By now, you've heard of Weblogs. You may even be convinced about how blogs can improve communication with existing and potential customers by providing a sort of window on the world to your business.

Over the last six months, blogging has gained recognition and understanding in the corporate world. However, there's still some confusion around a complimentary, equally useful technology called RSS.

What is RSS? RSS—which stands for really simple syndication, or rich site summary, depending on who you ask—is a technology that lets you publish news over the Internet and "push" it out to interested readers. RSS is published in feeds or channels, and is read using a new category of software called news aggregators or readers.

RSS is often mentioned alongside blogs because blogging software automatically generates RSS feeds. While the two technologies are a natural fit, RSS has wider uses and is quickly being adopted by businesses as a new communications channel and an efficient way to distribute information.

From press releases to event announcements and customer memos, syndicating content with RSS offers a way around spam filters and ensures that interested parties receive your company info.

Still, PR and marketing professionals are slow to adopt RSS. Many of you may believe it's too difficult or too technical. Perhaps the information you've read about RSS has scared you away.

RSS can be an easy, viable way to publish corporate information. Here are five key reasons for adopting RSS as part of your communications strategy.

1. Avoid spam filters

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Fergus Burns is the CEO of Nooked (