Faster. Messier. Tougher. - by Bradley Akubuiro (Hardcover)

About the Book

This book reveals the frameworks that separate companies that survive from those that don't. You'll learn to identify the handful of stakeholders whose opinions actually matter, build trust that protects you when disaster strikes, leverage AI without losing authenticity, and design organizations where communications drives strategy rather than supporting it.

Book Synopsis

The crisis playbook you learned is obsolete. Worse--it's dangerous. What worked five years ago now accelerates disaster. In a world where silence equals guilt, every statement becomes political, and misinformation travels faster than truth, corporate leaders need an entirely new approach to protecting their organizations.

Bradley Akubuiro served as Boeing's chief spokesperson through the 737 MAX crisis and has counseled companies facing everything from DEI backlash to viral boycotts. His counterintuitive insight: authenticity beats perfection and sometimes it's better to double down than to back off.

This book reveals the frameworks that separate companies that survive from those that don't. You'll learn to identify the handful of stakeholders whose opinions actually matter, build trust that protects you when disaster strikes, leverage AI without losing authenticity, and design organizations where communications drives strategy rather than supporting it.

For CEOs, communications leaders, and anyone responsible for organizational reputation, this is your field guide to thriving in an era where corporate communications and crisis communications have become the same thing. The world has become faster, messier, and tougher. This book shows you how to master it.

About the Author

BRADLEY AKUBUIRO is a partner at Bully Pulpit International, leading the firm's corporate communications practice and providing crisis management counsel to some of the world's largest brands across sports, tech, fashion, food, hospitality, and more. Previously Chief Spokesperson for The Boeing Company, he has led communications through some of the most challenging corporate crises in recent memory. His insights have appeared in Forbes, Inc. Magazine, and Business Insider, and he has been featured in Bloomberg, Axios, and The Boston Globe. Named to 40 Under 40 lists by Crain's Chicago Business and PR Week, Bradley teaches at Northwestern University's Medill School and serves on the boards of The Institute for Public Relations and The 19th* News. He lives in Chicago with his wife, Allison.