How to Make Fake News

Former American Apparel PR manager Ryan Holiday knows what it takes.

Ryan Holiday, this week's guest on Masters in Business, understands how to manipulate the media. At age 22, he became public-relations manager for controversial clothing retailer American Apparel Inc. All it took to get the media's attention was a few salacious tidbits and a tease that a celebrity was involved. His experiences led him to write "Trust Me, I'm Lying: Confessions of a Media Manipulator," kicking off his career as a writer.

Holiday, who dropped out of college at age 19, has since written six books, most recently, “Conspiracy: Peter Thiel, Hulk Hogan, Gawker and the Anatomy of Intrigue.” The book covers the salacious invasion-of-privacy lawsuit by professional wrestler Hulk Hogan (real name Terry Bollea) against news website Gawker and its founder Nick Denton. The litigation was secretly bankrolled by Peter Thiel, a cofounder of PayPal and a 10 percent owner of Facebook before it went public. The lawsuit led to a $140 million verdict against Denton and Gawker, leading to the bankruptcy of both. 

After the verdict, Holiday interviewed both Thiel and Denton, who shared key parts of the backstory of the dispute and subsequent trial. The result is a book that is at the top of the Inc.'s best-seller rankings.

His favorite books are cited here; our conversation transcript is available here.

You can stream/download the full conversation, including the podcast extras on iTunesBloomberg and Overcast. Our earlier podcasts can all be found on iTunesOvercast and Bloomberg.

Next week, we speak with James Donald, who serves as head of the emerging markets equity team at Lazard Asset Management LLC.

This column does not necessarily reflect the opinion of the editorial board or Bloomberg LP and its owners.

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