Fake news has been around for many years. Just visit Snopes.com, a site that debunks or validates viral news stories. You’ll find a vast archive of alternative facts going back decades. (Al Gore did not claim to have invented the internet, for example.) But something has changed recently. Fake news has become more than just a harmless annoyance. It is almost certain that the circulation of fake news had an impact on the 2016 election. It is also likely to have an effect on the practice of PR itself.