I was wondering whether RSS could become a daily tool for PR Pro in the management of our PR campaign. I feel there is a lot of potential applications for it but wanted to hear an expert giving me his vision on this topic.
Below is the interview:
Can you explain RSS in few words for people who never heard about it?
What main difference do you see between RSS and email or newsletter ?
RSS is not a replacement for email or newsletters. RSS is a complimentary communications channel.
"I wish public-relations people would get with the program, too. If they'd only start creating RSS feeds of releases, journalists and the public at large could see the material they want, and the PR industry would be able to stop blasting huge amounts of e-mail to people whose inboxes are already over-cluttered. Of course, there will continue to be a use for e-mail in PR, but the volume could be cut substantially."
How can PR people create added-value thanks to RSS for their client campaigns?
The PR agency can manage their clients RSS channels, and provide the monthly RSS measurement information to demonstrate the business value of such an initiative to the client.
Can you generate RSS feeds by category/type of information or is one feed supposed to
gather all information?
Do PR boutiques need the help of webmaster/developers to implement/generate RSS
fields, or does Nooked provide specific tools?
The RSS channel content is managed independently, thus avoiding the requirement of the webmaster to constantly change items on the website, thus lowering the total cost of ownership on the client to Nil.
It is easy to follow emails and to know if they are read or even only received by the target, but how is it possible to track subscription to RSS feeds?
Nooked also provides built in support for services such as:
- PubSub - PubSub is a matching service that instantly notifies you when new content is created that matches your subscription
- Feedster - dynamically monitors the world of RSS
- Syndic8 - place to come to find RSS and Atom news feeds on a wide variety of topics.
- My Yahoo
What kind of information are you able to provide to PR agencies that have to give
feedback/statistics to their clients on their campaign using RSS?
“Brings websites to the user, who otherwise would have to chase the website”
What is the main strength/advantage of RSS?
- RSS is not subject to spam blockers and email filters
- Users get news when its news – no checking websites and waiting for monthly or quarterly newsletters.
- RSS is private and secure
- RSS is reusable
- RSS is measurable through Nooked
- RSS is been recommended by many journalists as the preferred way of communicating with them.
What is from your point of view the next evolution in the use of RSS?
- Microsoft have announced and provided demos of RSS within Longhorn, Outlook and Explorer
- Yahoo now supports RSS within its My Yahoo offering
2005 will be the year of RSS adoption growth – with Nooked assisting PR agencies and their clients joining the RSS movement.