Pt. 1. Establishing a Good Reputation -- Law 1. Maximize Your Most Powerful Asset -- Law 2. Know Thyself - Measure Your Reputation -- Law 3. Learn to Play to Many Audiences -- Law 4. Live Your Values and Ethics -- Law 5. Be a Model Citizen -- Law 6. Convey a Compelling Corporate Vision -- Law 7. Create Emotional Appeal -- Pt. 2. Keeping that Good Reputation -- Law 8. Recognize Your Shortcomings -- Law 9. Stay Vigilant to Ever-Present Perils -- Law 10. Make Your Employees Your Reputation Champions -- Law 11. Control the Internet Before It Controls You -- Law 12. Speak with a Single Voice -- Law 13. Beware the Dangers of Reputation Rub-off -- Pt. 3. Repairing a Damaged Reputation -- Law 14. Manage Crises with Finesse -- Law 15. Fix It Right the First Time -- Law 16. Never Underestimate the Public's Cynicism -- Law 17. Remember - Being Defensive Is Offensive -- Law 18. If All Else Fails, Change Your Name
