Preface.

PART I.

CHAPTER 1.

Reputation Matters.

A Tipping Point.

Reputation Advantage.

CHAPTER 2.

Reputation Loss.

Reputation Erosion.

The New Reputation Rules of Engagement.

CHAPTER 3.

Second Acts.

Reputation Rising.

One Step at a Time.

PART II.

CHAPTER 4.

Rescue.

Step 1: Take the Heat—Leader First.

Step 2: Communicate Tirelessly.

Step 3: Don’t Underestimate Your Critics and Competitors.

Step 4: Reset the Company Clock.

Conclusion.

CHAPTER 5.

Rewind.

Step 5: Analyze What Went Wrong and Right.

Step 6: Measure, Measure, and Measure Again.

Conclusion.

CHAPTER 6.

Restore.

Step 7: Right the Culture.

Step 8: Seize the Shift.

Step 9: Brave the Media.

Conclusion.

CHAPTER 7.

Recover.

Step 10: Build a Drumbeat of Good News.

Step 11: Commit to a Marathon, Not a Sprint.

Step 12: Minimize Reputation Risk.

Conclusion.

PART III.

CHAPTER 8.

Return to Flight.

Reputation Loss is All but Inevitable.

Reputation Recovery Comes With No Expiration Date.

Reputation Wounds are Often Self-Inflicted.

New Reputation Perils Lie Ahead.

Reputation Radar is Not a Luxury.

Reputation Halos Do Not Make you a Saint.

Reputation is and Always Will be a Job For CEOs.

Beyond The Bottom Line.

Reputation Capital Rules.

Notes.

Index.