Some corporations spend millions of dollars on so-called acrisis communication plans.a Others offer lip service, avoiding the subject like the plague. They simply hope for the best, praying that they never face a crisis. Either way, as Steve Adubato says, aWishful thinking is no substitute for a strategic plan.aNationally recognized communication coach and four-time Emmy Awardawinning broadcaster Steve Adubato has been teaching, writing, and thinking about commA-unication, leadership, and crisis communication for nearly two decades. In What Were They Thinking? Adubato examines twenty-two controversial and complex public relations and media mishaps, many of which were played out in public. Among cases and people discussed are: The Johnson and Johnson Tylenol scare: Perhaps the best crisis management everDon Imus: Sometimes saying asorrya is too little too lateFormer Attorney General Alberto Gonzales: Authority does not put you above questioning Bill OaReilly: Know when to stop defending yourself and save face Former EPA Administrator Christie Whitman: Proof that your written words can come back to haunt you Hurricane Katrina: A natural disaster that led to a larger governmental disaster The Catholic Churchas pedophilia scandal: Denial wonat get rid of the skeletons in your closet Arranged in short chapters detailing each case individually, the book provides a brief history of the topics and answers the questions: Who got it right? Who got it wrong? What can the rest of us learn from them?