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 133
Chapter 9 The "Spindustrial" Complex 143
Chapter 10 The Myth of Reputation Management (Whatever That Means) 158
Section III The Physics of Controversy
Chapter 11 Controversy Shortcuts and Cascades 173
Chapter 12 The Ingredients of Scandal 199
Section IV Redefining What It Means to Win
Chapter 13 The Controversy "Iceberg" 219
Chapter 14 Fewer Gurus, More Grown-ups 232
Acknowledgments 263
Index 265
About the Author 273