<p>How is Reach, the publisher of The Mirror and the Daily Express, cracking down on fake AI ‘experts’? PRWeek’s latest podcast takes a look.</p><br><p>Our guest on Beyond the Noise this week is David Higgerson, chief content officer at Reach.</p><p>Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via&nbsp;<a href="https://podcasts.apple.com/gb/podcast/beyond-the-noise-the-prweek-podcast/id1513615965" rel="noopener noreferrer" target="_blank">Apple</a>,&nbsp;<a href="https://open.spotify.com/show/0onUHcQsn5ITC1lYtW89jZ?si=c965c18c49724d2c&nd=1" rel="noopener noreferrer" target="_blank">Spotify</a>, or listen on your favourite platform.</p><p>The Mirror and Daily Express publisher&nbsp;<a href="https://www.prweek.co.uk/article/1948218/reach-whitelist-trusted-pr-firms-curb-fake-ai-experts-criticises-cision" rel="noopener noreferrer" target="_blank">last month confirmed</a>&nbsp;it was compiling a directory of trusted PR agencies, and considering blocking emails from domains it doesn’t trust, to stop the rise of fake AI ‘experts’. It followed a series of high-profile incidents reported by Press Gazette in which media titles, some owned by Reach, inadvertently quoted ‘experts’ in articles who were later exposed as fake.</p><p>Speaking to PRWeek UK editor John Harrington, Higgerson discusses how widespread the problem of fake ‘experts’ being put forward as case studies has become in the age of AI.</p><p>He talks through what Reach has been doing as part of its crackdown, including how the publisher is using AI itself to tackle the problem, and the importance of strong journalist/PR relationships.</p><p>Higgerson tells the podcast there is “no danger” of legimate comms professionals being prevented from contacting Reach journalists as part of the actions.</p><p>Separately, he discusses other recent developments at Reach, whose stable also includes OK! magazine, the Daily Star and a host of regional newspapers. This includes the growth in specialist video roles, how Reach journalists are using AI, and the impact of Google AI summaries on traffic.</p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>