Reputation. It's a key element of any communications campaign. But as an outcome, reputation enhancement alone is not going to cut the mustard with residents.

by GUEST EDITOR Julie Waddicor

As foot soldiers and officers, we stand surveying the battlefield. Through no fault of our own, we seem to have lost the fight for reputation.

Our successful campaigns lie strewn in the mud, some effective in their time but forgotten now. The war around us has moved on, focusing on changing how residents relate to us and the relationship we have with them.