Really Simple Syndication

Really simple syndication (RSS) is a collective term for technologies used to automatically and efficiently broadcast content across the Internet to individual users. Public relations practitioners who manage websites, blogs, news portals, or multimedia content may establish an RSS feed to transmit information from these sites. Users who wish to receive updates from such sites choose to subscribe to these RSS feeds, typically by clicking on an RSS icon on the website or by entering the feed's URL, or hyperlink, into an RSS reader. The RSS reader, or aggregator, is software that enables the user to view information transmitted from websites.

RSS technology emerged in the mid-1990s. Organizations such as Netscape and the British Broadcasting Corporation (BBC), among others, worked to develop tools and file formats that would enable them to proactively and regularly “push” information to interested users. The standard file format for an RSS feed is XML, or extensible markup language. This format makes it possible to publish information once, yet have that same information viewed by many people using different platforms and programs.

An RSS feed, or news feed, enables organizations to stay in frequent contact with individuals who are interested in the latest news and developments. Likewise, individual users benefit from an RSS feed by regularly receiving new information without having to repeatedly check the organization's website or multimedia platform for updates. Users may subscribe to multiple RSS feeds, enabling them to receive timely updates from many organizations, all in one place. Additionally, users may protect their privacy using RSS feeds, which allow them to receive information without having to provide an email address or other personally identifiable information.