British Airways CEO Sean Doyle’s letter to customers signals a transformation for the airline and its reputation. But will it deliver and how can it regain confidence in aggressive short and long-haul markets? Simple, redesign the offer and engage Communications and digital innovation professionals to the job.

Last week the Edelman Trust Barometer 2022 and the Royal Society’s research on the online information environment highlighted the impact of social media on the decrease in trust and reputation of governments and the media. How can this be resolved?