[S3 E3] Fake News! How Misinformation is Impacting Communications

Last week Brewdog came under fire for a story that turned out not only to be untrue, but that came from a hard-to-identify source. It is the perfect example of the challenges facing brands in a post-Trump, post-Brexit world where misinformation holds as much if not more weight than the truth.

In this episode of the Digital Download podcast I discuss the phenomenon of fake news with Alex Myers, CEO of Brewdog’s PR agency, Manifest. He candidly opens up about the circumstances surrounding the story, and we go on to talk about the impact of fake news on the media, on individuals and on communications campaigns.

Here’s what is discussed in this episode:

  • How Brewdog became embroiled in a ‘fake news’ story
  • The value of great journalist relationships
  • Why reacting fast rather than perfectly is so important
  • How social media propagates fake news
  • Why dealing in absolutes not ambiguity is vital in a crisis situation
  • Why you should take responsibility even if something is not your fault
  • What the term ‘fake news’ actually means
  • How fake news is being used across digital media
  • How journalism is being impacted by social media stories
  • What the impact of fake news is upon communications campaigns
  • Why there is now a strong argument to go to traditional media before social media


Subscribe: Apple Podcasts I Android Podcast Apps I Email I RSS


Useful Links from Today’s Show


What to do Next

I’d love to hear from you with any comments or thoughts. I read and reply to every single email, tweet or message.

If you enjoyed today’s show, please email it to a friend and/or share it on your favourite social media channels. You might also want to check out Digital Download Membership, which is like having an army of expert mentors to turn to who keep you updated with the latest digital and social media developments and provide feedback and opinions on your ideas.

And finally, it would also be very awesome and hugely appreciated if you’d be able to take a couple of minutes to leave an honest review and rating for the podcast on iTunes, as this helps others discover Digital Download.

Thanks for listening!