From a G2B Group white paper:
RSS holds the promise of becoming a key part of a company’s media relations strategy and execution. As much as Federal regulations, corporate strategies, competitive concerns, and partner relations allow, your company can consider setting up a blog and posting news release teasers or even headlines and synopses hours or maybe a day prior to transmission. This could be reasonably expected to elevate users’ perceived value of subscribing to your RSS feeds, which would help in terms of interest measurement and create a closer relationship between your company and those it most wants to influence.
Supported by creative strategies and judiciously applied traditional media relations techniques, news syndication through RSS offers one of the most intriguing possibilities for Internet-supported corporate communications.