NewsGator Technologies, Inc. a RSS platform company, announced a partnership with public relations firm Edelman to market a product that combines hosted, topic-based communications and conversational advertising.

The topic-based communities, called "Hosted Conversations," will offer brands the opportunity to sponsor moderated conversations on topics uniquely relevant to their products. These communities will include aggregated RSS feeds and each site will be hosted by an expert on the topic.

"Adding relevant content to online advertising in order to stimulate conversation around a brand opens up a new dimension to the medium -- a full-service offering utilizing technology and interactivity to create enhanced brand recognition, relevance and familiarity," says NewsGator CEO J.B. Holston. "This initiative is a testament to the value that RSS interactivity can provide not just to advertising, but to other forms of media as well."

Visitors are encouraged to join in the discussion by commenting on the host's posts and by publishing their own posts on a separate blog.

Click Z reported that the product can take the form of banner ads or an expandable unit where users can submit their own comments.