Lack of trust in Parliament in the wake of the expenses scandal was 'very serious'. But he added: 'It's got nothing to do with process and structure. It's to do with behaviour.'
Lord Bell told the PRWeek conference that the collapse of trust in Parliament mirrored a similar dynamic in the financial industry. 'Both are caused by people who don't know the difference between right and wrong,' he said.
Political leaders must realise the importance, in PR terms, of 'living virtuously' - which he defined as restraint, personal honour and ethics.