The 48 Laws of Power by Robert Greene is a must read for understanding this dynamic and others. In the case of spreading rumors the 39th of 48 'Laws of Power' applies:
Stir up waters to catch fish
Anger and emotion are strategically counterproductive. You must always stay calm and objective. But if you can make your enemies angry while staying calm yourself, you gain a decided advantage. Put your enemies off-balance, find the chink in their vanity through which you can rattle them and you hold the strings.
Stir up waters to catch fish
Anger and emotion are strategically counterproductive. You must always stay calm and objective. But if you can make your enemies angry while staying calm yourself, you gain a decided advantage. Put your enemies off-balance, find the chink in their vanity through which you can rattle them and you hold the strings.