Reputation Capital: How to Navigate Crises and Protect your Greatest Asset
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 attack—anything 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 Commandments—universal dos and don’ts—and 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.

Winick’s 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 you’ve 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.
"1140805404"
Reputation Capital: How to Navigate Crises and Protect your Greatest Asset
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 attack—anything 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 Commandments—universal dos and don’ts—and 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.

Winick’s 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 you’ve 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.
24.95 In Stock
Reputation Capital: How to Navigate Crises and Protect your Greatest Asset

Reputation Capital: How to Navigate Crises and Protect your Greatest Asset

by T.J. Winick
Reputation Capital: How to Navigate Crises and Protect your Greatest Asset

Reputation Capital: How to Navigate Crises and Protect your Greatest Asset

by T.J. Winick

Paperback

$24.95 
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Overview

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 attack—anything 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 Commandments—universal dos and don’ts—and 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.

Winick’s 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 you’ve 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.

Product Details

ISBN-13: 9781523001842
Publisher: Berrett-Koehler Publishers
Publication date: 09/20/2022
Pages: 232
Sales rank: 1,090,844
Product dimensions: 6.00(w) x 9.00(h) x 0.59(d)

About the Author

T.J. Winick is Principal at Essex Strategies, a strategic and crisis communications practice which partners with large companies, small businesses, nonprofits, universities, colleges, and independent schools to define, protect, and defend their reputation. He also worked as a reporter in local news for ten years in such major markets as Pittsburgh and Boston. His insights on crisis communications have appeared in numerous outlets, including Forbes, PR Week, PRNews, and O’Dwyer’s.

Table of Contents

Preface ix

Introduction: Confessions of a Former Reporter 1

1 What Is Your Reputation Capital? 7

2 The Best-Managed Crises (Are the Ones You've Never Heard Of) 20

3 The Ten (Crisis) Commandments 43

4 Reputation Road Map: Audiences and Channels 55

5 A Plan to Protect and Defend 68

6 Seven Qualities of Quality Communications 92

7 The CEO as Spokesperson 101

8 Media Matters: The Press as Your Ally 114

9 Social Media and the Rise of the Stakeholder 124

10 Reputation by Association 135

11 Communicating Cultural Competence 141

12 Lessons from a Year in Crisis 151

Reputation Capital Case Studies 161

A Failure to Accommodate and Communicate (United Airlines) 163

An Extra Hot Cup of Humility (Starbucks) 176

Epilogue 189

Notes 191

Acknowledgments 205

Index 207

About the Author 217

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