The Big Think

May 29, 2015

I Fooled Millions Into Thinking Chocolate Helps Weight Loss. Here’s How.

Filed under: Humor and Fun — jasony @ 2:55 pm

I Fooled Millions Into Thinking Chocolate Helps Weight Loss. Here’s How.: “With the paper out, it was time to make some noise. I called a friend of a friend who works in scientific PR. She walked me through some of the dirty tricks for grabbing headlines. It was eerie to hear the other side of something I experience every day.

The key is to exploit journalists’ incredible laziness. If you lay out the information just right, you can shape the story that emerges in the media almost like you were writing those stories yourself. In fact, that’s literally what you’re doing, since many reporters just copied and pasted our text.”

Something to keep in mind the next time the media reports a “new study”.

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