{"id":7654,"date":"2019-07-26T08:00:17","date_gmt":"2019-07-26T12:00:17","guid":{"rendered":"https:\/\/www.newswire.com\/blog\/?p=7654"},"modified":"2019-08-07T12:53:05","modified_gmt":"2019-08-07T16:53:05","slug":"are-clickbait-subject-lines-acceptable-in-pr","status":"publish","type":"post","link":"https:\/\/www.newswire.com\/blog\/are-clickbait-subject-lines-acceptable-in-pr","title":{"rendered":"Are Clickbait Subject Lines Acceptable in PR?"},"content":{"rendered":"\n<iframe width=\"752\" height=\"453\" src=\"https:\/\/www.youtube.com\/embed\/oTARoWDAXwA\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe>\n\n\n\n<p>Headlines are everything. Horrible headlines <em>will<\/em> <em>not<\/em> get your content opened. A good one attracts and motivates readers to open your email and continue on with your call-to-action. The same is true for your press releases and public relations content. You need a captivating headline or subject line that gets your content read. An easy way of doing that? Clickbait&#8230;<em>but<\/em> is it acceptable to use?<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What is Clickbait?<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img decoding=\"async\" src=\"https:\/\/www.newswire.com\/blog\/wp-content\/uploads\/2019\/07\/Highres_Adelaine-Emoji-Clickbait.gif\" alt=\"\" class=\"wp-image-7698\" width=\"327\" height=\"327\"\/><\/figure><\/div>\n\n\n\n<p>Clickbait is essentially a false headline. <\/p>\n\n\n\n<p>It\u2019s a headline or subject line that entices people to click on it but then doesn\u2019t deliver the information promised. The false advertisement may work from time to time in content marketing, but <em>not<\/em> in your PR. Consistently creating clickbait headlines will annoy people, essentially ruining the chances of your PR being picked up, or even noticed. <\/p>\n\n\n\n<p>The main purpose is to attract and encourage people to click on the link regardless of the truth. Accountability is lost when using clickbait headlines, hence why using it in PR is frowned upon. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Avoid Clickbait?<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">It\u2019s Unprofessional<\/span><\/strong><\/h4>\n\n\n\n<p>There are many other ways to write exceptional headlines and subject lines without lying or misleading your audience. <\/p>\n\n\n\n<p>Learn those copywriting tactics. <\/p>\n\n\n\n<p><em>For example<\/em>: Inserting a number in your headline or subject line attracts attention. Make a promise, ask a question. Just make sure that the headline matches the content in your press release, article, post or email.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">You\u2019ll Harm Your Relationship<\/span><\/strong><\/h4>\n\n\n\n<p>It doesn&#8217;t matter if you are emailing people on your newsletter list or contacting the media, sending a clickbait subject line will cause you to lose trust with the recipient. And <em>trust<\/em> <em><strong>is<\/strong><\/em><strong> <\/strong><em>key<\/em> to building a relationship with the media and your customers. <\/p>\n\n\n\n<p>People buy from businesses they trust. Journalists talk about businesses they trust. So why try and ruin the relationship? You can entice them to open your email without sounding too arrogant by adding a clickbait subject line. Appeal to them through a more personable matter by<em> not <\/em>lying just to get that open. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">It\u2019s Lazy<\/span><\/strong><\/h4>\n\n\n\n<p>Again, there are many other ways to write effective subject lines. Do the work. Test and track your audience response and change your approach if needed. <\/p>\n\n\n\n<p>When pitching a story idea to the media, consider being <strong>100% transparent<\/strong>. Clickbait is a <em>very<\/em> vague, but attractive way to get someone to open your message, or begin reading it. But, once they begin reading, they realize 9 times out of 10 they have been fooled. Creating a catchy headline that has nothing to do with the body of your message is a lot easier than creating a captivating headline that is relevant. <\/p>\n\n\n\n<p>Try it!<\/p>\n\n\n\n<p>This article&#8217;s headline could have been called, &#8220;EXCLUSIVE PR OFFER TO GET YOUR COMPANY ADVERTISED IN TIMES SQUARE&#8221;, but that&#8217;d be too good to be true. Not to mention, too easy. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">It\u2019s Impersonal<\/span><\/strong><\/h4>\n\n\n\n<p>Finally, one of the best ways to get people to open your email and respond positively to your subject line is to <em>make it personal<\/em>.<\/p>\n\n\n\n<p>If you&#8217;re emailing a list of people who are receiving your newsletter, this may not apply. But, if you are emailing the media, you can easily personalize the email by mentioning their name somewhere in the subject line. When people use a clickbait subject line, they often do not bother to personalize the message since they are not taking the time to connect one on one.<\/p>\n\n\n\n<p>If you\u2019re emailing media representatives, you can make it personal by spending some time researching what they write about. You may include how you\u2019re connected or if you\u2019ve had any interactions prior to your email. Personalization can help you get your story covered.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p> Clickbait is never the answer to your PR goals and efforts. Writing a well-crafted headline or subject line can take some work but it\u2019s worth the effort. Building trust and a professional relationship with the media can be invaluable in getting the PR that you want. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Headlines are everything. Horrible headlines will not get your content opened. A good one attracts and motivates readers to open &#8230;<\/p>\n","protected":false},"author":17,"featured_media":7697,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1019,15],"tags":[1595,1600,18,1596,1597,1598],"class_list":["post-7654","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-seo","tag-clickbait","tag-clickbait-headline","tag-pr-writing","tag-public-relaitons","tag-public-relations-tips","tag-what-is-clickbait"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7 (Yoast SEO v25.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Are Clickbait Subject Lines Acceptable in PR? | Newswire<\/title>\n<meta name=\"description\" content=\"Clickbait has become a well-known phenomena to attract readers and views. But, what happens when you use it in PR? 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