As this article discusses, fake facts are a growing crisis in the digital age, there are more ways than ever to broadcast them.  With the low cost of publishing online, lies spread quickly.  As PR practitioners know, there needs to be fast-twitch response to combat falsehoods, but even that might not be enough.  Who is to say your version is correct and not spin?  How do you verify your own facts to skeptics?  There are few good ways to do it and clever liars vitiate the truth easily.  That is why PR should always put a premium on accuracy.  If one has a reputation for telling the truth without fear, there is credibility with key audiences.  On the other hand, those who don’t know you are still open to believing lies, especially if they have the ring of truth.  Patrolling online media is harder than ever, especially for companies and individuals with a broad consumer recognition.  

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