These days it's all about press, media reception, image, spin. Every little action requires a press release and each press release is a critical piece of PR. It's all about how you manage the message, how you communicate your company's POV. Traditionally, PR firms were hired to write up releases and get the word out, at a significant cost. MyPRGenie is endeavoring to change the way the system works. They're making it easier, automating the process for a fraction of the traditional cost. More than that, MyPRGenie specifically targets the right people, reporters, publications, etc. to get maximum buzz. They offer a basic service which allows distribution to up to 20 sources for free. For about $100 they'll get the word out to 120 different resources in one industry; to target the entire industry list you'll need to shell out $199++ (up to $750). Each plan allows for posting on the site itself, images and multimedia attachments, RSS feeds, customization options, and targeted distribution. The service is targeted at small to medium sized businesses; current clients range from social networks to non-profits all over the world.