Similar to the way Dan Rather got his “fake but accurate” documents.
Lieutenant Colonel Jerry B. Killian rises from the grave...
Rather’s troll was a little more bigly. CBS tried to keep the narrative going after it was discovered to be fake. They were under the assumption that the other media outlets would prop them up. The longer you keep the narrative going, the more the sheeple will believe it. But they ended up losing the narrative when it collapsed under its own weight due to the hoax. In true media fashion, they were the last to know it had collapsed and embarrassed themselves AND all the news media in general.
Rather ended up driving a stake in its heart with the famous “fake but accurate” line. He all but admitted to biased reporting. In some ways, it resembled WWE President Vince McMahon admitting Pro Wrestling was a “work”.