By Hannah Kelly, Editor, Business Wire Paris
Clickbait is the term used to describe web content that uses sensationalist headlines in order to generate click-throughs, and often goes hand-in-hand with a lack of quality or accuracy. Clickbait manipulates the “curiosity gap,” enticing readers with an “unpredictable” story through an intriguing title that does not match the resulting story.
It’s become a topical subject of late, with Ben Smith, Buzzfeed’s Editor-in-Chief announcing in November that “Buzzfeed Doesn’t Do Clickbait”, and the creation of The Onion’s satirical website, clickhole.com, almost a year ago. Readers are becoming increasingly exasperated by misleading titles and anticlimactic articles, and a backlash movement has been created. This lead to events such as Facebook declaring that it was taking measures to remove clickbait from the platform and the creation of the ingenious Twitter account @SavedYouAClick, which currently has over 187,000 followers.
So it seems the internet’s largest content creators have decided: clickbait is over.
But if this is true, why do news releases still work? Why is it, in this world of short attention spans and long titles, the news release still catches the attention of media, consumers, analysts, decision makers and more?
Simple. It’s trustworthy.
- A news release headline will always tell you exactly what you’re about to read. Be it “Company’s Earnings up by 7%” or “Company Nominates Person as New Vice-President,” there are no surprises. The essential information is presented straight away, and the article will contain a more detailed explanation.
- A news release will include contacts. Want to query something? Find out more information? Discuss an event? At Business Wire, the inclusion of a valid contact (verified by our team) is non-negotiable. This allows the reader, whether they are an analyst or a future customer, direct access to the right person within the company.
- It provides additional context and content. In past years, PR professionals would have to plea to media outlets to include a link back to their company’s website. However, this is rapidly changing. More often we now see reporters linking back to a client’s news release within their articles. This new step allows the readers to read the factual news from the company, while they present their view within their article.
- Arguably the most important aspect of all – publisher credibility. News releases are the origination point for any story. Reporters utilize this as source data, the raw data they need to tell a story.
So the news release lives on, victorious in its integrity and straightforwardness – and Business Wire can help you to be a part of the reputable news release collective. Because after all, honesty is the best policy.
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