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The PR Crisis Bible is designed to protect a CEO's reputation by stopping the problem where it begins: in the mind of the CEO. It shows CEOs how the new media rules have changed the world and it demonstrates the right ways to respond to today's instant scandals, unsubstantiated reports, Internet rumors, and other crises. It pinpoints the reasons why CEOs get themselves into trouble, and shows how to turn a disaster to advantage. Today, CEOs must avoid the "seven deadly sins of handling a crisis," says Robin Cohn, because even if they had nothing to do with a problem, it ends up in their lap.