The latest threat came to light on Saturday, when 14 Tesco stores were closed after reported bomb threats.
Global brands require round-the-clock, top quality risk assessment and management - especially if, like some supermarket multiples, they are actively seeking to expand into the US.
It is therefore vital that those advising the boardroom teams are skilled in both reputation protection and reputation promotion. In such a volatile climate, one can't survive without the other.
For these businesses, and many like them, the simple days of 1980s PR campaigns are way behind us.
Chris Woodcock, managing director, Razor.