#36 How AI is Changing Journalism: PR, Ethics & Fake Experts with Rob Waugh

AI is being used to create fake experts and manipulate media – and it’s changing journalism forever. In this episode of the Digital PR Podcast, Louise Parker and Steve Baker speak to journalist Rob Waugh, whose investigations have exposed how AI tools are being used to create fake personas, fake commentary and fake credibility. Rob reveals how he uncovered these stories, what’s driving the rise in AI fakery and why it’s a growing threat to trust in media. Together, they explore the line between smart SEO and unethical manipulation, the role of PR in keeping journalism honest and what the future holds for expert commentary.

00:04:52 – The SEO Incentive Behind AI Fakery We dive into how (and why) some brands and agencies are creating fake personas to gain backlinks, mentions and E-E-A-T signals.

00:10:25 – Where the Ethical Line Gets Crossed Rob discusses the real-world consequences of AI-generated quotes and why trust matters.

00:13:33 – How Newsrooms Are Responding With limited resources and mounting pressure, journalists are under strain. Rob reveals how publishers are introducing verification systems to tackle the problem.

00:29:48 – How to Rebuild Trust Between PRs and Journalists From being honest about sign-off processes to meeting in person, Rob outlines what helps a PR become a trusted source and what kills that trust instantly.

00:42:12 – Google AI Mode & the Publishing Apocalypse We discuss how Google's shift to AI answers is already slashing publisher traffic and why media businesses are bracing for impact.

00:56:00 – Final Thoughts & What’s Next Rob hints at upcoming stories, reflects on the erosion of newsroom resources, and shares where to follow his work (and send anonymous tips).

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

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