Gorkana is both a PR agency and a "must-read" e-newsletter, according to today's NY Times.

The British agency is now trying to make a dent stateside with a NY office, and of course, a story in the Times can't hurt.

According to the story:

In 2003, the two British public relations people who set up Gorkana started sending e-mail messages to publicists that listed reporters' moves, and their popularity grew by word of mouth, Mr. Ingram said, adding that the goal of the newsletter, and the database of journalists and contact information that Gorkana sells to public relations firms, is to cut down on what reporters and publicists hate: the embarrassing and awkward phone call.

A lofty goal, for sure, but we can't blame them for trying.