So spreading the word then is something all writers have to do to a lesser or greater degree (I think how much depends on what the writer wants to achieve and how much they are comfortable about doing). But what about our characters? What word do they want to spread?
Well firstly, they will want to make it seem as if their view of the world is reasonable, whether it is or not! Well written villains will have good reasons for being the way they are/acting the way they do (though there is considerable flexibility over what "good reasons" there are! It is, of course, good from their viewpoint!).
Secondly, especially in the case of a villain, they will want to "do down" any form of opposition so their word gets suppressed.
Thirdly, what media exists on your created world and who controls it? Who is it answerable to? When asked to spread the word by a government, does it automatically do as it is told? Whose words do get heard in your fiction and why?