Have you ever heard of Rebecca Leigh?

She’s a respected biochemist and science educator. She also boasts a wide-ranging level of expertise, regularly giving her two cents on subjects such as employee benefits and music streaming. But, Rebecca Leigh, according to Press Gazette, is an AI bot that managed to hack its way into US news sites by posing as an expert.

Last month (April 7), Press Gazette published an expose on fake AI experts that squirmed their way into the press. This has given PR cause for concern, as dwindling newsrooms and the competitive edge of getting a client — especially a new client — quoted will potentially become that extra bit harder.

Journalists around the globe are now painfully aware, and rightfully paranoid; is the person you’re emailing really who they say they are? This is good news for the quality of digital journalism, but it could be bad news for public relations.

Stranger danger

Luana Ribeira, founder of Dauntless PR points out: “If journalists start questioning whether an expert even exists, they’re more likely to dismiss real pitches or require excessive verification. It slows down the process and damages the credibility of the entire industry.”

Indeed, James O’Connell, partner at Mayo Wynne Baxter outlines that in very serious cases, “the AI fakery could lead to a criminal conviction for misleading consumers under the Consumer Protection from Unfair Trading Regulations 2008, or even in more serious cases, prosecution for fraud under the Fraud Act 2006”, and people could face a further legal bashing from the Advertising Standards Authority (ASA) if a fake AI expert is used in a commercial context.

These fake experts, or ‘f-experts’ for want of a better term, present a conundrum for PR and their clients. Journalists, who are often short of time and chasing down deadlines, may stick to people they actually know, which could mean your relatively unknown client’s comment could get discarded.

As Ribeira adds: “It may be that journalists become more hesitant to accept cold pitches from individuals and stick to pitches from reputable agencies."

Meanwhile, PR professionals are being asked to jump through additional steps to prove their client actually has a pulse.

Jack Jolly, digital PR lead at Add People reveals: "Thanks to AI, I'm seeing first-hand a rise in journalists asking for headshots, LinkedIn, and biographies when providing an expert comment-style story.”

Jolly’s colleague, digital PR manager Damon Culbert adds, “I expect a huge rise in requests for socially-verified content from platforms like TikTok, where journalists can see the client/expert first,” he says journalists are “more wary” of AI-generated experts.

And, it’s not just time and mistrust at risk, as Paul Maher, CEO of Positive warns: “If we don’t fix this now, the line between journalism and junk content will blur beyond repair.”

A unique opportunity

But, there is a unique opportunity for PR in this digital muddle. It could actually improve media relations.

Despite the initial shock to the system following Press Gazette’s coverage, as covered in PRmoment at the time, public relations practitioners are now able to further prove their value as a trusted partner to editorial teams.

As unlikely as it sounds, the rise of the machines and the misuse of AI could be bringing journalists and PRs closer together.

Maria Loupa, senior PR consultant and founder at Loupa PR offers: "If anything, the news highlights more than ever the value of PR, and the importance of close collaboration between PR professionals and journalists to tackle this issue.

“As we continue to navigate the new AI era, our role as strategic partners for clients and journalists alike, and our critical thinking, is key to future-proof our industry. It can lead to stronger connections with the media, as we capitalise on the unique traits that make us human."

Adam Brannon, senior content strategist at Herd says: “In the short term, this could make it harder to land quick quotes, but in the long term, it reinforces the value of genuine expertise, and to me, this is a good thing.

“In a media landscape where trust is absolutely everything, authenticity is the new currency – and I’m all here for it.”

And Chloe Walden, senior partner at Kith and Kind adds: “Relationships, coupled with a deep understanding of what makes a strong story, have always been at the heart of PR. In a world where AI can make you question everything, the importance of these two things will only increase.”

Building trust

This harmonious relationship, like everything in the media world, will not come for free. It will require a little bit of graft from the PR industry, as practitioners advise that trust will need to be built — and clients will have to play ball.

Olivia Lott senior digital PR consultant says clients who want to stick to a 'set-it-and-forget-it' approach to PR will lose out. She says: “Brands that see PR as something they should actively collaborate on will succeed.

“For PR professionals, this could mean more media training for their clients, more efficient comms with their clients' in-house or third-party experts, diary access to schedule interviews, and more robust media kits with proof of experience and credentials."

Those who invest time in building credible profiles, through thought leadership, verified credentials, and consistent, insightful commentary, will stand out more than ever.

For PRs, the message is clear: do your homework. Pitch subject matter experts who have a track record and a point of view. Back up your outreach with solid sources, real-life experience, and media-friendly insights. And don’t forget to be ready to verify who you're representing.

While, global PR, marketing and copywriting specialist Kellie Whitehead highlights: “PR professionals themselves can provide clear and verifiable credentials for their sources. By proactively offering expert credentials, such as LinkedIn profiles, links to publications, and broadcast/video appearances alongside their commentary, it should be easy enough for even time-strapped journos to do enough due diligence on sources.”

AI deception is nothing new, but the bottom line is that with a bit of grit and determination, PR will be able to put a positive spin on things.

They may even be able to meet the toe-curling “what journalists do you know” question from clients with a smile once again.