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Why RSS matters to Public Relations

Radio displaced print as the dominant media format because it’s easier to listen then it is to read. Still, in the media relations business, text remained the dominant marketing communications format, since only a handful of clients could afford to produce and distribute their message through electronic media channels.

RSS makes it possible for public relations agencies and corporate pr professionals to leverage the Net as their own custom electronic media distribution network. RSS news feeds — which are essentially a form of XML for syndicating news and information online — are for PR the first practical solution for establishing and maintaining your own 24/7 network for the distribution of text, audio and video.

Today, Yahoo announced the official launch of their new video search engine. Yahoo is indexing video on the Net with RSS, and inviting video content publishers to submit their own RSS feeds. The best public relations agencies will see this as a chance to build sustainable communications channels for their corporate clients by developing compelling, innovative programs that go beyond the press release to attract key audiences with on-demand programming.

According to Richard Waters, who writes about the Yahoo launch in today’s Financial Times, Yahoo is soliciting RSS feeds to build critical mass quicker, so that visitors can find enough content choices to make the new service worthwhile.

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