Editorial: Clinton marks a shift of public faith

So Clinton has finally admitted that he has been caught with his pants down, proving that he ignored the first rule of crisis management - come clean and do so quickly.

So Clinton has finally admitted that he has been caught with his

pants down, proving that he ignored the first rule of crisis management

- come clean and do so quickly.



The US president’s inept attempts at damage limitation, have not only

made him a laughing stock but may have inflicted long term damage on the

public perception of the presidency.



Trust in institutions such as the government and the church has already

been irrevocably eroded. By contrast, trust in corporate brands is

rising.



When asked who they would trust to run a national pensions system, the

British public recently chose Richard Branson ahead of the

Government.



Many companies have also realised that crisis, if handled promptly and

honestly, can even boost public confidence in a brand. As the public

trust evaporates in the powers that be on both sides of the Atlantic

there is a real opportunity for corporate brands to step into the

breech.



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