BuzzStream Digital PR and Link Building Podcast

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Veteran Journalist shares the SECRET to Landing Media Coverage in 2026
Episode 40
Wednesday, 29 April, 2026

Veteran journalist and freelancer Rob Waugh joins Vince Nero to pull back the curtain on what's really happening in media and digital PR right now. With nearly 30 years in the industry — from the Daily Mail to The Telegraph to Yahoo News — Rob has a uniquely sharp perspective on the fake expert epidemic, AI-generated pitches, and what it actually takes to get coverage in 2026. If you're in digital PR, this one is required listening.⏱ Timestamps:00:05 – Intro 02:05 – Are fake experts a new problem, or just a bigger one?04:34 – The real danger: AI hallucinations spreading misinformation06:51 – Are journalists using AI to generate story ideas?12:00 – UK vs. US PR: key differences in approach15:42 – How Rob uncovered the fake expert story (Barbara Santini)20:57 – What old-school newspaper journalism taught Rob about what makes a story25:58 – What PR pros should be pitching in 202630:36 – How to find the hook: always pitch the headline36:31 – If Rob ran a digital PR agency, here's what he'd do🔔 Subscribe for more digital PR insights, tips, and interviews: Here's a link to the full post: https://www.buzzstream.com/blog/fake-experts-podcast/🛠 Try List IQ — our free AI-powered media list building tool: https://www.buzzstream.com/listiq/🔗 Connect with Rob Waugh on LinkedIn: https://www.linkedin.com/in/rob-waugh-38731a23/📰 Read Rob's work on Press Gazette: https://pressgazette.co.uk/author/robwaugh/