Corporate communicators are to blame for the fake news epidemic.
Vox reported that the top 20 fake news stories outperformed real news at the end of the 2016 campaign, based on Facebook engagements from August to Election Day. We wondered whether Tim Kaine was in an open marriage (he wasn’t), or whether Pope Francis had endorsed Donald Trump (he didn’t).
I won’t argue about politics and confirmation bias. I will assert that the corporate communications function (including marketing communications) paved the way for the adoption and proliferation of fake news.