"A longtime ABC news reporter shows how, rather than try to deny, you can craft an honest and authentic response to any scandal and ultimately bolster your brand. In twenty years as a TV reporter, T. J. Winick covered many scandals, including the BritishPetroleum oil spill, the Pennsylvania State Football scandal, the Catholic priest molestation scandal, and the Toyota recall of 2009-2010. The biggest mistake he's seen organizations make is to try to "make it go away": refuse to apologize, decline to comment, go on the attack-anything to deflect attention. Instead, Winick argues for transparency, honesty, authenticity, and empathy. Handled correctly, the way you address an egregious violation of your standards can increase your reputation capital-it canremind people of what those standards are, and how strongly you believe in them. Drawing on his intimate insider knowledge of how the media works, Winick addresses every aspect of how to respond to a scandal. He includes the Ten Crisis Commandments-universal dos and don'ts. And he gives practical advice on who you should talk to, and when, and who should do the talking; how to form a crisis communication team; what tone you should strike in your messaging; how to work with the media; and much more"--
A longtime broadcast journalist, ABC News correspondent, and business communication strategist shows how you can craft an honest and authentic response to any scandal, rather than try to deny it, and ultimately bolster your brand.
In two decades as a television reporter, T. J. Winick covered many scandals. The biggest mistake he saw brands make was to try to make it go away by refusing to apologize, declining to comment, or going on the attackanything to deflect attention. Often that kind of response becomes a scandal of its own.
In his book, Winick argues instead for transparency, honesty, authenticity, and empathy. Handled correctly, the way you address an egregious violation of your standards can increase your reputation capital. It can remind people of what those standards are and how strongly you believe in them.
Drawing on his intimate insider knowledge of the media, Winick addresses every conceivable aspect of how to respond to a scandal. He includes his Ten Crisis Commandmentsuniversal dos and dontsand the seven qualities for an effective response. Using dozens of examples, he covers critical issues such as choosing when and how to apologize and when not to, creating a crisis communication plan and forming a response team, making the press your ally; choosing the right social media channel to deliver your message, navigating controversial social issues, and much more.
Winicks experience covering brands in crisis and then defending them makes this book an invaluable resource. I have been both the hunter and the hunted, he writes. If youve built your reputation capital through years of living the ideals you espouse, this book will help you protect and defend it when that inevitable crisis strikes.
