RSS~Really Simple Syndication. The key word here is simple. In today's world everyone is looking for an easier or simpler way of doing things. That has been the beauty of technology; It tends to make make things easier. But simpler? Perhaps not. Before RSS, one had to either wait for an email/newsletter or go to the website/blog for new information about an organization.
Now, PR professionals can provide journalists with new information continuously with their RSS feeds that the journalist may sign up for. It basically can bring the website to the RSS subscriber. Simple. Not only that, but it is confidential, has been said to be preferred by many journalists, complimentary, and up to the minute information, no old news. Also, this is still a relatively new technology and has so much room for growth and improvement. The possibilities are great and very exciting for those in the PR world.