Hackgate does not mean that all is lost for Rupert Murdoch.

That's the judgement of Patrick Barrow, founder of PR agency Reputation Communications, based near Sevenoaks.

He has contributed to a major new academic book on the News of the World phone hacking scandal.

The Phone Hacking Scandal: Journalism on Trial - edited by Richard Keeble of Lincoln University and John Mair of Coventry University - explores the implications of the saga for the reputation of journalism, News International and the freedom of the Press.

It brings together contributions from noted leaders in the field of journalism, reputation and academia, including Tim Luckhurst, professor of journalism at the University of Kent.

Barrow writes: "Murdoch and his newspapers have become increasingly one of a gang of tabloid players all doing what everyone has long suspected, behaving badly. The rest, to the world at large, is detail. Right now, any decent adviser would be telling him that.

"My advice to Rupert Murdoch: seize the initiative, the worst is over.

"Because, unfashionable though it may be to suggest it, Rupert Murdoch, CEO of News Corp, owner of disgraced and defunct Sunday tabloid the News of the World, eminence grise, bete noir and all round bad lot, may, just may, be out of the reputational woods."

Keeble argues that the daily revelations are "highlighting the corruption, illegality and distorted news values at the heart of British mainstream journalism in an unprecedented way.

"How can press standards be improved? What kind of regulation, if any, is required? These are just two of the many questions now being asked with a new sense of urgency."

Barrow adds: "Kent businesses should take a valuable lesson from News International that reputation is one of the most valuable trading commodities they possess and they should safeguard it as closely as their bottom line."

Prof Luckhurst explores the challenges for journalism in the new digital age, including the financing of an ethical future.

Other contributors include Kevin Marsh, former editor of BBC Radio 4's Today programme, Nicholas Jones, the former BBC industrial correspondent and Guardian editor Alan Rusbridger.

n The Phone Hacking Scandal: Journalism on Trial, is published by Arima, at £19.95.