Part 2: At C&B, we bust these myths
Having said that from a media perspective, our role comes in play while generating content for our clients.
Talking about cars, for example, we’ve always shared a press release highlighting the features, torque and speed, hand-crafted interiors and undisputable value. This practice has since been revised with the implementation of new-age PR tactics at Cicero & Bernay. As storytellers, or PR consultants, we’ve adopted the use of clickbait which has lifted the embargo on our creativity and allowed us to share content with the journalists that doesn’t unveil the piece of news in the headline. Traditional PR is still being practised but with the ability to pique the reader’s interest, we can now take ownership of their ‘first impression.’ This includes baiting them with the headline that is out of the ordinary – Through The Launch of Their New Super Car, This Premium Brand Has Increased Their Market Share This Quarter – and is not sharing the name of the brand or their new model, encouraging the reader to click on the article to dismiss their curiosity (therefore increasing ad revenue for the publisher) and sharing the content within their like-minded social circle.
The additional benefit of this is an increase in direct customer engagement with the client. Moving on from the automotive world, let’s talk about the food and beverage industry. While sharing an announcement on the launch of a new delivery service for a reputed café, the headline can focus on a customer-centric approach – From the oven to your doorstep in 1,800 seconds – which has now increased the possibility of the customers clicking on the publisher’s link. Using linkbait within the content – hyperlinking the café’s name with their website or Zomato Online Ordering pages – we create a cross-platform benefit that achieves our goal. They have the option of ordering online through the café’s menu on Zomato or visiting their website to learn about the café.
To clarify, common headlines that fall under the clickbait umbrella, offer lists and bullet point text that is not always useful to our brands. It would be challenging, not impossible, but challenging nevertheless, to share content titled – 10 Things You Need To Know About This Café – when we’re trying to highlight their delivery services. It’s our responsibility to lead the charge and remedy the misconception of clickbait.
The online world is taking over the tangible one we live in, which is why I remain a firm believer in the use clickbait and its benefits to us, as the PR storytellers, and the clients.
Use it wisely, use it credibly.
Riya Vatnani is Senior Account Executive at Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA. |www.cbpr.me