Fake media on the rise again
Media Stable's managing director Nic Hayes warns of the rise of seemingly legitimate publications that are, in fact, branded content aggregators passing themselves off as a credible news platforms.
If you have any form of professional profile online, I am confident that you have been a target for online scammers that claim to get you in publications for a fee.
For some people they can get up to three uninvited posts a day on Linkedin, Instagram and Facebook and these seem to prey on the small and micro business owner. If you are an ASX listed CEO you are less likely to be approached than a small property developer.
Unsolicited social media posts will be very complimentary saying things like:
Hey … came across your profile on the founder hashtag – looks like you are doing some amazing work!
Wanted to connect as my team and I are putting together a campaign for The Australian Business Journal, titled “10 Australian Women Leading Business in 2025”.
If you are interested in more details, let me know and I’ll send them over.
The Australian Business Journal is similar in name to The Wall Street Journal but they could not be more different. One is a reputable international news house and the other is a branded content aggregator passing itself off as a credible news platform.
You will be invited to respond if you are interested, and who would not want to be recognised as one of 10 Australian Women Leading Business in 2025? Maybe not me as I do not fit the gender requirement, but if you do fit the bill it would be hard to knock back.
This is where the fee ranging from $350 to $5000 will be presented along with the requirements that you write your own copy and supply your own picture.
I get the appetite and desire to be in the media as a credible source, an expert, a commentator of your sector, a known entity. It is what I have been doing for fifteen years: getting ‘earned media’ for experts and commentators in media. The credibility, the amplification of brand, the trust and authority you build is enormous. If it were easy, we would all be doing it.
There are so many factors that play into building a media profile that starts with primarily your credentials as an expert. It involves good timing, relevance, a network of influential contacts, strong relationships, a rock-solid reputation, practiced skills as a communicator and storyteller, and understanding the media cycle.
In 2021, I authored an article for Mumbrella on the rise of fake media and the deceptive behaviour of those purchasing from them.
After that period the practice seemed to have softened, but it is on the rise again with two of these lists published in as many days: Behind the Mic, 10 Australian Podcasters Influencing 2025, and 9 Rising Australian Authors to Watch in 2025.
The content creators that are featured seem credible and interesting. Some of their behaviour online, highlighting and celebrating a paid listing, is not so credible. There are several examples of the creators drawing attention to lists without mentioning their role in paying for it. With some of them, you’d think they had won an Oscar.
It is likely the people featured never heard of the publication before they bought their spot in it, and it also seems likely they are relying on their audience to not understand its commercial nature.
Nic Hayes
To the credit of The Australian Business Journal, it is now putting “Branded Content” at the end of the article.
Buying your way into the spotlight through paid media can serve a purpose in getting your brand and message across, but if you want to be seen as a trusted expert with credibility and integrity, you need to be honest with yourself and your audience. Passing off ‘paid media’ as ‘earned media’ is the real issue here and that behaviour must cease immediately.
Nic Hayes is the Managing Director of Media Stable, host of The Experts podcast.
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