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Gibraltar Associates Named Agency of Record for Health Information and Diagnostic Provider PositiveID Corporation
Date:12/14/2009

WASHINGTON, Dec. 14 /PRNewswire/ -- Gibraltar Associates, a leading public affairs agency providing counsel on global and domestic communications and issues management, today announced that it has signed an agreement with PositiveID Corporation (Nasdaq: PSID) to serve as the company's public relations agency of record. Gibraltar Associates will conduct media relations for PositiveID's corporate communications and advise the Company on its public relations programs.

PositiveID, headquartered in Delray Beach, Florida, provides innovative health and security identification tools to protect consumers and businesses. The company was formed following VeriChip Corporation's November acquisition of Steel Vault Corporation. VeriChip is a pioneer in personal health records, developing the first and only FDA-cleared implantable microchip for patient identification, while Steel Vault is a leader in the identity security space, focused on access and security of consumers' critical data.

Gibraltar's work with PositiveID began on December 1 with a mandate to enhance brand visibility and build awareness of the company's evolution from identification only to diagnostic applications. Gibraltar will also work to expand awareness of two of the company's development-stage products among the media, public health officials and consumers in a range of markets, including a point-of-care rapid virus detection system for the H1N1 virus and other pandemic viruses as well as an in vivo glucose-sensing RFID microchip, based on the company's patent for an Embedded Bio-Sensor System.

"The way we communicate our story should be as innovative as the products PositiveID develops," said Scott R. Silverman, Chairman and CEO of PositiveID. "Gibraltar Associates' expertise and strategic approach is a perfect fit for us."

"PositiveID is positioned to play a transformative role in both health care diagnostics and information management," said Eric Bovim, co-founder and CEO of Gibraltar Associates. "We are very excited to work with such an innovative technology leader."

ABOUT GIBRALTAR ASSOCIATES

Gibraltar Associates is one of the fastest growing independent communications and public affairs agencies in America. Gibraltar Associates never loses sight of its mission: we believe that great communications begins with an idea, and great ideas can transform businesses, industries and policies and the world. With offices in Washington, D.C., and Los Angeles, Gibraltar Associates represents Fortune 500 clients and private interests, leading their communications strategies in the United States and internationally. For more information, please visit us at: www.Gibraltar-llc.com, follow us on Twitter at @GibraltarAssoc or call us at 202-534-1700.

SOURCE Gibraltar Associates


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