Fake experts and SEO: Journalists adopting new checks
Barbara Santini Journalists and PRs have changed their habits around verifying sources in the wake of a Press Gazette investigation which revealed that one of the UK’s most widely-quoted psychologists does not exist. Barbara Santini’s main online presence is on profiles connected with a sex toys website and CBD retailers. Press Gazette revealed in April how a PR working for these businesses duped multiple publishers into quoting Santini by responding to journalist questions posted on services like ResponseSource and Qwoted. When Press Gazette made contact with Santini via Whatsapp we were threatened with legal action if we pursued our coverage. Press Gazette has not heard from Santini’s lawyers and she has not been quoted again in the media since Press Gazette’s report on 7 April. Multiple stories have been taken down and amended. However, PR companies continue to deploy fake experts apparently using AI-generated responses. Freelance journalist Rosie Taylor explained that in response to one query via a journalist response service, she received three near-identical responses in the same email format with identical headshots, all …