https://www.wsj.com/articles/the-media-stonewalls-steele-dossier-disinformation-trump-nyt-washington-post-trump-11638718026?mod=opinion_lead_pos5
‘Why don’t they just fess up and say they’re sorry?” That is the question journalists have asked about the corporate and institutional clients of my crisis-management business. It’s a question media companies should be asking themselves amid the implosion of the Steele dossier. Here we are, a few weeks after the dossier was discredited, and no one has paid a price.
Having had media companies as clients, I’ve found that when they’re under fire, they behave no differently from chemical or drug companies. Why? Because they don’t see coming clean as being in their self-interest.
Among other things, the truth can tarnish the brand and jam them up in court. So they often deny, stonewall, close ranks, and attack their critics. Two things media companies have that other businesses don’t is the ability to deliver news instantly and the mantle of moral authority.
The crisis confronting the news media post-dossier is rooted in disinformation. In the crisis business, we often do detective work to uncover the sources of disinformation leveled at our clients. The first factor in a successful disinformation campaign is an audience that desperately wants to believe something. Then you find a plausible allegation that fits the marketplace. Next, you implant an outrageous allegation within the plausible one. Finally, you find a trustworthy person, someone simpatico with media organizations, to let it rip.