Essex Strategies
Communicate with precision, integrity, and accountability
Essex Strategies partners with large companies, small businesses, nonprofits, universities, colleges, and independent schools to define, elevate, and defend their reputation.
About
T.J. Winick is a nationally-recognized storyteller, crisis communications counselor, and media strategist.
For more than a decade, he served in leadership at a Boston-based public relations firm, where he ran the reputation and issues practice and served as account lead for clients across sectors. Prior to his career in strategic communications, T.J. was a correspondent for ABC News, reporting across platforms including NewsOne, Nightline, World News, and Good Morning America.
He is the author of Reputation Capital: How to Navigate Crises and Protect Your Greatest Asset, published by Berrett-Koehler and winner of a 2023 Independent Publisher Book Award. In addition, his insights on brands in crisis have been featured in Forbes, PR Week, PR News, and O’Dwyer’s.
T.J. has been a frequent speaker and panelist at conferences including the annual meetings of NAICU (National Association of Independent Colleges and Universities), NACUA (National Association of College and University Attorneys), TABS (The Association of Boarding Schools), and the Intellectual Property Owners Association (IPO). He has also presented at the PRNEWS Brand Reputation Summit and before the Boston Bar and Women’s Bar Associations.
He sits on the Board of Directors of the Northeast Arc, an organization whose goal is to ensure that children and adults with disabilities are able to live, work, and engage in civic life and play in the community.
A graduate of Colby College, T.J. is a proud native of Essex County, where he and his family now reside.
Services
Strategic Communications
In a world of 24/7 media, expectations around organizational transparency and corporate social responsibility are at an all-time high. We specialize in drafting internal and external communications, including community letters, media statements, talking points, town hall scripts, and FAQs. Language is customized for the culture of an organization as well as the nuances and expectations of each stakeholder group.
Spokesperson Training
Our trainings teach leaders to stay on message when speaking with the press so they can achieve optimum results in support of their mission and business goals. Sessions include on-camera mock interviews in which spokespeople can practice answering a wide range of questions and utilizing pivoting techniques.
Crisis & Issues Management
We are relied upon for planning and senior counsel, always managed with the utmost discretion and integrity, in pivotal, reputation-defining situations. Crisis and issues management experience includes such high-profile, delicate, and complex matters as internal investigations, industrial accidents, DEI, accusations of misconduct, leadership transitions, and doxing on social media.
Media Campaigns
With editorial relationships across print, online, and broadcast outlets, we help identify compelling brand narratives, secures placements, and fiercely advocates for its clients. Whether pitching thought leadership or exposure for an initiative or milestone, we craft storylines that position our clients as industry leaders.
Content Development
We author op-eds, letters to the editor, corporate video scripts, and sponsored content, all designed to engage and shape opinion. Clients are busy executives who have limited time to dedicate to public relations and marketing, so the process from download to draft is effective and efficient.
Sectors
Education
Strategic partner of independent schools, colleges, universities, student travel companies, and Greek organizations, securing positive press and managing issues and crises.
Health & Human Services
Experience advocating for hospitals, healthcare organizations, physician’s practices, senior housing, organizations supporting individuals with disabilities, and medical journals.
Financial Services
Track record of success leading media campaigns across commercial lending, wealth management, retail banking, CEO visibility as well as multiple acquisitions for a leading regional institution.
Commercial Real Estate
Having collaborated with investors, developers, owner/operators, general contractors, architects, and engineers, my deep experience in the sector reflects an understanding of trends, key milestones, and greater economic forces impacting the industry.
Mission-Focused
Passionate about partnering with organizations dedicated to repairing the world. Experience devising and leading programs to drive public and legislator awareness, support fundraising efforts, and increase enrollment/membership.
Praise
“He provided my team and I with a robust media strategy that prepared us for all possible angles…T.J. is a consummate professional, always prepared, well-connected, and a lot of fun to work with. I highly recommend him.”
Dana, Mission-Focused
“T.J.’s counsel and advice were spot on. His friendly way, collaborative nature and upbeat approach made him an invaluable extension of our in-house team…He gave us confidence that we were in good hands.”
Ed, Professional Services
“T.J. brought much wisdom, experience, important media introductions, and practical advice to our relationship…He made me a more effective communicator and I valued our work together a great deal.”
Chris, Financial Services
Book
In Reputation Capital, T.J. Winick shows you how to craft an authentic response to any crisis, and ultimately bolster your brand.
“In our 24/7 multichannel media landscape, leaders aren’t managing a crisis if they aren’t communicating effectively. T.J. teaches you how to master the message.”
Alisyn Camerota, Anchor, CNN
“T.J. skillfully strikes a balance for those issues tried in the court of law and the court of public opinion.”
Dave Aronberg, State Attorney for Palm Beach County, Florida
“T.J. has been critical in guiding me to lean into integrity, empathy, transparency and equity. This is a must-read.”
Larry Gottesdiener, Chairman, Northland & Atlanta Dream (WNBA)
“T.J.’s experience makes his book the only one worth reading to avoid corporate reputational embarrassment.”
Elizabeth Maw, President, Presidio Graduate School