What Were They Thinking:
The Good, The Bad and the Totally Clueless! |
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 Steve Adubato has been teaching, writing and thinking about communication,
leadership and crisis communication for nearly two decades. His
third book is due out in summer 2008 and is tentatively titled "What
Were They Thinking: The Good, The Bad and the Totally Clueless!"
and is being published by Rutgers University Press. In this new
book, Adubato, who is also a media analyst for MSNBC.com, examines some
of the highly-publicized (as well as the not so well known) and
often controversial and complex public relations and media mishaps.
Some corporations spend millions of dollars on so-called “crisis
communication plans.” Others offer lip service, avoiding the
subject like the plague and simply hope for the best praying that
they never face a crisis. Either way, wishful thinking is no substitute
for a strategic communication plan. Who got it right? Who got it
wrong? What can the rest of us learn from them?
Advance praise for "What Were They Thinking?":
“Simply the best book ever written on crisis communication.”
—Tom Casey, VP of Public Relations & Marketing
Solaris Health System
“Read this book now before you have to ask yourself, ‘what was I thinking?’ Steve's sage advice definitely beats ‘on-the job-training!’”
—Lucia DiNapoli Gibbons, Regional President Northern New Jersey
Wachovia
“The responses in the lonely minutes in the wake of a crisis separate great leaders from mediocre ones. Companies and individuals are often defined by the manner in which they have responded to crises. And crises WILL happen--and this hard-hitting book will be your Survival Guide. In fact, the new ‘Leadership at the C-Level’ module in the highly-ranked Rutgers Executive MBA program plans to use What Were They Thinking? as the textbook.”
— Dr. Farrokh Langdana, Professor, Finance/Economics, Rutgers Business School
Director, Rutgers Executive MBA Program
“Steve Adubato is a national treasure! In What Were They Thinking?, he offers a brilliant collection of riveting stories designed to teach the reader how to communicate quickly and effectively in the middle of a crisis. A MUST READ if – in your personal or professional life – you need to let others know that you are sincere, that you are competent, and that you care.”
—John E. Welshons, Author
When Prayers Aren’t Answered and Awakening From Grief
“’What Were They Thinking?’ is a must read for anyone who wants to know how
to handle a crisis. This practical guide to the do's and dont's of crisis management uses real-life examples of how communication strategies can help or destroy us in the process.”
—Patricia Pilas Kuchon, Ph.D., Graduate Faculty, Strategic Communication and Leadership
Seton Hall University
“From the introduction revealing his own PR calamity as a young legislator, to the chapters detailing how corporations, politicians, and other individuals have publicly addressed their various ordeals; national media analyst, Steve Adubato, Ph.D., explains why certain ‘messages’ made in times of crisis have succeeded or failed. Whether you are a CEO, a PR pro, or simply a person in a serious predicament, this book provides key insights into human expectations and offers reliable communication techniques to implement whenever disaster strikes and reputation, image, or honor is at stake.”
—Marlene Browne Chamberlin, Author, Boomer's Guide to Divorce
Forbes.com expert on money and divorce
“’Who will you call first in a crisis?’ My answer, unequivocally, Steve. Dr. Adubato provides a common sense approach to dealing with every senior executive's nightmare, a crisis. His readable, entertaining book is a must for every exec's desk. Sooner or later we all will need it!”
—Patricia Costante, President and CEO
MDAdvantage
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