The collapse of public trust following the US corporate scandals has tarnished the reputations of businesses and their leaders. Integrity, accountability, responsibility, inclusiveness and transparency are the new watchwords for organisations seeking high self-esteem and the admiration of their stakeholders. Reputation is no longer the preserve of the PR department and its spin doctors. Sustaining a good reputation in the longer-term requires strong leadership from the top, effective teamwork throughout the business, robust management, monitoring and reporting mechanisms, careful screening of customers and suppliers and the active co-operation of external partners.