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

 
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Useful Links from Today's Show

Brewdog Condemns Utterly False Press Release Offering Free Beer to Trump Supporters from PR Week
The Four Horsemen of the PR-pocalypse from Paul Sutton

 
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