Coping with the fake news threat

Society is at an all-time low for trust, making it harder than ever for organisations to improve consumer perceptions. So what do you do when fake news hits your brand reputation?

It was when the real news broke of iconic motorcycle manufacturer, Harley Davidson, ceasing US operations that its CEO became the victim of fake news.

Amid authentic media reporting, Harley Davidson’s Matt Levatich was quoted on Twitter calling US president, Donald Trump, a “moron” who knew nothing about economics or trade.

When Levatich responded via Harley Davidson’s Twitter handle two days later, he denounced the use of misinformation. “It’s shameful we live in a time when people create fake quotes,” he wrote. “I have not, nor would I ever speak about the President of the United States or anyone else in that way.”

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