New Internet Service, PRX Builder, Specializes in Social Media News Releases

Exclusive Distribution Through PR Newswire Ensures Widest Reach of Social Media-Enabled News, Content

PRNewswire-FirstCall

SAN FRANCISCO

PRX Builder™, a service dedicated to easing the creation of Social Media News Releases, officially launched in beta mode today. Through an exclusive partnership with PR Newswire, users of the PRX Builder will benefit from wide distribution of their news and information.

  (Photo: http://www.newscom.com/cgi-bin/prnh/20061002/NYM100-b )
  (Logo:  http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO )

  To view this release on PRX Builder, go to: http://tinyurl.com/f9s92

  Facts about the PRX Builder Social Media News Release Wizard:

   *  The PRX Builder service enables PR & marketing professionals to easily
      create Social Media news releases through a series of guided steps.
   *  PRX Builder was inspired by the Social Media News Release template
      released by SHIFT Communications in May 2006.
   *  Each release costs only $6 to create using PRX Builder.
   *  Via an exclusive agreement with PR Newswire, the global leader in
      commercial news distribution, any release created using PRX Builder
      can be seamlessly transferred and distributed using the PR Newswire
      platform (see below for benefits of partnership).
   *  All releases are developed in Portable Release XML (PRX), a simple,
      distributable XML document format.  Once a news release is created
      using PRX Builder's toolset, the content creator can preview the news
      release in "Social Media" format.  PRX promotes a "write once" model
      for release distribution:  users can create the release, post the PRX
      file to the corporate website, and then send the PRX link to
      distribution services for processing.
      --  The PRX Builder system can automatically include Technorati tags,
          a Digg button, and can also auto-download users' selected
          del.icio.us account links and Flickr photos, to provide instant
          context for anyone viewing the online version of the news release.
          All releases created using the PRX Builder system are also
          optimized for RSS; releases created using PRX can be directly
          embedded into RSS web feeds.
   *  As ongoing industry initiatives such as the Social Media Club continue
      their work on news release "microformat" standards, the executives at
      PRX Builder are committed to supporting any further developments that
      become widely accepted by the New Media Community.

  Facts About the Partnership with PR Newswire:

   *  Businesses and organizations that use PRX Builder's recently-launched
      social media release wizard can distribute the announcement via
      PR Newswire.
   *  PR Newswire was selected as a distribution partner for PRX Builder
      because of its broad reach and ability to accommodate the various
      elements inherent to a social media release.
      --  PR Newswire's network reaches more than 4,000 newsrooms in the
          U.S., 3,600 websites, databases and online services, and tens of
          thousands of journalists registered on PR Newswire for
          Journalists, the company's media-only website.
      --  The consumer-facing prnewswire.com site logs some 3 million page
          views monthly and, unlike its primary competitor, does not require
          registration nor track individual user activity.
      --  PR Newswire currently offers the ability to incorporate multimedia
          content, including audio, video and photos; search engine
          optimization for Internet and mobile devices; RSS; Technorati
          tagging; and del.icio.us and Digg bookmarking into news releases.
   *  PRX Builder customers will be referred to a PR Newswire representative
      who will recommend a distribution package based on the customer's
      strategy and target audiences, as well as the content within the
      release.
   *  Businesses and organizations that create social media releases
      containing digital images, audio or video will receive further
      guidance from PR Newswire's multimedia and broadcast PR company,
      MultiVu™.

  QUOTES

Quotes attributable to Mr. Shannon Whitley, president of Whitley Media, the creators of PRX Builder:

   *  "The PRX Builder service is designed to make the creation of Social
      Media News Releases as easy as possible.  We're excited about the
      prospects for expanding the use of Social Media services within the
      more traditional realm of press releases."
   *  "We were inspired by the simplicity and functionality implied by the
      SHIFT Communications template.  After experimenting with the format,
      we realized that there was an opportunity to automate the creation of
      Social Media releases for a broad spectrum of PR and marketing
      professionals who needed guidance in this new arena."
   *  "We are thrilled to know that PRX Builder releases will benefit from
      the distribution power and prowess of PR Newswire, the acknowledged
      leader in news release dissemination.  Anyone who uses PRX Builder can
      rest assured that their news will hit as many targets as possible."

Quotes attributable to Mr. Dave Armon, chief operating officer at PR Newswire:

   *  "The Social Media News Release is a very practical adjunct to the
      standard release format and has the potential to be an exciting step
      in the continuing evolution of public relations and business
      communications.  We look forward to supporting its growth, as well as
      interest in Web 2.0 technologies and the expanded communications
      options that they offer."
   *  "The ease by which PRX Builder's online wizard creates social media
      news releases, combined with the reach of PR Newswire's distribution
      services, offers PR practitioners an innovative, business-ready
      solution for incorporating social media functionality into their
      communications programs."
   *  "PR Newswire is committed to leveraging the opportunities created by
      the rise of new Web technologies to help organizations communicate
      more effectively. Having already incorporated multimedia, search
      engine optimization, RSS and del.icio.us into our service offerings,
      PR Newswire has a strong appreciation for the benefits that these
      tools offer to businesses and organizations. The social media news
      release extends the impact of these tools by providing a format that
      promotes interactivity and the sharing of information."
   *  "As the definition of mass media has shifted from print and broadcast
      reporters alone to include bloggers and consumers, PR Newswire has
      embraced the additional audiences and made them part of its
      distribution products, ProfNet Experts(SM) service, MEDIAtlas™
      targeting database and eWatch™ monitoring platform."

  Quotes attributable to Mr. Todd Defren, principal at SHIFT Communications:

   *  "We were incredibly flattered when Whitley Media approached us about
      'automating' the Social Media features found in our template.  While
      Social Media by definition requires an on-going, collaborative and
      open effort by the community, by the same token we recognize that many
      people want to give Social Media a whirl without making big
      commitments of time and money:  a lot of marcomm pros want to simply
      'press a button, fill in a blank,' and see what happens."
   *  "The Social Media News Release is about democratizing access to news
      content for all types of media, both traditional and new.  It's also
      empowering marketing professionals to create context around their news
      announcements, by adding social bookmarks, RSS, etc.  The PR 2.0 era
      is upon us, and PRX Builder is a great service for people ready to
      take their first steps."

  About PRX Builder:

PRX Builder, a product of Whitley Media, enables PR and marketing professionals to embrace the tools and principles of Social Media. Its beta service is available at www.prxbuilder.com.

About Whitley Media:

Whitley Media is a technology company that develops cutting-edge tools and services for professional communicators and media enthusiasts. Services are provided to companies who are trying to understand new media concepts or wish to develop technology solutions for themselves or their clients. More information is available at http://www.whitleymedia.com/.

Shannon Whitley, founder and president, with over twelve years of experience in corporate information technology, has applied his expertise to multiple open source and shareware social media projects. His free WordPress plugins include EasyPayPal, PostRefLookup, and Feedlinx Email Subscriptions. He has also created FeedFlares for FeedBurner and developed free blogging services such as PostRef.com. Shannon's blog address is http://www.voiceoftech.com/swhitley.

About PR Newswire

Now in its 52nd year, PR Newswire Association LLC (http://www.prnewswire.com/) provides electronic distribution, targeting, measurement and broadcast services on behalf of tens of thousands of corporate, government, association, labor, non-profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision-makers, and the general public with their up-to-the-minute, full-text news developments.

Established in 1954, PR Newswire has offices in 11 countries and routinely sends its customers' news to outlets in 135 countries and in more than 40 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet Experts(SM), eWatch™, MEDIAtlas™, Search Engine Optimization, MediaRoom, MediaSense™ and MultiVu™. PR Newswire is a subsidiary of United Business Media plc of London.

About SHIFT Communications:

SHIFT Communications' high performance public relations and marketing communications services bolster clients' marketplace reputation and produce measurable results that directly lead to increased revenues. The independent agency works with both new and established companies competing in a variety of technology, business-to-business and consumer markets. SHIFT Communications' offices are located in the Boston, Mass., and San Francisco, Calif. metros. For more information, visit www.shiftcomm.com.