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Jrhallett at the hyku blog has put together by far the best guide for using RSS to monitor media that I have ever seen.

Listening/monitoring is the the single most critical discipline that any 21st Century PR professional needs to practice regularly. RSS makes it a snap. Josh R. Hallett gives you at a glance all you need to know to get started. Great work, Josh.

"This is the first of what will become a series of articles on utilizing blogs for public relations. This initial installment will provide some basic instructions for monitoring the blogosphere.

One of the first steps any PR practitioner should take when contemplating using blogs is to monitor and observe the landscape first. Why monitor? Kryptonite has become the poster child for the results of not monitoring blogs for developing trends. (Steve Rubel probably has the best recap of the Kryptonite saga)

To get started you will need to become acquainted with RSS, utilize an RSS reader, search the blogosphere, then harness the power of custom RSS feeds."

Continued at hyku ...

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.