This post first appeared in Anthony Bullick’s Daily Post column.
An investigation has revealed that more than 600 articles published across the UK press have quoted experts linked to a single brand, with serious questions now being raised about whether some of those commentators actually exist.
The scale of the story has sent a jolt through both newsrooms and communications teams, with perceived authority created, distributed, and accepted with surprisingly little scrutiny.
For brands, the implications are significant. Being associated with a spokesperson whose authenticity is later questioned doesn’t just create embarrassment, it risks long-term reputational damage.
There are also clear commercial consequences.
Much of the activity in question was connected to digital PR and SEO, and with the coverage being pulled, it’ll result in search visibility nosediving as links are removed and trust signals disappear overnight.
Audiences, stakeholders, and journalists are becoming far more alert to anything that feels manufactured or fake, particularly as awareness of AI-generated content grows.
This story will only intensify that scrutiny and raise expectations.
The lesson for brands is clear: authority must be reinforced through visibility that can be independently verified.
Journalists expect to see real people with indisputable experience, a consistent public and digital footprint, and the ability to engage directly.
Understanding a spokesperson’s availability before approaching the media is critical, because if they cannot be contacted, doubt creeps in quickly.
Being quoted previously is no longer enough, and neither is a tightly written biography on a website.
In this case, many of those quoted were featured on a company “meet the team” page, yet analysis suggests a high likelihood that some profile images were fake.
Take a multi-channel approach to build authority and think beyond the written word.
Podcast appearances, whether audio-only or filmed, help demonstrate that a spokesperson is not only knowledgeable, but real. Video clips of experts attending or speaking at industry events also play an important role.
Repurpose the content across owned channels, with links added to relevant profile pages to make verification easy for journalists.
Visibility without credibility is fragile, and in a media landscape increasingly shaped by automation and AI, genuine expertise is becoming one of the most valuable assets for a brand.
Those that prioritise transparency, verification, and long-term trust will avoid the pitfalls now coming into focus and will be the voices journalists and audiences continue to rely on.