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How PR can profit from RSS (March 2007)


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This is a speech I gave at the New Communications Forum in Vegas in March 2007 about ways that PR professionals can take advantage of RSS tools to help publicize and keep track of various clients

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How PR can profit from RSS (March 2007)

  1. 1. Getting the most out of RSS David Strom [email_address] (310) 857-6867
  2. 2. Summary <ul><li>Why bother with RSS? </li></ul><ul><li>What is it good -- and not good --for </li></ul><ul><li>How PR and the media should use RSS </li></ul><ul><li>What are some useful RSS software tools </li></ul>
  3. 3. How RSS is useful <ul><li>Do you find yourself constantly checking particular Web sites for new content? </li></ul><ul><li>Want a way around sending email broadcasts that don’t go into spam buckets? </li></ul><ul><li>Looking for early alerts on press coverage about your clients? </li></ul><ul><li>Want quick ways to scan the news headlines? </li></ul>
  4. 4. Advantages of RSS <ul><li>You can really parse a lot of information quickly </li></ul><ul><li>You still have serendipitous searching akin to reading the daily newspaper </li></ul><ul><li>It can become a guilty pleasure as well as a professional tool </li></ul><ul><li>You can be the “first in your office to email” something to your colleagues </li></ul>
  5. 5. Disadvantages of RSS <ul><li>Yet another application to run or mess with </li></ul><ul><li>Not everyone has RSS-readable content, yet </li></ul><ul><li>Sometimes the feeds break or do odd things </li></ul><ul><li>We still live in an email-centric world </li></ul><ul><li>It moves away from the two-way media of IM and conversational blogs </li></ul>
  6. 6. How RSS and PR can work together <ul><li>Obviously, start posting releases via RSS </li></ul><ul><li>Link to your own blogs and monitor your clients’ blog postings </li></ul><ul><li>Subscribe to journalists’ and PR blogs and thought leaders ( Check out Tara’s search here : </li></ul>
  7. 7. What about wikis? <ul><li>A way to enable two-way conversations </li></ul><ul><li>Razorfish is doing this for its staff/clients </li></ul><ul><li>Use tag clouds/blogs/photo sharing, etc. </li></ul><ul><li>Wiki MSPs: Wetpaint, Confluence , Google/Jotspot, . </li></ul><ul><li>IBM’s Connections , Jive’s Clearspace also interesting alternatives </li></ul>
  8. 8. So how do I get started? <ul><li>First, understand the mechanics of RSS </li></ul><ul><li>Let’s examine the three different pieces: </li></ul><ul><ul><li>The URL of the feed itself </li></ul></ul><ul><ul><li>How to read RSS content </li></ul></ul><ul><ul><li>How to create RSS content </li></ul></ul><ul><li>What the RSS file looks like in a browser </li></ul><ul><ul><li>Feed:// strom . wordpress .com/feed/ </li></ul></ul><ul><ul><li>Don’t forget that ending slash! </li></ul></ul><ul><ul><li>Some browsers want http:// instead of feed:// URI </li></ul></ul>
  9. 10. History of RSS <ul><li>Remember push and Pointcast? </li></ul><ul><li>Origins with Microsoft, Apple, and Netscape/AOL -- as a result, we have lots of standards! </li></ul><ul><li>Rich (or RDF) Site Summary (RSS 0.9x, RSS 1.0): old school and quirky </li></ul><ul><li>Really Simple Syndication (RSS 2.0): Great for building apps and inter-machine exchange </li></ul><ul><li>Atom : non-text content included and REST API too, used more for pod/vidcasts </li></ul>
  10. 11. What is inside the feed itself <ul><li>Looks a lot like XML/HTML code: </li></ul><ul><li><item> </li></ul><ul><li><title>Current blog entry</title> </li></ul><ul><li><description>Individual element description here</description> </li></ul><ul><li><link></link> </li></ul><ul><li></item> </li></ul>
  11. 12. So what does a feed point to? <ul><li>Recent blog postings </li></ul><ul><li>New podcasts or audio/video files </li></ul><ul><li>Changes to content on a Web site </li></ul><ul><li>Really, anything you want! </li></ul>
  12. 13. Subscribe to a feed <ul><li>Go to your favorite site </li></ul><ul><li>Find the RSS icon </li></ul><ul><li>Click on it and add to your feed list </li></ul><ul><li>Check once a day, lather and repeat </li></ul>
  13. 14. RSS Readers <ul><li>Web browsers: </li></ul><ul><ul><li>IE 7 </li></ul></ul><ul><ul><li>Firefox 2 </li></ul></ul>
  14. 17. RSS Readers, con’t <ul><li>Web-based (hosted services): Bloglines, Newsgator, MyYahoo, GoogleReader </li></ul><ul><li>One interesting approach: </li></ul>
  15. 21. RSS Readers, con’t <ul><li>Email client software </li></ul><ul><ul><li>Outlook 2007 </li></ul></ul><ul><ul><li>T-bird </li></ul></ul><ul><li>Dedicated RSS readers: More than you want to know at </li></ul>
  16. 22. RSS Creators <ul><li>Blogging software like WordPress, TypePad, Blogspot </li></ul><ul><li>Social sites like YouTube, MySpace, etc. </li></ul><ul><li>Podcasting sites like </li></ul><ul><li>DIY software like FeedForAll </li></ul><ul><li>Or you can use Wordpad and write your own! </li></ul>
  17. 23. RSS Marketers <ul><li>Feedburner </li></ul><ul><li>Feedcraft </li></ul><ul><li>iTunes Music Store (for podcasts) </li></ul>
  18. 24. Any questions? <ul><li>David Strom </li></ul><ul><li>[email_address] </li></ul><ul><li>(310) 857-6867 </li></ul><ul><li> </li></ul>