Keeping Up with RSS In Focus: Multimedia Summary By: Katie Moore
What is RSS?Really Simple Syndication RSS simply delivers information directlyto you through a personalized ‘newsfeed’ By simply “subscribing” to your mostfavorite websites, you can receive newsfeed from all of the sites in one list
RSS 101In order to get the “subscriptions” you need aRSS feed readerMost popular feed readers are “web-based”such as:o MyYahoo, MyMSN, MyGoogle, Bloglines Ex: I use Mozilla Firefox and have a Yahoo email account, so when I initially set up my feed reader, I clicked on a RSS feed I was interested in & a drop box asked where I wanted my news feed sent.
RSS 101 Finally, click on any RSS feed you want toreceive constant updates from your favorite websites! •RSS feeds are typically indicated with this icon:• Don’t let those radio waves trick you, these trendy RSS feed icons come in all shapes & sizes!
Why use RSS in PR?Easy way to conduct competitor researchKeep up with what is “trending” in yourindustryConduct “ego-searches”– Similar to “Google Alerts”, except it has the advantage of popping up in your personal RSS feedSaves time as a busy PR professionalRelease blog posts, news releases, etc.that delivers directly to your public’sfeeds
Applying the Systems TheoryAccording to the Journal of Business Communication,“the systems theory views communication as asystem binder by binding the system to the externalenvironment, promoting organizational growth, andgoal attainment” (Almaney, 1974). So…. The subscriber is “binding” their preferred website into their “binder” (RSS feed reader)
•Saves time •Not widely adopted yet•Spam-free •Content can be copied•Alternate Communication •Tracking subscribers isChannel difficult•Expands audience through •Some users prefer emailsyndication over RSS•Unsubscribing is simple
References• Almaney, A. (1974). Communication and the systems theory of organization. Sage Journals, 12, Retrieved from http://job.sagepub.com/content/12/1/35.abstract