Oh that's an interesting question. When I speak a different languages I switch to thinking in that language (this goes for human and computer languages). If I talk with a Russian friend, I think in Russian. When use a functional programming language I switch to thinking in functional concepts (maps, folds, list comprehension, closures). When in an OO language think about composition and so on.

So when they write that stuff I imagine for an hour they switch to "CEO mode" and think in those concepts, write things down. Then they become themselves [+].

Also the best propaganda is propaganda that is internalized, people often brainwash themselves, because it makes things easier and is much more effective than pretending to speak one thing but think another.

[+] One can argue there is no such thing as "oneself" and we are all just a sequences of such personas or roles we play. But that's for a philosophical aside.