This week we discussed RSS, or "really simple syndication" as a new form of social media. This tool, part of the new frontier of "web 2.0", enables organizations to deliver information directly to their public(s). Typically, this information consists of text updates from blogs, current news, and other facets of information directly sent as a "feed" to users. Conveniently, individuals are able to pick and choose from their favorite websites to recieve this feed. This new tool opens numerous doors for PR practitioners to walk through.
First, upon searching different websites I noticed that although many do, not all contained a RSS feed. It is important that PR professionals encourage their organizations to embrace this new form of social media as a way to better communicate with their public(s). Granted, this may not be a direct form of communication that allows instantaneous feedback, it does allow feedback in different ways. For example, if an individual recieves information about an updated blog, they may read it and then go immediately post in response.
Second, much like YouTube or blogs, RSS allows organizations to shape and mold the information that they choose to be released to their public(s). PR professionals no longer need to wait to be reactive, instead, it enables the ability to be more proactive with communication which can enhance the organization's image.
Finally, RSS can help organizations "cut out the middle man". Although it is important to keep the press in the know, no longer must press releases be filtered through the media. Now, PR practitioners can send information instantly to their public(s) rather than waiting for a gatekeeper to read it, decide if they want to even release it, and if they even choose to release it then make adaptations to it.
All-in-all, RSS is perhaps one of the most important new tools that a PR practitioner can learn to utilize. They can help organizations dissiminate information instantly to their public(s), in the form that they choose, focusing on their own message. Also, it is possible to recieve feedback that can better enhance two-way communication, even if it isn't instantaneous.
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2 comments:
I really like your post about RSS because you really explained it in depth. I like how you talk about "cutting out the middle man" because it is becoming more prevalent for PR practitioners to go straight to their public and not through regular media. Great post!
You make good points about RSS. The press release aspect is a great point, how many of those things get sent and NEVER utilized. With RSS, at least someone out there might see your message!
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