Dom Edge, Copywriting Manager
Once upon a time, experts always were on hand. If a journalist’s interest was piqued by a comment, PR professionals could instantly facilitate a phone call in which the expert would seamlessly build trust, strengthen relationships and enhance brand credibility in the back and forth. In media relations, this is the Holy Grail.
In just under four years, the rise of fake experts has seriously undermined trust in the media. In a scene all too familiar to journalists, a fake expert’s polished, frictionless comments land suspiciously fast. A quick verification on LinkedIn shows a slick headshot, bustling career history or myriad of connections, all swirling together to give the illusion of authority. For an under-caffeinated reporter in a stretched newsroom, their commentary says just enough to look credible and hit the wordcount.
This is where trust breaks down. Reporters must be far more thorough, going through reverse image searches, cross-checking credentials and second-guessing sources that used to be taken at face value. In the short term, this adds friction where there was once flow. In the long term, journalists become more sceptical of everything that lands in their inbox, including from genuine PRs.
Growing fragility between PRs and journalists
An expert used to be easy to spot. They had relevant qualifications, vast experience, and - importantly – stood behind what they said. But as these manufactured profiles rise, this is becoming much harder.
A journalist the Missive team recently had lunch with told us that they believed that 60% of the pitches landing in their inbox were AI generated, many of which carried quotes from fake experts. This tells us two things: that the volume is overwhelming, and that trust is already thinning.
In response, publishers are starting to draw harder lines. Reach - the publisher of The Mirror and Daily Express – has compiled a directory of trusted PR agencies, and is reportedly considering blocking emails from domains it doesn’t trust. The Press Gazette, meanwhile, has created a spreadsheet publicly naming and shaming fake experts and the brands associated with them.
Trust isn’t just under pressure at the PR-journalist level, but collapsing more broadly. According to Reuters, UK consumers’ trust in news stands at just 35%, among the lowest across 48 markets. Against such a backdrop, every artificial quote poses a huge risk. Journalists are sceptical by default, while PR brands face the daunting possibility of being filtered out – fairly or not. Once that line is crossed, it’s very hard to get back into the inbox.
What brands must do next
For any brands worried about the impact of fake experts on their PR impact, there are three steps all can take.
First, choose partners carefully. If the inputs are flawed, the outputs will be too. As more agencies experiment with AI-led workflows, the difference between responsible use and careless automation is becoming pronounced. This is where governance matters. At Missive, our AI Charter sets out a clear position. AI is used to support thinking, not replace it. Outputs are interrogated for bias, accuracy and source credibility. And importantly, we are open about where and how AI is used in our work. It needn’t be said that these principles leave no room for the creation of fake experts.
In turn, organisations should not shy away from agencies that use AI. Yes, it can be used in nebulous ways. But when used well, the technology enhances the work of comms teams, whether it’s data analysis, stress testing pitches or improving efficiency. We are strong advocates for that. But there is a clear distinction between using AI to support expertise and using it to simulate it. The former strengthens communications, while the latter undermines them. Creating artificial spokespeople, or presenting LLM-generated commentary as genuine expertise, does not move the industry forward, but weakens the credibility it relies on.
Lastly, keep in mind that there is no substitute for building real relationships. PR has always been a long-term discipline, even if the pace of the news agenda has skyrocketed. Taking the time to meet journalists, to understand what they need and to engage in meaningful conversations still matters. Not every interaction leads to immediate coverage, but it contributes to familiarity, trust and credibility over time. When a quote is received from a trusted, verified source, coverage is far more likely to land.
The surge of artificial experts is a true test of standards. In newsrooms that are creaking under pressure, credibility cannot be manufactured or automated without consequence. The solutions - prioritising transparency, accountability and genuine expertise – may be age old PR principles, but ring truer than ever for brands that wish to stand out.
If you need support building your brand's relationships with media stakeholders, get in touch. Our team helps brands deliver expert-led stories that stand up to scrutiny and deliver lasting impact.
