In an era where news moves faster than ever, companies, PR agencies, and online platforms are vying for attention. But in recent years, a troubling trend has emerged: Fake or misleading “research” is being used as bait to get backlinks from legitimate news websites.
These reports often come in the form of press releases with flashy headlines like “Best Cities for Culture in Europe” or “Top Destinations for Food Lovers.” While they appear to offer valuable insights, many of these so-called studies are riddled with errors, misinterpretations, or outright falsehoods. At the heart of it all is a simple objective: to get free backlinks for the client mentioned in the release.
How Do These Fake Research Reports Work?
Here’s how it typically unfolds: A PR agency, often hired by a company, conducts “research” and sends a press release to its media contacts. We daily receive “research articles” that claim to rank the best cities for museums, food, or cultural experiences based on specific data points. At the end of the release, there’s usually a request: “If you use this story, please credit and link to [Client’s Website].”
On the surface, it seems like a win-win — news sites get fresh, ready-to-publish content, and the agency’s client gets exposure. However, problems arise when the research is deeply flawed, or the data sources are unreliable.
Need a laugh? Check this out: Florence Has Zero Museums!?
A press release from a London-based PR agency claimed to list the top European cities for cultural experiences. Shockingly, Florence, Italy — one of the world’s most iconic cultural capitals — ranked 15th on the list. Why? According to the release, Florence has “zero museums.”
Anyone familiar with Florence knows this is laughably false. The Uffizi Gallery, Accademia Gallery (home of Michelangelo’s David), and countless other world-class museums fill the city. How did this mistake happen?
When questioned, the PR agency defended its data, saying it used the website Museums.eu as its source. However, the site lists Florence as “Firenze” (the city’s Italian name), and the PR agency seemingly failed to make the connection. This simple oversight resulted in one of the most absurd claims in recent travel news. (Obviously, we didn’t publish this news article and will not publish such in the future)
Istanbul Has Only 9 Museums?
Another obvious error in the same release involved Istanbul, a city with a rich history spanning thousands of years. According to the PR firm’s research, Istanbul has only 9 museums. However, the issue was traced back to the same flaw — Museums.eu often lists museums by district names, such as “Sarıyer, Turkey” instead of “Istanbul, Turkey.”
While a travel editor or journalist familiar with these destinations would spot the mistakes immediately, many news sites might publish the article as-is. It’s a cautionary tale of what can happen when quantity is prioritized over quality in the rush to push out fresh content.
How Non-Travel Brands Sneak Into Travel News
In the rush to secure backlinks, PR agencies are now pushing travel-related content sponsored by companies with no logical connection to travel. But it’s not just PR firms driving this trend — YouTubers and digital marketers openly share this strategy online.
Tutorials and “how-to” videos reveal step-by-step guides. The goal is to bait legitimate news websites into publishing the content with a backlink to the creator’s website.
It’s not uncommon to see articles on travel news websites that, at first glance, seem perfectly legitimate. But a closer look reveals an odd pattern — the “source” of the research is often an online casino, a furniture retailer, or even a law firm that claims the best in travel.
Other recent examples include an SEO company releasing “The Best Destinations for Digital Nomads” — a topic they have little authority on but one that can still earn them valuable backlinks from travel sites. Then there are online retailers commissioning research on “Which Countries Travel the Most,” with no clear reason other than to promote their brand name.
The strategy is simple: create “research” that’s easy for journalists to publish and request a backlink in return. While it may seem clever, it’s a growing headache for editors and publishers who are expected to separate genuine insights from manufactured PR stunts.
Why Do News Sites Fall for It?
The answer lies in the modern content cycle. With newsrooms under constant pressure to publish quickly and stay ahead of competitors, press releases offer a quick, low-effort way to fill content gaps.
Editors and journalists are often juggling multiple assignments at once, and when faced with a pre-written article that only needs minor edits, it’s tempting to hit “publish.” After all, the research appears credible, and the agency behind it often has a professional appearance. But as seen with the Florence and Istanbul blunders, appearances can be deceiving. This issue is even more pronounced when the editor reviewing the content isn’t a specialist in travel. On major news platforms like the Daily Mail or The New York Times, travel-related press releases may be handled by general news editors, increasing the risk of publishing flawed information that a dedicated travel editor would likely catch.
How Do PR Agencies Benefit?
Some PR agencies’ ultimate goal isn’t just media coverage—it’s backlinks. A backlink from a well-respected news site boosts the client’s SEO (search engine optimization) rankings. More backlinks mean higher visibility on Google, which drives more traffic and, ultimately, more revenue.
To achieve this, agencies design reports on “hot topics” that are likely to grab headlines, such as cultural destinations, foodie hotspots, or best beaches. But as we’ve seen, the quality of the research is often questionable, and in some cases, the data seems manufactured solely to fit the narrative.
At FTNnews.com, we don’t just publish every press release that comes our way. We carefully review each one for accuracy and authenticity. When we spot suspicious claims, like “Florence has zero museums” or “Istanbul has only 9 museums,” we dig deeper. We also know which PR agencies and emails frequently send out flawed or unrealistic stories. These agencies and their releases are flagged for review. If their research doesn’t hold up, it doesn’t get published.
Our goal is to keep our readers informed, not misled. So the next time you see a “Best Destinations” ranking, remember that not all research is created equal.