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, TJ. 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 empathyHandled 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 scandalHe includes his Ten Crisis Commandments—univer