This is very important to PR practitioners because they can get their information straight to their public and not worry about going through the media. When PR practitioners send press releases to the media they hope to get their information out to their public through a story the media writes about them. However, if the media does not think their story is worth writing about or sharing, they can simply set it aside and write about something else. Through RSS the media does not have a say on whether your information gets sent to your customers because it gets sent directly to them.
This is a great tool for PR practitioners because of its simplicity. If the customers wants to know more about you all they have to do is click on the RSS icon and information could get sent to them daily. PR practitioners need to talk their company into using RSS. It is a good way to feed your information directly into the people who want to know more about you.