1. Keeping Up
with RSS
In Focus: Multimedia Summary
By: Katie Moore

2. What is RSS?
Really Simple Syndication
RSS simply delivers information directly
to you through a personalized ‘news
feed’
By simply “subscribing” to your most
favorite websites, you can receive news
feed from all of the sites in one list

3. RSS 101
In order to get the “subscriptions” you need a
RSS feed reader
Most 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.

4. RSS 101
Finally, click on any RSS feed you want to
receive 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!

5. Why use RSS in PR?
Easy way to conduct competitor research
Keep up with what is “trending” in your
industry
Conduct “ego-searches”
– Similar to “Google Alerts”, except it has the
advantage of popping up in your personal RSS
feed
Saves time as a busy PR professional
Release blog posts, news releases, etc.
that delivers directly to your public’s
feeds

6. Applying the Systems Theory
According to the Journal of Business Communication,
“the systems theory views communication as a
system binder by binding the system to the external
environment, promoting organizational growth, and
goal attainment” (Almaney, 1974).
So….
The subscriber is “binding” their
preferred website into their
“binder” (RSS feed reader)

7. •Saves time •Not widely adopted yet
•Spam-free •Content can be copied
•Alternate Communication •Tracking subscribers is
Channel difficult
•Expands audience through •Some users prefer email
syndication over RSS
•Unsubscribing is simple

8. 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