Reputation First Third Edition: Building a Crisis Communication Strategy

by Chris Komisarjevsky

Reputation First Third Edition devotes an entirely new chapter to an in-depth look at Boeing as the company works to move beyond one of the most devastating crises in corporate history. Chapter 14 analyzes Boeing during 2024 as it continued to face media attacks, public anger, management turmoil, financial market skepticism, senior departures, whistleblower attacks, congressional hearings and ultimately a new CEO who, the book’s author says, “has signaled a new era of determined leadership."

This book is a study of business strategy, leadership, communication and implementation of a crisis recovery plan that focuses on reputation, trust, honest discussions and the courage to make dramatic changes.

“A road map for crisis management,” wrote Dr Robert A. Scott, President Emeritus of Adelphi University, advisor and expert on governance, in his review of the Second Edition. He went on to "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. Chris Komisarjevsky provides a roadmap for preserving and enhancing reputations that can provide a benefit of the doubt at a critical time."

With extensive discussions of a wide range of corporate crises, Reputation First Third Edition is the must-have guide to business strategy and the importance of reputation.

From BP to Adidas to Bud Light to Nike to Uber, the book explores recent crises and challenges the reader to answer the question "What's at stake?" Using the technique of Sidebars to look at when The Crisis Hits and The Crisis Boils, the chapters follow media coverage to explore the blunt attacks from aggressive media, especially in an era of dramatic shifts in media influence.

After all, history shows that virtually every organization faces a crisis at some time. And all of them demand an answer to the core Why?

This book is an essential guide for C-Suite and other corporate leaders with support and guidance from communication, public relations and marketing and brand professionals who believe in the importance of reputation as they advise and implement strategies to prepare for and handle a crisis. It brings perspectives that draw on the best of corporate strategy, crisis consulting and research by academic scholars.

With a career history that spans 50 years in public relations leadership, counseling and crisis management and 23 years as an independent trustee of a mutual fund, Chris brings a strategic business approach that is built on the enduring importance of reputation as the mandate of leadership. With examples of corporations gone awry, he shows how reputation – defined as character, behavior, communication and trust – must be the foundation for long-term success.

It by Gene McCarthy, Chairman of the Board, FootBalance System Ltd.Afterword by Pat Ford, University of Florida, College of Journalism and CommunicationsBook and cover design by Alexia Garaventa.

Kindle Edition

Published January 4, 2025

About the author

CHRIS KOMISARJEVSKY retired as worldwide chief executive officer of Burson-Marsteller, one of the world’s leading global public relations and public affairs firms, in 2005, after a 35-year career in public relations. He is the coauthor of Peanut Butter and Jelly Management.