Credibility is fundamental to campaigning organisations. People need to trust you in order to back your campaign and - crucially - tell someone else about it. They want to know you are speaking out and standing up for what you believe in. But you also need to have some access to those in power if you are to get them to listen to you and secure change.
There will be a million words and countless opinions on the written reasons for the John Terry verdict published by the FA. It is possibly one of the most contrived and brazenly arrogant documents you are likely to read; what shocks is how there seems to be little attempt to veil the hearing's motivation but more stunning still is that it shows a process so bewilderingly, frantically determined to get its man that the outcome is even worse than we could have thought.
It seems strange that one of years most high profile court cases was best summed up by the closing lines of a man who many, including a number inside the courtroom, believed to lack intelligence. Ashley Cole ended his cross-examination by prosecution lawyer Duncan Penny - telling him, "We shouldn't even be sitting here."
This week Wayne Rooney received a slap on the wrists from the Advertising Standards Authority for passing off a blatant advertisement for Nike as a personal tweet. It's the latest in a long line of examples of major companies getting it wrong - and getting caught out - when it comes to 'hidden' marketing on social networks.
The last time England played in a tournament in Europe, some 100,000 supporters travelled to the World Cup in Germany to watch Sven Goran Eriksson's 'golden generation' take on the world. But only a minority had tickets. Fast forward six years to Euro 2012, and the picture couldn't be more different.