Summary of “The Real Story of the Fake Story of One of Europe’s Most Charismatic CEOs”

This is the story of how, in our classroom, we at HEC Paris created false news before anyone understood the phenomenon – and what we’ve learned about the techniques that make false news spread and stick.
Each class would create new highs and new lows – a polluted river tarnished Berden’s reputation another year.
If false news sticks, it carries real consequences for businesses.
Recent research indicates that false news is easier to spread than real news, and our 10-year experience of managing the reputations of Laboratoires Berden and Eric Dumonpierre bears this out.
In 2010 the first result for a search on “CSR manager” was a story published by a French news site called Le Post.
The students enhanced the stickiness of the false news by recycling old stories when they generated new ones.
Fact-checking sites like Snopes and Emergent document a steady stream of false news that hurts corporate reputations, such as these rumors: PepsiCo’s CEO told Trump supporters to take their business elsewhere; McDonald’s is replacing all its cashiers with robots and discontinuing the Big Mac; and Facebook launched a new algorithm that shows members the status updates from just 26 friends.
Starbucks’ sensitivity training day, which made news earlier this year, generated a whole cycle of false news about the company, including a report that CEO Kevin Johnson said, “Patrons of colorwill be allowed to move to the head of the line.”

The orginal article.