<ul><li>Fake or exaggerated stories can spread fast online.</li><li>People share things that make them angry or surprised.</li><li>Even when corrected, false information keeps circulating.</li></ul>

2. How Lies Spread Quickly

<ul><li>Manipulators use media to serve their own interests.</li><li>This can harm public trust and spread misinformation.</li><li>The book raises concerns about honesty in journalism.</li></ul>

6. Media Ethics Are Questionable

<ul><li>Many news stories begin on small, less trustworthy blogs.</li><li>These blogs prioritize speed over fact-checking.</li><li>Bigger media outlets often copy stories without verifying them.</li></ul>

4. Small Blogs Start Big Stories

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<ul><li>Once a lie is out, it’s hard to fix.</li><li>Corrections don’t get as much attention as the original false story.</li><li>People often believe the first thing they hear.</li></ul>

7. False Stories Stick

<ul><li>Technology is changing how media works.</li><li>We need honest journalism and smarter readers.</li><li>Both media creators and consumers must aim for higher standards.</li></ul>

10. The Future of Media

<ul><li>Media uses shocking and emotional headlines to grab attention.</li><li>They focus on controversy because it gets more clicks.</li><li>The goal is to make people react, not necessarily to inform.</li></ul>

1. Media Tricks You for Attention

<ul><li>Companies and individuals plant stories to influence what people think.</li><li>They create buzz by leaking controversial topics.</li><li>This strategy helps control the public narrative.</li></ul>

5. Shaping Public Opinion

<ul><li>Media makes money through ads based on how many clicks they get.</li><li>Sensational stories bring more clicks than boring truths.</li><li>Accuracy often takes a back seat to profits.</li></ul>

3. Money Drives the Media

<ul><li>Not everything you read online is true.</li><li>Check facts and avoid sharing stories that seem fake.</li><li>Be a responsible reader to stop misinformation.</li></ul>

9. Think Before You Share

"Whoever controls the media, controls the mind."

"Journalism is what we need to make democracy work."

<ul><li>Companies need to respond quickly to negative media.</li><li>Being open and clear helps reduce damage.</li><li>Ignoring the problem can make things worse.</li></ul>

8. Handling Bad Press

The cult classic that predicted the rise of fake news—revised and updated for the post-Trump, post-Gawker age.   Hailed as "astonishing and disturbing" by the Financial Times and "essential reading" by TechCrunch at its original publication, former American Apparel marketing director Ryan Holiday’s first book sounded a prescient alarm about the dangers of fake news. It's all the more relevant today.  Trust Me, I’m Lying was the first book to blow the lid off the speed and force at which rumors travel online—and get "traded up" the media ecosystem until they become real headlines and generate real responses in the real world. The culprit? Marketers and professional media manipulators, encouraged by the toxic economics of the news business.   Whenever you see a malicious online rumor costs a company millions, politically motivated fake news driving elections, a product or celebrity zooming from total obscurity to viral sensation, or anonymously sourced articles becoming national conversation, someone is behind it. Often someone like Ryan Holiday.   As he explains, “I wrote this book to explain how media manipulators work, how to spot their fingerprints, how to fight them, and how (if you must) to emulate their tactics. Why am I giving away these secrets? Because I’m tired of a world where trolls hijack debates, marketers help write the news, opinion masquerades as fact, algorithms drive everything to extremes, and no one is accountable for any of it. I’m pulling back the curtain because it’s time the public understands how things really work. What you choose to do with this information is up to you.”

Understand yourself and those around you.

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Ryan Holiday is media strategist for notorious clients like Tucker Max and Dov Charney. After dropping out of college at 19 to apprentice under the strategist Robert Greene, he went on to advise many bestselling authors and multi-platinum musicians. He is the Director of Marketing at American Apparel, where his work in advertising was internationally known. His strategies are used as case studies by Twitter, YouTube, and Google, and have been written about in AdAge, the New York Times, Gawker, and Fast Company. He is the author is *Trust Me, I'm Lying: Confessions of a Media Manipulator*, which is due out in July. He currently lives in New Orleans, with his rebellious puppy, Hanno.

JIM MORRISON

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