Everyone understands the importance of shaping a story, but few are as shrewdly proficient at manipulating the media as L.A. crisis manager Mike Sitrick--Fast Company

What do you do when the reputation you've built over decades is destroyed in a day?

In the court of public opinion, you're rarely innocent until proved guilty, and your enemies don't have to play by the rules.

Any misstep can blow up into a worldwide embarrassment on Facebook and Twitter, land on the front page of the New York Times, and bring down a CEO, a business, or a celebrity. You need a smart strategic response. You need Mike Sitrick.

In this book, Sitrick reveals the secrets that have made him America's preeminent crisis communications expert.

You'll see how the PR legend and his team guided clients like the estate of Michael Jackson and Papa John's Pizza through the media-fueled fires of scandal, while helping others, like Roy Disney and the filmmakers who exposed the Russian Olympic doping scandal, achieve justice. You'll learn Sitrick's Ten Rules of Engagement and his thoughts on no comment, social media, public apologies, and more.

The question isn't whether you'll face a crisis one day, especially if you are at the top of your game. The question is what will you do when crisis comes? Don't let a lie get repeated until it's fact, festering forever on Google. Don't let a damaging truth, stripped of nuance and context, damage your reputation forever. Follow the Fixer.