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Journalists and reporters for media outlets, both traditional and new, are definitely an important segment of the digital lifestyle. Thanks to the growth of RSS feeds for easy syndication of online news, journalists now rely on new media channels more than phone or fax as a means of generating fresh content. (RSS allows users to access and be alerted of content that is frequently updated.) In fact, more than 92 percent of journalists working at newspapers, magazines, and broadcasting outlets nationwide use the Internet for article research, and 81 percent of those journalists search online daily (Crowell, June 2004). (More about how to reach online journalists in Chapter 7.)

RSS technology has been traditionally used by news professionals to syndicate content online primarily by organizations such as Reuters, CNN, PR Newswire, Business Wire, and the BBC. These providers allowed other websites to incorporate their headlines or headline-and-short-summary feeds under various usage agreements. Today, anyone with a website, blog, press release, product announcement, or other marketing promotion can benefit from RSS technology, and because there are so many niche content sources now available, using RSS feeds to send out targeted content is an excellent way to get results. RSS feeds are proving more effective to advertisers than email marketing because it is such a new and uncrowded medium. (More about RSS advertising and how to implement an effective online PR campaign in Chapter 7.)