JOURNAL ARTICLE

HOW TO COUNTER FAKE NEWS.

  • Published In: Harvard Business Review, 2025, v. 103, n. 5. P. 114 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: ETTER, MICHAEL; Haack, Patrick; Mariconda, Simone; Pizzetti, Marta 3 of 3

Abstract

The article focuses on the escalating threat that fake news—deliberately fabricated viral stories—poses to corporate reputations and the inadequacy of traditional responses such as ignoring rumors, demanding content removal, or issuing factual corrections. It highlights how fake news spreads rapidly and influences public perception through social proof, where individuals adjust their beliefs based on what they think others believe, even when aware the news is false. Drawing on behavioral research and case studies, the authors propose a three-part framework for companies: monitoring social resonance to detect and understand the spread early; ensuring transparency by proactively engaging stakeholders before crises arise; and activating credible allies to amplify truthful narratives and reinforce social proof. This integrated approach aims to build a resilient defense against disinformation by combining factual evidence with the perception that key audiences reject the falsehoods.

Additional Information

  • Source:Harvard Business Review. 2025/09, Vol. 103, Issue 5, p114
  • Document Type:Article
  • Subject Area:Communication and Mass Media
  • Publication Date:2025
  • ISSN:0017-8012
  • Accession Number:187287196
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