Media News

The company PR person who doesn’t exist

April 1, 2026

Posted by Chris Roush

Laith Al-Khalaf of The Financial Times writes about  Emilia Carrière, the head of communications for restructuring firm Coots & Boots.

Al-Khalaf writes, “Alphaville called the firm’s reception and asked for Carrière. We were told nobody by that name worked at the company. We followed up with an email asking to set up a chat with her, but to date have received no response. Perhaps she has taken a trip to Lake Orta.

“We widened our search, but it appears Carrière has no LinkedIn profile — odd for someone who has spent over a decade in PR and whose second name literally translates to ‘career’. Nor is there any trace of her elsewhere online.

It seems possible that Carrière is not real. One online AI detection tool put the odds of her picture being computer generated at 97 per cent. Oh dear.

“It hopefully goes without saying, but if you are Carrière, or know her, please do get in touch.”

Read more here.

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