RSS is a "pull" medium. Readers must elect to receive or pull in specific content via a RSS reader. For a company this might mean sending out press releases to those editors or customers who’ve expressed an interest in specific product or technology.
By comparison today's more traditional media (television, newspapers, radio) are good examples of “push” media where the same information is broadcast or “pushed” out to many readers, irrespective of their specific interests. While the concept of this new “pull” media may sound pretty threatening to some companies, its strength lies in the very granting of permission of those who choose to receive it. Those who elect to pull in your content are going to be the ones who really want to read it, and there is great power in that.