Lloyds Bank has come under fire for creating 2,000 new jobs. 

At first glance, you could be forgiven for thinking that this is good news - more jobs, a better service for hard-pressed Lloyds customers.  So not's what to like? 

Well, it appears that Lloyds is in fact making exactly 6,240 people redundant in front line roles, whilst creating 8,240 new roles in IT and technology.

Technically, it is creating 2,000 new jobs, but that is not the real story. It never was. 

It continues to surprise me that businesses with sophisticated and talented PR machines still think they can pull the wool over the eyes of equally talented and experienced journalists. 

Lloyds now sits with egg on its face with all future press announcements facing much greater scrutiny. It is, after all, as much a game of trust.