Le Monde

Bernard Arnault answers a six-part hit piece with a letter titled 'Merci'

When Le Monde ran a six-part exposé casting the Arnault family as France's 'last royal family,' the LVMH chief posted a three-page open letter thanking them. He joked through each accusation and rebutted it with facts. Shaan calls it a PR masterclass in not getting defensive.

“And this deserves a word, and that word shall be thank you. You know, I haven't been granted this treatment since I took over, you know, the company in 1984. And at that time they called me the Terminator, but I far preferred the Last Royal Family. It's far more elegant and really good for sales at Dior.”

Steal thisWhen attacked in the press, open with gratitude and humor, then rebut each claim calmly with specifics instead of playing the victim.