The public forgave the News Of The World's questionable business ethics, but the director of strategy at BSSP warns that brands need to be transparent to avoid irreparable damage to their identities.

The News of the World saga in the UK is an amazing tale of the tolerance of a public for questionable business ethics. While the polls suggest the public trust business and the media less- they are still unlikely to take action-unless something extreme happens. People are still buying gas at BP and cars from Toyota- despite their PR disasters.

The NOW story wasn’t new, it was first reported a couple of years back, but only thanks to diligent and determined reporting by a Nick Davies , a Guardian journalist.

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