Rumor is a powerful medium to use. In war, it can spread out like a disease and leave the whole army in ruins. In business, it can cause wide spread damage to your customer base and employees. Rumor is effective because people in advance will respond to it. It doesn’t matter if a rumor is true or not, people are not willing to take the risk and let things happen on its own accord.
People always want to be in control of things and rumor lets them have a glimpse on the outlook of it. People respond to rumors like news and will prepare for it before it actually happens. Knowing the outcome from a rumor makes them anxious and will most likely abandon what they have and leave.
If you spread rumors about your competitors, it will eventually spread out like a fire in a forest. Not only will your competitors be disheartened, but many of their employees will abandon their company and their customers will look for another business to satisfy their needs. Crafting a well thought out rumor that responds with the current time and of the current news is the most effective.
