Table of Contents:

- Foreword: Bullet-Proofing Your Brand, by Jack Trout . xi

- Introduction to the Second Edition: Things Change, Things Stay the Same . xv

- 1 The Life Cycle of a Brand . 1

- 2 What’s At Stake? Here’s the Quick Answer …Maybe Everything . 13

- 3 The Quintessential Crisis Team: Two Approaches . 27

- 4 The Crisis Plan: From Action Points to Talking Points — and Back to Action . 39

- 5 Handling the Print Interview . 51

- 6 How to Survive the Broadcast Media Pit Bulls . 65

- 7 Secret Weapons, Open War: Optimized Internet Strategies as a Litigation Tool . 75

- 8 A Whole New Ballgame: How Blogs Have Taken Crisis Communications to the Next and Unprecedented Level . 81

- 9 Food, Drugs, and Money: Communications in an Age of Heightened Regulatory Prosecutorial Activity . . 103

- 10 The Family Jewels: Media Strategies in Product Liability Crises . 131

- 11 Special Agendas…Gearing Press Relations to Specific Crisis Areas . 153

- 12 Another Crucial Complication…How Cultural Differences Affect Media Management Across Borders . 165

- 13 Law Firms in Trouble: Unique Media Strategies for a Unique Market . 175

- 14 The Immense Significance of Offense in Crisis Communications Today . . 191

- Conclusion...Sort Of . 201

- Appendix A: Litigation Planning Guide . 203

- Appendix B: A Crisis Management Primer for In-House Counsel . 211

- Appendix C: Crisis Scenarios . 219

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