The rise of fake spokespeople – and how PRs can fight back

The Press Gazette has recently reported on a growing issue in PR and journalism – the rise of fake spokespeople and AI-generated case studies and quotes creeping into the media. From media publications removing AI-written freelance articles to publishers deleting articles after the Press Gazette investigation exposed dubious ‘experts’, it appears to be a growing problem.

But these are not isolated issues. It’s starting to affect day-to-day PR activity – and we’ve seen it first-hand.

A “too perfect” case study

Not long ago, we secured a national media opportunity for a client based on one of our data-driven PR campaigns. To strengthen the piece, we needed supporting case studies. We turned to ResponseSource, a trusted journalist request service, and quickly received multiple responses.

Most were decent but not quite the right fit. Then came one response that, on paper, ticked every box. But it turned out it was too good to be true after things quickly unravelled:

The spokesperson provided just one very low-resolution headshot – nothing else
When we asked for additional photos (of them and their project), they couldn’t supply any. Odd, given we live in the age of smartphone cameras and social media
Other than a basic LinkedIn profile and several media quotes, there wasn’t any other information about the spokesperson
A quick online search revealed they had been quoted in reputable outlets – but always linked back to the same SEO agency

Our suspicion? It was a fake persona and AI-generated content created purely to generate backlinks for SEO purposes. With no way to verify, we had to pull the content before it reached national media.

Journalists are doing more due diligence

Journalists are increasingly wary. We recently secured excellent coverage for our Homes Unhooked report with the Press Association. The journalist requested quotes from tradespeople to support the piece, which we happily provided after interviewing some spokespeople, along with photos.

But before publishing, they wanted to speak directly with some of the tradespeople by phone to check they were real. It took more coordination and time, but it was the right thing to do. The additional diligence ensured authentic comments and insights to support the article, which appeared in outlets like The Independent and others.

Sharing the responsibility

Fake spokespeople and AI churn don’t just waste journalists’ time, they erode trust in PR as a profession. Every time a fabricated profile slips through, it makes it harder for genuine experts and businesses to get heard.

As PR professionals, we have a responsibility to ensure that the people we put forward are authentic, accessible and credible.

How PRs and brands can fight back against fake spokespeople

It will be more and more important for PRs and brands to work together with the media to help ensure comments, information and quotes are genuine.

Here are some steps PRs and brands can take to prove authenticity and build journalist trust:

Strong digital footprint: Ensure your spokespeople have up-to-date LinkedIn profiles, company bios on the website, and ideally some presence in relevant industry publications or forums online
Consistent bios and headshots: Provide professional bios, which are consistent across websites, press releases, and social media. Always have a selection of high-quality images available too – this doesn’t just help show they’re a real person, it can help generate even better media coverage
Company context: Journalists are more reassured when spokespeople are clearly linked to a real, established business with a transparent “About Us” page, track record and strong online digital footprint. With the rise of AI tools being used for research alongside search engines, it’s important to regularly monitor and audit how your brand and spokespeople are showing up on these platforms
Accessibility: Offer phone or video interviews in addition to written quotes. This extra step builds confidence and can strengthen coverage. When our clients speak to journalists directly, this can often result in stronger articles than you might do otherwise
Real expertise: Yes, as PRs we take the time to get to know our clients and their spokespeople so we can help to shape messaging and comments, but the best insights always come from we speak to the experts themselves to get unique and bespoke commentary and opinions
Third-party validation: Case studies, testimonials, awards and references from customers, partners and trusted third parties can provide further credibility
Transparency: Be upfront about any commercial interests. Journalists appreciate honesty and are less likely to feel duped

AI isn’t all bad in the world of PR and journalism

The rise of fake personas and AI churn are linked. But that doesn’t mean that AI is purely evil in the world of PR and journalism. Some publications like The Drum are doing creative things with AI (check out its ‘Ask the Drum’ AI feature that uses their huge back-catalogue of quality journalism to help their readers answer questions), and AI tools provide lots of benefits to help PRs and journalists with tasks ranging from research and insights, through to measurement and evaluation.

And on top of that, SEO tactics – which are now being adapted and employed for generative engine optimisation (GEO) – aren’t going away – and in many cases, they have value. But fake spokespeople and AI churn risk undermining trust between PRs, journalists and the public.

By going the extra mile to validate and prove the authenticity of the experts we represent, we can protect our industry and ensure that the real voices – with real stories and expertise – gain the coverage they deserve.

Ready to put authenticity first?

At Unhooked, we believe the future of PR lies in transparency, credibility and trust. Journalists want real voices, and audiences deserve them. If you’re a brand or business that wants to build media relationships based on genuine expertise, get in touch with us to find out how we can help you:

Build a strong digital footprint for your business and spokespeople
Create authentic stories that stand up to scrutiny and are back by proof points
Secure quality media coverage that showcases your expertise