Prepare for the advance of the self-proclaimed web professionals
In the digital age, the internet is brimming with a multitude of sites, some of which claim expertise in various fields such as consumer finance, college loans, technology, and health. While these sites may boast improved designs over time, it's crucial to remember that not all of them have significantly increased their expertise.
Journalists have a responsibility to prioritise their duty to their readers and the truth over acting as a publicity resource for these sites. The marketing aim of many sites is to establish an authority stance, often sending pitches offering entire views, with the expectation that busy reporters may use them, providing instant credibility. However, it's important to push back and verify the expertise of individuals from these sites.
When evaluating a new website, or even an established one, consider its credibility, the quality of its content, and whether it aligns with your values and the story's relevance. Be cautious of sites that offer entire views to journalists, as they may be overly confident and lack nuance.
People on these sites may make strong statements to attract journalists, but it's essential to verify the information provided by these sites and ensure it is accurate and truthful before using it in a story. Marketers often establish "expert" sites with the intention of gaining credibility, and while some specialty sites with specific expertise can be good sources, ensure they are the best for your reporting.
It's a mistake to use these sites without verifying the information they provide. When a new website approaches a journalist for attention, it is important to tread carefully to avoid associating with sources that could negatively impact one's reputation.
To help in the evaluation process, check the domain registration date of a site using the Icann domain look-up. If a site has recently been created, it may be worth investigating further before relying on it as a primary source.
Lastly, avoid using prepared responses from these sites as they often lack nuance and depth. By adhering to these guidelines, journalists can maintain the integrity of their work and ensure they are providing accurate and reliable information to their readers.
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