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November 08, 2005

Mary Mapes Gets SWOTted!


Today Mary Mapes's hotly anticipated book "Truth and Duty," a behind-the-scenes look at her role in the "Rathergate" scandal that brought down the CBS anchorman and dealt a near-fatal blow to 60 Minutes, is released.  And The Malcontent couldn't let the moment go by without peeing all over her parade, so we are dusting off an old feature in her honor:  the SWOT Analysis.

Now, several readers in the past have asked what a "SWOT" is.  It is basically a "PR 101" technique whereby a public relations expert analyzes a client's strengths and weaknesses, as well as opportunities and threats in the external world, in order to help them better communicate.

So congratulations, Mary!  You've been SWOTted!  (Click to enlarge.)


UPDATE: Mapes makes her case (lamely) on ABC.