CLICKBAIT: Catchy Content or Corrosive Communication?

By Kelly Charles-Collins, Esq.

This is an off-cycle edition but it's a topic I could not wait to share.

Clickbait has become a common tool to draw readers in.

A catchy headline promises a reward for the click, but what happens when this marketing tactic seeps into high-stakes communications?

The answer is simple yet profound: it can distort the message and lead to unintended, often harmful, consequences.

Recently, I came across a post with a clickbait title that promised an insightful discussion on equity. The author’s intent was undoubtedly positive—she aimed to highlight her actions as just and equitable.

However, the connotation of her chosen words in the title starkly contrasted with the context of the story, ultimately undermining the very subject she intended to support.

This incident got me thinking about the delicate balance between drawing attention and maintaining the integrity of our messages.

Clickbait, while effective in garnering clicks, can corrode the trust and clarity essential in high-stakes communication.

In matters of equity, inclusion, and other critical issues, the words we choose carry immense weight. They not only convey our message but also reflect our values and intentions.

Intent vs. Impact

One of the fundamental principles I emphasize in communication is: it’s not the intent but the impact that counts. Despite her good intentions, the impact of the author’s words was harmful. Those who understood the underlying message felt the weight of the miscommunication, while others, misled by the enticing headline, took away a different, perhaps less critical perspective.

In high-stakes situations, especially when discussing sensitive topics, the impact of our words can be far-reaching. Missteps in communication can perpetuate misunderstandings, reinforce stereotypes, and ultimately harm the very individuals or groups we aim to support.

The Responsibility of Communicators

As communicators, especially those of us who speak on critical issues that impact the lives and livelihoods of others, it’s our responsibility to ensure our messages are clear, respectful, and true to our intentions. Leveraging marketing tools like clickbait may draw in readers, but we must ask ourselves: at what cost?

Here are a few strategies to maintain the integrity of your communication:

?? Align Your Headline with Your Message: Ensure your title accurately reflects the content. Misleading headlines can erode trust and distort your message.

?? Consider the Connotation: Words carry power. Think about the connotations of your chosen words and how they might be perceived by different audiences.

?? Focus on Impact: Always prioritize the impact of your words over the intent. Reflect on how your message will be received and understood by those it affects most.

?? Engage in Reflection and Feedback: Before publishing, seek feedback from trusted peers who can provide insight into how your message might be received.

In a world where clicks and views often seem to measure success, let’s not lose sight of the true purpose of our communication: to inform, to connect, and to inspire positive change.

Let’s use our words to build bridges, not barriers, and ensure that our messages uplift rather than undermine.

Until next time, remember ...

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About the Author Kelly Charles-Collins, Esq., MBA:

Affectionately known as The Speaker Mogul, Kelly Charles-Collins, is a high-stakes communications expert and strategist who empowers teams and women to communicate with power and influence. An acclaimed employment law trial attorney and award-winning TEDx speaker, Kelly's insight shapes influential thought leaders and communicators. Her expertise, has been celebrated in media outlets like ABC, NBC, CBS, Forbes, and Fast Company, and she’s been recognized as a LinkedIn Top Public Speaking Voice and a 2-time Most Inclusive HR Influencer Award winner. Her books, including "Unapologetic AF" and "Convo Catalyst," offer real-world and practical perspectives for growth and impact.