Smithfield Foods used a newspaper ad to attack the media. Here’s how it’s done—and why—in 12 tweets.

Smithfield is the second major meatpacker to place an ad in national newspapers during this pandemic. Unlike Tyson, which used its ad to lobby the president and sell the public on a message about potential meat shortages, Smithfield took a different page out of the reputation-management playbook: Discredit media reports about viral spread in processing facilities.