PR agency laments the death of the headline

PR agency laments the death of the headline

Charlotte Stoel

Charlotte Stoel

Spotted via Twitter, I found this article in the Washington Post particularly interesting. It discusses the evolving newsroom in the US which also brings challenges that resonate on this side of the pond. He makes two very good points:

Point 1 - Back in the day, a traditional newsroom had three types of jobs: reporter, editor and photographer. With the rise of all things digital, new titles have appeared: multiplatform idea triage specialist and deputy director of word-flow management and video branding strategy, to name a few. Is there really a need for fancy new titles that mean nothing to no one? What does a multiplatform idea triage specialist actually do?

Point 2 - Online headlines are no longer designed to catch the reader’s eye. What they are designed for is SEO, and they’re often changed to something utilitarian – as I have demonstrated in the title of this post. Can you imagine The Sun without their brand-defining (and often funny) pun headlines? So we don’t forget what we could be missing, here are a couple of great ones taken from Friday’s paper:
- We’ve saved her ass (the story about rescuing the parasailing donkey)
- Fish Fingaaghs (the story about a man accidentally filleting UK’s rarest fish)
- Stumphenge (the story about the timber ring found near Stonehenge)

It is interesting to see how the internet has affected the business of journalism, but let’s hope that the things that make “traditional media” special don’t get pushed aside in the digital wave. I firmly believe there’s room for both.

This post was written by Charlotte.

Share this story:

Read more from the blog

Blog

SAG-AFTRA Strikes and the Ripple Effect on AI Adoption

The influence of the recent SAG-AFTRA strikes extends far beyond pay. Driven by concerns over fair compensation and working conditions, the strikes have highlighted broader issues surrounding the relationship between technology (AI in particular) and labour. ...Read more

Emily Royle
Emily Royle
Blog

From potato to progress: Addressing communication breakdowns

Miscommunication and misunderstanding are part and parcel of life. They happen often, and if corrected in good time, no big deal. But what happens when there’s a communication breakdown that is left unaddressed? The relationship breaks down too. ...Read more

Charlotte Stoel
Charlotte Stoel
Blog

Pan-European PR: It’s so much more than translation

We often consider translation to be at the heart of communicating across borders - but Pan-European PR is so much more. ...Read more

Megan Hogg
Megan Hogg

Add a comment

Time limit exceeded. Please complete the captcha once again.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information