In today’s fast-paced social media world, readers rarely dive deep below a headline. “Farmed tilapia is less nutritious than a donut” and “Study confirms farmed salmon more toxic that wild fish” are headlines that have been shared around the world, with effect.
This presentation will review two case studies that, while foundationally baseless, have undoubtedly influenced a negative perception. How do we go from a study that confirms all salmon species (farmed and wild) are a fraction of national guidelines for contaminants of concern, to a headline that claims “toxic”?
The presentation will end with best tips on preventing shock headlines, interrupting negative stories, and driving for positive headlines.