Spalpeen

whether you call it “branding” or “reputation” or “trust”, you earn it through good work. In fact, I’d argue that it is impossible to build it without doing good work, in the same way that you can’t build a decent brand reputation as a company without making decent products. Perhaps even more so for journalists when, in an era of intense digital scrutiny, fact-checking, cross-linking and rebuttals can be done at lightning speed by a greater proportion of the audience than ever before.