Cory Threlfall from PromotionsWorld.com gives his top ten reasons why RSS is so important.

1. RSS Streamlines communication.
2. Readers can Opt-In to feeds.
3. You don’t have to maintain an RSS feed.
4. You have the ability to Syndicate your content.
5. Broadcasts your Sales and Specials.
6. No filters to worry about.
7. No more “Spam” complaints.
8. You get INSTANT credibility.
9. Multiple ways to read your feed.
10. Free and Easy site promotion.

Sally Saville Hodge with MarketingProfs says the press release is outdated an mostly ineffective. Instead, she suggests:

A short, personalized email???three paragraphs at most???to the targeted journalists with a to-the-point lead-in should not only outline the storyline but also emphasize its relevance to the outlet’s audiences. This personal approach is going to have a far greater chance of grabbing the reporter’s attention than a news release that’s written for the masses.