In the space of a week or two I read Ryan Holiday’s book “Trust Me, I’m Lying: Confessions of a Media Manipulator” and then subsequently stumbled upon this BBC article about fake news.

Fake news has been a media buzzword since Donald Trump’s election in America in 2016 but it’s still the tried and true method of altering perception; for good or bad.

From a business perspective it can be difficult to focus on this long-term goal of changing/improving/evolving perceptions of our brand, business or product however, the last few years have shown just how powerful a tool it can be…