This is the must-have guide to crisis communication strategy and reputation.

With a sweeping new chapter -- "Close to the Edge" -- REPUTATION FIRST SECOND EDITION: Building a Crisis Communication Strategy looks at dramatic crises and reputation issues of 2023. With Sidebars to take a closer look at digital and other media coverage of the three most controversial corporate crises of 2023 -- Bud Light, Norfolk Southern and Adidas -- it reveals the drama that threatened sales and the very futures of those leading brands. It is the definitive book on crisis communication, providing insights from experience and scholarly research in order to build a strong corporate reputation long before a crisis emerges.

Taking special note of the testimony by the presidents of three leading universities at the recent Congressional Hearing, Dr. Scott wrote that the ensuing leadership crisis "underscored the need for a crisis communication plan."

Dr Scott went on to say: "Reputation First Second Edition: Building a Crisis Communication Strategy would be a good primer for leaders of universities and other organizations, including both corporate and religious."

"Legal preparation is not sufficient. The presidents seem to have been prepared for courthouse decorum but found themselves bullied in a manner they had not anticipated. Their preparation should have included a review of the items on the institutional risk management matrix. These include reputation along with legal, compliance, information security, and disaster recover, among others," he continued.

Dr Scott added: "In summary, leaders are responsible for the assets of an institution or organization, and reputation is a particularly valuable asset. We must guard it with all we can because it will make a difference in the recovery from a crisis. It will provide us with the benefit of the doubt during a troubling period, something the presidents testifying before Congress lacked. Chris Komisarjevsky provides a roadmap for preserving and enhancing reputations that can provide a benefit of the doubt at a critical time."

Dr. Scott advises public and private university and nonprofit organization boards and presidents on issues of governance, leadership, strategy, community engagement, assessment, risk, and succession planning.

Virtually every organization faces a crisis. This book is an invaluable guide to C-Suite and other corporate leaders, along with communication, public relations and marketing professionals who believe in the importance of reputation as they advise and implement strategies to prepare for and handle a crisis.

• Foreword by Gene McCarthy, Chairman of the Board, FootBalance System Ltd.
• Afterword by Pat Ford, University of Florida, College of Journalism and Communications.
• Cover and Interior design by Alexia Garaventa.