Abstract
Fake news—deliberately fabricated stories designed to go viral—poses escalating risks to corporate reputations. Traditional responses, such as ignoring false claims or issuing corrections, often fail. So what should companies do? Drawing on behavioral research and real-world case studies, the authors present a three-part framework: monitor social resonance to identify the spread and influencers of fake news early; ensure transparency by engaging stakeholders before crises erupt; and activate credible allies to reinforce the truth. A fictional case illustrates how these tactics can shift the narrative and maintain trust. In this age of disinformation, defense against fake news requires more than truth-telling—it demands building and broadcasting the perception that others also reject the falsehoods.