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"So the theory says... we jump in front of the bullet?" Marcus asked.

"We need to bury this," Marcus said, his voice cracking. "We issue a press release on Monday when the markets are better prepared. We deny the severity until we have to admit it. It’s a glitch. Let’s call it a glitch." "So the theory says

"Look at this," Elena said, turning the screen toward him. "Johnson & Johnson, 1982. The gold standard. They didn't wait. They didn't hide. They pulled millions of dollars of product immediately. They used what the book calls the 'Discourse of Renewal.' They prioritized public safety over profit." "We issue a press release on Monday when

If you are looking to study these concepts without purchasing the full textbook, the following resources provide extensive, free-to-view content: Crisis Communication Management - Cognella Title Catalog Let’s call it a glitch

Marcus stopped pacing. He looked at the screen, then at the monitors showing the rising anger on social media.

Proposed by William Benoit, this focuses on reputation repair strategies—such as denial, evading responsibility, or mortification (apology)—used after a crisis has occurred.