Masters of disaster: the ten commandments of damage control

Crisis as a state of nature

Stop digging

Do no harm

Discipline

Credibility

Playing to win

Commandment I : full disclosure

Commandment II : speak to your core audience

Commandment III : don't feed the fire

Commandment IV : details matter

Commandment V : hold your head high

Commandment VI : be straight about what you know, what you don't know, and what you are going to do to fix the problem

Commandment VII : respond with overwhelming force

Commandment VIII : First in, first out

Commandment IX : no swiftboating

Commandment X : they dissemble, you destroy

The damage control survival kit

The user's manual.