In a fast-moving world that feeds on a 24-hour news cycle and spreads outrage like a virus, one wrong decision--or one bad tweet--can destroy a good reputation. Beloved celebrities can become pariahs. Ordinary people can become infamous. If you were ever caught up in today's media grind, you and your life's work could easily become fodder for TV talk shows and vicious Internet commentators. So how would you react? What would you do? Michael Sitrick, the internationally renowned crisis manager to celebrities and CEOs, shares some of his highly sought-after advice on how to save your reputation in today's high-stakes media game. Lauded by The Los Angeles Times as "The Wizard of Spin," Sitrick gives readers the inside scoop on several national scandals faced by his big-name clients and outlines the basic principles of good crisis PR.