Danny Rogers: TripAdvisor needs to trade on trust
In order to grow, brands require trust. The world's greatest brands are those trusted by their consumers, their employees and manifold other stakeholders.
In order to grow, brands require trust. The world's greatest brands are those trusted by their consumers, their employees and manifold other stakeholders.

Suppose John Terry and Chris Huhne are found not guilty at trial. Can the damage to their reputations ever be rectified? Read more
To prosper at the top, you need to both remain in touch with public opinion and be strong enough to lead it.
John Terry, Chris Huhne and Fred Goodwin are all innocent - OK?
Alex Aiken from Westminster City Council wrote recently in PRWeek that pressures on council tax would prove a reputation test for many local authorities as they consider whether they have enough goodwill in the bank to raise the rates.
The Government has set councils a little reputation test for 2012. They have been offered a one-off payment to freeze council tax. Surely a no-brainer to accept?
There are few things more frustrating for a political leader than to be caught in the middle of a political storm and held responsible for decisions over which they have limited control.
I was reminiscing with someone who for years has been one of the leaders in investigative financial journalism, when he caused a surprise by saying how much easier the job had become. These days, he said, so few journalists have the time or the incli...
The most recent political opinion polls show the Conservatives and Labour neck and neck, with the Tories just slightly ahead.
Communications professionals employed by the public sector do much more than pump out press releases on behalf of their organisations.
Changing the emphasis of your political message - as Labour has done on the economy - requires a steady hand at the wheel, and a determination to go the distance.
As a PR strategy, it hit the rocks in less time than it allegedly took 'Captain Coward' to abandon his stricken cruise liner.