Wells Fargo’s September began with a $100 million fine from the Consumer Financial Protection Bureau and ended with a Capitol Hill grilling by CFPB creator and Massachusetts Senator Elizabeth Warren after regulators found that 5,300 of the bank’s employees created an estimated 2 million bogus accounts. How can Wells Fargo begin to rebuild its reputation with its key stakeholders going forward?

Solomon McCown President and crisis communication expert Ashley McCown shares her advice with PR News [subscription required]. From a thorough internal investigation into this specific issue to an honest apology and long-term commitment to changing the culture of the organization, McCown charts the long path Wells Fargo must take to rebuild its reputation.