CONTENTS -- INTRODUCTION -- 1 CREATE A CRISIS TEAM -- 2 DEFINE YOUR OPPONENT -- 3 DO GOOD BY STEALTH -- 4 PULL A STUNT -- 5 SET AN AMBUSH -- 6 BE HUMOROUS -- 7 KEEP THEM WAITING -- 8 HOLD A COMPETITION -- 9 WRITE A REVERSEPYRAMID -- 10 RUN A MEDIA EVENT -- 11 CATCH THEM YOUNG -- 12 PRESS YOUR JOURNALIST -- 13 THINK SMALL -- 14 KNOW YOUR JOURNALIST -- 15 BE CONTROVERSIAL -- 16 BE PROMINENT ON GOOGLE -- 17 BE THE BRAND -- 18 DEVELOP ALL THE ANGLES -- 19 CREATE A PHOTO OPPORTUNITY -- 20 CREATE A FEATURE -- 21 WRITE A FEATURE -- 22 PIGGYBACK YOUR STORY -- 23 RUN WITH THE RUNNERS -- 24 CREATE GOODWILL IN THE SEASON OF GOODWILL -- 25 TAKE THE FIGHT TO THE ENEMY -- 26 BUILD A CORPORATE BRAND -- 27 MOVE TO THE THIRD LEVEL OF SPONSORSHIP -- 28 INVOLVE YOUR STAKEHOLDERS -- 29 SPONSOR SOMETHING IN B2B -- 30 WRITE A NEWSLETTER -- 31 TAKE CONTROL OF YOUR INTERVIEWS -- 32 LET PEOPLE RIP OFF YOUR IDEAS -- 33 JOIN A TRADE ORGANIZATION -- 34 TELL THE WHOLE STORY -- 35 WRITE A LETTER -- 36 GET YOURSELF ON THE EXPERT COMMENTATOR LIST -- 37 GIVE A SPEECH -- 38 THINK LOCAL -- 39 S**T HAPPENS -- 40 STIMULATE DEBATE -- 41 BE CHEEKY -- 42 WRITE A CASE STUDY -- 43 RUN A SURVEY -- 44 INVOLVE THE EMPLOYEES -- 45 DEVELOP YOUR NEWS SENSITIVITY -- 46 LINK YOUR PR ANDYOUR ADVERTISING -- 47 BRING YOUR ENEMIES INSIDE THE TENT -- 48 GO WHERE PEOPLE WILL SEE YOU -- 49 BE BOLD IN A CRISIS -- 50 CATCH YOUR CELEBRITY EARLY -- 51 LOOK FORWARD -- 52 FIND A FREELANCER -- 53 GET YOUR NETIQUETTE RIGHT -- 54 WATCH YOUR BACK -- 55 GO AGAINST THE FLOW -- 56 DO SOMETHING VERY, VERY PECULIAR -- 57 PUT IN SOME STYLE -- 58 BRING IN THE SCIENTISTS -- 59 DO SOMETHING INCONGRUOUS -- 60 MOVE FROM THE GENERAL TO THE PARTICULAR -- 61 MOBILIZE YOUR FORCES -- 62 LET YOUR ENEMIES TALK -- 63 TEXT YOUR CUSTOMERS -- 64 PHOTOGRAPH THE BENEFICIARIES, NOT THE BENEFACTORS -- 65 CONSUMER SCIENCE SELLS STORIES.

66 BE QUIRKY -- 67 END IN -EST -- 68 CREATE SOME "HOW-TO" TIPS -- 69 BAD NEWS TRAVELS FASTER THAN GOOD NEWS -- 70 DEVELOP A COMPANY HISTORY -- 71 GIVE A GIFT THAT REALLY DOES SOMETHING -- 72 PROFILE YOURSELF IN WIKIPEDIA -- 73 JOIN LINKEDIN -- 74 USE TESTIMONIALS -- 75 AUCTION SOMETHING -- 76 SPONSOR SOMETHING FOR YOUR CUSTOMERS -- 77 PUT YOURSELF ON YOUR WEBSITE -- 78 CHECK OUT THE BLOGS -- 79 PARTNER WITH A CHARITY -- 80 ENTER COMPETITIONS -- 81 BECOME SUSTAINABLE -- 82 USE TECHNOLOGY FOR CRISIS MANAGEMENT -- 83 GET THE SEARCH ENGINES WORKING FOR YOU -- 84 GET YOUR OWN DOMAIN NAME -- 85 USE A LOOKALIKE -- 86 BLOGS ARE YOUR FRIEND (1) -- 87 BLOGS ARE YOUR FRIEND (2) -- 88 COME FLY WITH ME -- 89 SEND A PHOTO OF YOURSELF -- 90 GRAB ONTO SOMETHING UNPOPULAR -- 91 WATCH TV -- 92 UPSTAGE YOUR COMPETITION -- 93 THINK OF THE CHILDREN -- 94 TELL THEM ABOUT YOURSELF -- 95 TAP INTO VALENTINE'S DAY -- 96 PIGGYBACK ON CELEBRITY NEWS -- 97 KEEP IT SHORT(SOMETIMES) -- 98 CREATE A TOP TEN LIST -- 99 DO A RANDOM ACT OF KINDNESS -- 100 GET ON YOUTUBE.