Few institutions are loved. Respect and appreciation are
more realistic aspirations, which can be achieved through
the right balance of communication and behaviour.

  A good reputation takes a long time to build. Poor
communication will destroy it in a week.

  Your audience will hear nothing of what you say until
you hear what you sound like through their ears.

  Being right is no substitute for a winning argument.

  Size and superior resources are no defence against
asymmetrical attack.

  In the struggle for hearts and minds, hearts are always trumps.

  In the court of public opinion, the most persuasive
arguments are those which deliver outcomes that
work for ordinary people.