Keeping abreast of the news agenda is obviously crucial to any PR or comms professional. But when I came across this headline the other day I was quite literally stopped in my Google News tracks. Firstly I felt quite apprehensive for 3.30pm on Wednesday to roll around - note to self: apply some anti-wrinkle cream on Tuesday. Secondly, I felt excited at the prospect of a romantic Thursday and a fun Friday…

…Or did I? No, of course not. Instead I felt quite the opposite. Seriously, what is the world coming to? And more importantly, how is this actually deemed to be newsworthy?

Headlines like this are all too familiar. Research related or otherwise, here are a few classics.

- Playing computer games can help beat childhood obesity, study finds

- Norway goat cheese fire closes tunnel

- Could just one can of diet fizzy drink make taxpayers' money impotent?

We're not foolish, (well most of us aren't) obviously headlines are there to reel us in. And, to give this particular story some credit, I did read on. But the more subtly ironic headlines I read, the more I wonder if they are now actually intended to be taken seriously. For instance, take the computer game example. I had visions of a child sat on the sofa, barely exercising their thumbs, however, upon reading the full story it became apparent that actually it's the dance mat games that help beat obesity. Obviously, I should have known - *slaps forehead with palm*.

As the integrated world of media and communications continues to evolve, research and striking headlines all form the basis of a strong and engaging story. The media landscape will always be littered with questionable headlines, some of which we struggle to find any sense of purpose - we can't (and shouldn't) stop that. But what we can do is ensure that those we create are insightful and engaging, without bordering on useless or downright ridiculous.

@ZoeBevis