Reputation capital : how to navigate crises and protect your greatest asset / T.J. Winick.

Format:

Book

Author/Creator:

Winick, T. J., author.

Language:

English

Subjects (All):

Corporate image.

Reputation.

Public relations.

Scandals.

Crisis management.

Physical Description:

1 online resource (232 p.)

Edition:

First edition.

Place of Publication:

Oakland, CA : Berrett-Koehler Publishers, [2022]

Summary:

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.

Contents:

Introduction: Confessions of a Former Reporter

What Is Your Reputation Capital?

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

The Ten (Crisis) Commandments

Reputation Roadmap: Audiences & Channels

Plan to Protect and Defend

Seven Qualities of Quality Communications

The CEO as Spokesperson

Media Matters: The Press as Your Ally

Social Media & Rise of the Stakeholder

Reputation by Association

Communicating Cultural Competence

Lessons from a Year in Crisis

Case study: A Failure to Accommodate & Communicate (United Airlines)

Case study: An Extra Hot Cup of Humility

Epilogue.

Notes:

OCLC-licensed vendor bibliographic record.

ISBN:

9781523001866

1523001860

OCLC:

1303568775