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Feed the World's Press with RSS


Summary:

Microsoft recently faced allegations of co-opting an emerging web application, highlighting significant industry shifts that information professionals should heed.

Introduction:

Amid the rapidly evolving digital landscape, Microsoft has come under scrutiny for allegedly appropriating an emerging web technology. While the accusations might not be groundbreaking, they underscore transformative trends affecting the information industry.

The Dot-Com Era Revisited:

During the peak of the dot-com boom, tech giants like Netscape and Microsoft were locked in fierce competition. Amid the frenzy, a new concept, "Push" technology, promised to revolutionize how we consumed online content. Push technology aimed to deliver tailored content directly to users, negating the need for endless surfing.

For a time, "Push" seemed poised for success, with PointCast turning down a $450 million offer from News Corp. However, the model ultimately faltered, becoming synonymous with the dot-com crash. Mentioning “Push” at tech gatherings evoked memories of failed ventures and irrational exuberance.

The Rise of RSS:

Though "Push" faded, its spirit endures in RSS (Really Simple Syndication), a technology that has quietly gained traction across the web. RSS has become a crucial delivery vehicle for news sites and blogs, utilizing XML (Extensible Markup Language) for content distribution.

What's pivotal about RSS is its ubiquity; it powers major platforms like Google News and Yahoo! News. Enthusiasts can even subscribe to niche feeds, such as Snopes.com’s top urban legends or insights into the mead-making industry from GotMead.com.

Implications for Public Relations:

For PR professionals, mastering RSS is essential. Major news aggregators eagerly accept press releases in RSS format, streamlining tasks like press clipping automation. Even smaller sites are adopting RSS, signaling its integral role in the dissemination of information.

The Microsoft Controversy:

Recently, Microsoft sparked outrage with plans to label RSS feeds as "web feeds" in future Internet Explorer updates. Critics accused Microsoft of rebranding the technology for its gain. However, the uproar subsided as it became clear that most users were unaware of RSS's functions, and competitors like Google and Firefox had already simplified RSS terminology.

Conclusion:

The real story isn't in Microsoft's branding attempt but in the integration of RSS within Internet Explorer. Regardless of its name, widespread support from industry leaders like Microsoft is vital for RSS to continue thriving.

Microsoft remains a key player in the browser market, and its endorsement could further propel the proliferation of RSS, solidifying its role in the way we consume online content.

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