The Best Defense Is a Strong Reputation, In T. J. Winick's two decades as a broadcast news reporter, the biggest mistake he saw organizations make was covering up Instead of owning up: refusing to apologize, declining to comment, or going on the attack. Now, as a communications strategist, Winick argues for transparency, honesty, and authenticity. He includes his Ten Crisis Commandments-universal dos and don'ts-and the seven qualities of an effective response. Using dozens of examples, he covers critical issues such as when and when not to apologize, making the press your ally, navigating controversial social issues, and much more. Handled correctly, the way you address an egregious violation of your standards can remind people of what those standards are and how strongly you believe in them. Book jacket.