producer tools, thought leadership, media opportunities, AI in journalism, source credibility, journalist tools, expert discovery