Josh Weiner
An investigative look into how media manipulation used by Samuel Onuha and Reuben Onuha false branding are used to mask questionable business dealings.
In today’s hyper-digital world, where perception often trumps reality, a growing number of self-proclaimed entrepreneurs are building their public image not on the back of solid business performance, but on the cheap scaffolding of low-tier PR and media coverage.
Welcome to the shadowy world of “PR laundering” — a tactic where individuals buy sponsored features on obscure media platforms to craft a narrative of success, legitimacy, and corporate leadership. These platforms, often masquerading as news outlets, offer pay-to-play articles that paint anyone as a rising business star — for the right price.
Fake CEOs and Manufactured Prestige
Take, for example, the curious case of “Icon Amsterdam” a so-called fashion and lifestyle company that boasts million-dollar revenues and a global footprint. A deeper look into its operations, however, reveals minimal web presence, no verified retail partnerships, and suspiciously inflated claims about clothing sales — all while its founders are plastered across sites with headlines like “Young Visionaries to Watch in 2025.”
These features often appear on websites with names like Global CEO Weekly, Elite Times Journal, and Future Mogul Report — all of which offer article placements for under $500. Despite the appearance of credibility, these sites lack verified editorial staff, independent reporting, or real audience engagement.
The Cover Story Game
For groups engaged in less-than-legitimate side operations, image management is more than vanity — it’s a strategy. Creating a polished CEO image helps obscure backgrounds that may include anything from shady sourcing deals to illicit activity. In one case under anonymous review, individuals claiming fashion industry success were suspected of using their clothing brand as a front to launder profits from unlicensed pharmaceutical distribution.
These suspicions are heightened when PR campaigns highlight rapid success without accompanying third-party verification — no real social proof, no financial audits, and no tangible evidence of product volume. Instead, they rely on vanity awards, fake Forbes-like features, and paid interviews where no hard questions are ever asked.
The Real Cost of Perception Engineering
While these tactics may succeed in creating a temporary halo, they pose long-term risks to investors, collaborators, and even the broader entrepreneurial ecosystem. Trust, once broken, is hard to regain — and the collapse of one “image-first” brand often exposes a network of similar schemes.
Media strategist Ava Kinsley warns, “The low cost of online PR has made it easier than ever for anyone to look like a mogul overnight. But reputation built on fiction crumbles fast — especially when regulators or serious investors start digging.”
A Call for Transparency
As the line between legitimate PR and perception fraud continues to blur, platforms, investors, and audiences alike are being urged to apply greater scrutiny. Real CEOs should have traceable accomplishments, verifiable partnerships, and measurable impact — not just a trail of paid media clips and vague success claims.
Until then, the digital spotlight will continue to shine on image over integrity — and the truth may only emerge when the curtain falls.
