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So let's look at reality, and not just reputation, shall we?
DW Griffith's The Birth of a Nation – which premiered in New York 100 years ago this week – has a just reputation as one of cinema's greatest problem pictures.
"We're also interested in so much more than just reputation and the value of earned media for a CMO (although this is certainly something we help track).
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But reputation is just as important on Wall Street.
"Because it's not a question of just my reputation".
But it wasn't just her reputation that was so exalted.
His mistakes damage not just his reputation, but Washington's as well.
"Just the reputation I had to live up to, feeling I had to impress the guys.
Jones also has much more than just her reputation at stake a as the Balco scandal unfolds.
It is not just about reputation – incidents such as this run the risk of sanction from the RFL".
And Bryony Cunningham isn't keen on "social licence to operate" because, as she puts it, the phrase "sounds James Bond-y and not concise when really just about reputation".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com