Looking for publicity opportunities is easy thanks to the internet. I use an RSS reader to monitor several websites’ content in one place. RSS, which is explained best by the BBC, allows you to scan the headlines for several sites without actually visiting them.

This makes it simple for me to keep a look out for publicity opportunities for several of our clients who prefer a more reactive approach.

RSS will become more important over the next 12 months. It is built into the new Windows Vista, so those sites who don’t do feeds yet will be forced to introduce them. That includes this site – I’m having this blog moved to Wordpress soon, so we can take advantage of RSS feeds, plus other features like commenting, permalinks etc.

PS The RSS reader I use is Protopage. It’s simple, drag and drop, and web based, meaning I can use it from any computer in the world.