by wrongdoings - yes, i think in this society, we remember
others' mistakes hard, whoever did something wrong, it spreads
around fast, and people remembers it.
by rumour - yes too, especially in office, rumour/gossip is really
powerful. If you are working in the same company as me, but
different departments, i know who you are but i never talked to you
before, all i know about you is from "rumours". If i never get to
know you in person, and be a closer freind with you and know the
"real" you, you will always be the "rumour" you in my mind.
The "totally opposite inside" part is not easliy discovered, unless
i am close to you. Most ppl will look at what "you appears to be".
So, yes. Looks, how you dressed up yourself, how you talk, who you
hang out with, it all counts.