Table of Contents
Introduction to the Revised Edition ix
Section I How Scandal Has Changed (and How It Hasn't)
Chapter 1 The Fiasco Vortex 3
Chapter 2 When Scandal Went to Sleep 23
Chapter 3 "Monetizing Humiliation" 37
Chapter 4 Brittle-Why and How Goliath Became David, Part 1: The Syndrome 56
Chapter 5 Brittle-Why and How Goliath Became David, Part 2: The Mindset 80
Chapter 6 Social Media Is the Problem, Rarely the Solution 96
Section II Who Do You Think You're Spinning?
Chapter 7 The Eight Most Baseless Crisis Management Clichés 111
Chapter 8 The Three Apologies 134
Chapter 9 The "Spindustrial" Complex 144
Chapter 10 The Myth of Reputation Management (Whatever That Means) 160
Section III The Physics of Controversy
Chapter 11 Controversy Shortcuts and Cascades 177
Chapter 12 The Ingredients of Scandal 203
Section IV Redefining What It Means to Win
Chapter 13 The Controversy Iceberg 223
Chapter 14 Fewer Gurus, More Grown-ups 236
Chapter 15 Panic and the Current News Vortex 266
Chapter 16 Navigating Woke 282
Chapter 17 The "Aspartaming" of Crisis Management-and Some Practical Advice 297
Acknowledgments 317
Index 319
About the Author 335