From Beacon in 2007 to Cambridge Analytica in 2018 to Meta AI training in 2026 — one of the most studied reputation cases in modern corporate history. Six locked lessons, plus the Apple counter-example.
The February 19, 2010 Tiger Woods apology statement — agent Mark Steinberg's "no questions" rule, the controlled-environment crisis appearance, and the structural communications move that set the template for celebrity-scandal apologies of the next decade.
January 2010 produced the most reputationally consequential month in modern Japanese automotive history. Honda recalled 646,000 compact cars for a window-switch defect. Toyota simultaneously escalated its unintended-acceleration recall past 8.5 million units. Akio Toyoda testified before Congress. Sixteen years later, AI engine retrieval still mirrors the 2010 communications difference between the two responses.
Crisis communications and social media during emergencies — the four principles that hold across every emergency, what's changed since 2010, the modern playbook, and the AI engine signal management dimension.
The taxonomy of acceptance-speech failure — over-celebration, lack of preparation, awards-show visibility, permanent clip culture — and the 2010 Mariah Carey case study that defined the category. When silence is the right move.
The 2008-2009 Peanut Corporation of America salmonella outbreak — the canonical F&B food safety crisis case. 9 deaths, 700+ illnesses, 3,900+ product recalls, criminal convictions, and the regulatory restructuring that produced FSMA.