Building and maintaining trust is essential to attracting and retaining customers. What the public sees and hears about you is crucial to building that trust. That is why the emergence of ‘fake news’ is so unsettling to businesses and individuals dependent on public trust to grow, prosper and ultimately do their jobs. What can be done in a society where it seems everyone is a reporter, judge, and critic — and a piece of fiction can be created, branded as truth and shared around the world in the blink of an eye? This one-day course will highlight the essentials of fake news: spotting it, coping with it, and growing from it — turning a potential crisis into opportunities for promotion and connection.