It has been the great brush off used by POTUS Trump when fronted with articles he does not agree with. 'Fake news', he will drawl, waving a dismissive hand to signal that is the end of that.
But the man has a point, the internet has become littered with articles of ill repute and even less research, a symptom of a world where anyone can print off a press tag and immediately publish whatever the heck they like.
It would be amusing if it wasn't so downright scary.
In 2016 alone, readers coughed up their corn flakes reading articles that declared things like:
In the interest of full disclosure, none of those things were actually true.
But it raises the point, if there is that much content out there that lacks any truth, research or integrity saddled to it, how can you be sure what you are reading is true?
For businesses, bloggers and anyone of the bourgeois with a penchant for publication, this can be a tough challenge. Without the security of an umbrella corporation that engenders trust, your material may automatically attract more scrutiny than you would like.
To this end, it is best to think like an editor would. Credit all sources, reference your work, hyperlink to source material.
Avoid typos at all costs, because sloppy copy doesn't look legit.
Ensure your domain and social media names are up to scratch, get those blue ticks people. Because dodgy looking URLs breed distrust.
Back yourself completely with all of the contact details that your business has, put your name, email, number and any other information you feel comfortable publishing.
And always try to use quotes. Writing Joe Blogs said [insert potentially inflammatory comment here] is much harder to believe than: "Inflammatory comment here!" Joe Blogs said.