“A is for Alaska Airlines, Amazon, Apple and more in this rundown of crisis management for dozens of brand names. The author draws on decades of experience as a leadership strategist assessing what works. Alphabetized for easy access, T is for Taylor Swift, her music and her business sense, and Z is for Zelensky, president of Ukraine, adept at telling his country’s story. Who did it right and who fell short is spelled out in The Crisis Handbook, an easy read that offers a roadmap for success.”

—Eleanor Clift, Daily Beast columnist and co-author of Selecting a President

“Having managed a crisis and maybe created a few at the White House, I can say that studying this crisis casebook will help anyone who is in a position vulnerable to unanticipated risk and inadequate preparation.”

—Mike McCurry, former White House Press Secretary (1995–98)

“In today’s always-on world of real-time media, a public relations crisis can occur instantly. Unless you are prepared for a quick response, you will be seen as uncaring (or worse). In The Crisis Casebook, Edward expertly analyzes the PR successes and failures of some of the biggest brands so we can learn from what they did right and wrong. It should be required reading of any brand manager and public relations executive.”

—David Meerman Scott, bestselling author of The New Rules of Marketing and PR, available in 29 languages from Albanian to Vietnamese

“In The Crisis Casebook, Edward Segal draws upon extensive experiences, exhaustive research, and excellent insights to help people, campaigns, and companies navigate the dangerous terrain of crises.  

Segal’s succinct case studies illuminate the multitude of ways controversies and catastrophes can afflict businesses and organizations large and small, and he couples each saga with sage advice.  

You can’t help but come away from this book ready, willing, and able to tackle crises head-on.  With The Crisis Casebook at your side, helplessness is replaced by hope, and despair is overcome by determination. The book is not only a must-read—it’s a must-have at the ready when crises happen.”

—Jim Kennedy, a former spokesman for Bill and Hillary Clinton, Sony, and News Corp

“Edward Segal has done it again! What an amazing resource for communication practitioners and organizational leaders alike. The cases reflect the kinds of crises organizations face today and you will undoubtedly see your organization in many of them.”

—Mitchell Marovitz, director and professor, Communications, Journalism, and Speech Program at the University of Maryland Global Campus

“Edward Segal’s The Crisis Casebook is a practical, insightful guide to not only tackling the challenges but also seizing the opportunities associated with crisis management. Through real-world examples and expert observations, Segal explores how effective communication shapes business outcomes, builds trust among stakeholders, and leads organizations through uncertainty. 

As a business communication scholar, I value how this book equips leaders with the necessary tools to make bold, informed decisions when the stakes are high. It’s a must-read for anyone who wants to navigate crises with confidence and clarity.”

—Carla Bevins, associate teaching professor of Business Management Communication at Carnegie Mellon University’s Tepper School of Business

“The Crisis Casebook offers dozens of real-world examples and lessons on how others created or managed a wide range of crisis situations. Written by crisis management expert Edward Segal, this is my go-to resource to profit from the experiences of others and find ways to address crisis-related challenges and concerns. History shows that another crisis is always around the corner. That’s why the sooner you read this book, the sooner you will be prepared for what comes next. Always keep The Crisis Casebook close by!”

—Arnold Sanow, author of Get Along with Anyone, Anytime, Anywhere

“Buckle up for the ultimate crisis playbook that’s part corporate thriller, part leadership manual! Edward Segal does not just tell stories—he decodes the DNA of organizational survival in a world where one tweet can topple an organization. 

The Crisis Casebook is your backstage pass to the most memorable corporate moments, unpacking how brilliant (and not-so-brilliant) leaders navigate make-or-break situations. It’s like having a front-row seat to the most intense chess match, with insights that will make you rethink everything you know about leadership, resilience, and the razor-thin line between disaster and triumph. This is not just a book—it’s a masterclass in turning potential catastrophes into comeback stories.” 

—Lakesha Cole, principal publicist at she PR

“If you wonder if there is a compilation of crises that have been managed well—and not so well—wonder no more!

The Crisis Casebook is, without question, what you are looking for: the classic, comprehensive compendium of crises and responses (successful and not successful at all!).

Segal’s new book is a crisis management primer, filled with signature insights and learning moments. Knowing about and learning from others’ crisis response failures is a safety net against making similar errors yourself. The Crisis Casebook reads like a thrilling novel and imparts meaty lessons on every page about what to do, what not to do, and how best to be prepared to address your crisis when it comes. Because, in one form or another, it often comes for us all.”

—David Nellis, CEO of ROI Advertising

“Businesses face countless types of crises, some predictable, others not. In The Crisis Casebook, Edward Segal offers his insights and advice into crisis management for scores of catastrophes including product tampering, leadership missteps, fighting disinformation, death of a senior executive, and many more. If you want to get a handle on how to prepare and how to act during your next crisis—as any smart company should—keep The Crisis Casebook handy.”

—Ed Barks, author and president of Barks Communications

“The Crisis Casebook underscores Edward Segal’s standing as one of the world’s leading authorities on crisis management. 

Segal argues that relying on the strategies of hope, luck, avoidance, or denial during a crisis worsens problems instead of solving them. Alarmingly, many executives fall back on these inadequate measures as their primary crisis management plans.

The Crisis Casebook includes dozens of examples of how well-known companies and brands responded to a variety of risks and threats. At the heart of the examples are two critical questions: ‘What was the right thing to do?’ and ‘What can you learn from the crisis?’”

—Coni K. Meyers, founder and president of BePreparedBeReady.org