PRWeek has released a podcast with David Higgerson, chief content officer at Reach, publisher of The Mirror, The Daily Express, and OK! Magazine, discussing how the organisation is cracking down on fake AI ‘experts’.
The podcast follows the announcement that Reach is compiling a directory of trusted, whitelisted PR agencies in an effort to ensure that only verified and reputable PR firms are associated with its publications.
At Cavendish, we’ve been exploring authenticity for some time. For brands, comms professionals, and journalists alike, especially in the age of AI, authenticity has quickly become one of the most pressing issues in the industry.
Our Authenticity Advantage work has highlighted, that in a world shaped by misinformation, its little surprise that trust has shifted from something assumed to something that must be earned.
The launch of this whitelist database, that all 1,800 of Reach’s journalists can access, offers a glimpse into how newsrooms continue to evolve and the development has triggered a lot of online discussion. One thing Reach is making clear is that it shouldn’t be viewed as a barrier but a necessity for today’s media landscape.
Watching the debate unfold is fascinating and raises the question of whether this marks the beginning of a more formalised era of trust and if other publishers will decide to follow?
At Cavendish we believe consistency, transparency and meaningful action are the fundamentals of our business and this move is a timely reminder that some of the oldest skills in communications are still the ones that matter the most. Find out more about our services here.
