By Lewis Oakley, Head of Broadcast, Milk & Honey PR
Public relations. The clue has always been in the name. This profession is built on relationships: real ones, between real people and grounded in trust. A journalist trusts that the spokesperson we put forward actually exists, is who they say they are, knows their subject and will show up. A client trusts that we will represent them with integrity. Trust is the foundation that supports everything PR is built on.
The rise of AI-generated fake experts and news is not just a media problem; it’s a PR problem. The industry’s response tells us something important about where value in this profession actually sits.
Integrity check
Reach, publisher of the Mirror and the Daily Express among others, has created a trusted list of hundreds of PR and news sources to tackle the spread of falsehoods and fakery. In addition, it’s created a bespoke tech platform called The Detective. This AI-powered verification tool: assesses whether spokespeople are real; identifies those that are not; and can block offenders entirely.
This is a significant move by one of the UK’s largest publishers. When a major media group is deploying AI to catch fake AI, the scale of the problem is clear. For me though, the story here isn’t the tech, it’s the fact that in an AI age, they’ve turned to trusted and very human relationships as their first line of defence. The PR industry and brands should take note.
PRCA assurance
PRCA accreditation tells brands and outlets that an agency has to meet stringent criteria.
The PRCA’s Consultancy Management Standard, for example, demands annual independent auditing of agency practices ― including adherence to global standards and its code of conduct. These measures aren’t self-policed ‘guidelines’ but rather commitments that distinguish professional consultancies from anyone who can open an email account and fire off a press release.
The CMS audit covers financial management, client handling, staff development and ethical practice. It is, in effect, an independently verified proof of legitimacy that predates any publisher trust list by years.
The irony is that the industry has always had a credentialling system. The fake expert crisis has simply made its value more visible.
People (and preparation) count
It’s a communications environment that’s accelerating a shift in how journalists want to work with PR. The static press release with a polished quote is under more scrutiny than ever. What journalists increasingly want is access to real people who can hold a live conversation: answer the question that isn’t in the briefing note, respond to the follow-up and bring genuine knowledge and opinion rather than a generated plausibility.
It’s an opportunity for responsible agencies ― but also puts an onus on spokespeople to be properly prepared for their appearance in the media spotlight. Being prepared is what turns a media opportunity into a media result.
Are we ready for the truth?
Reach’s trust list is one chapter in a much larger story. Across media, the response to AI-generated content is an intensifying demand for verifiable human credibility.
For agencies that have always prioritised substance, standards and real relationships, this is the environment we have been building towards. The shortcuts are being closed. The value of doing things properly has never been more evident. The fake experts are being filtered out.
The question for all responsible agencies is, are our real experts ready for the scrutiny that comes next.
Milk & Honey PR is a B Corp certified international communications agency network, with offices in London, New York, San Francisco, Munich and Singapore. Our B Corp reaccreditation reflects our ongoing commitment to meeting rigorous standards of social and environmental performance, transparency, and accountability.
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