Some newspapers took the bait: 'Railway tunnel collapse will cost Tesco millions' (Timesonline, 1 July), 'Corks pop after tunnel collapse' (The Guardian, 1 July), as anti-Tesco campaigners rubbed their hands with glee.
'Even the most virulent opponents of the store couldn't have expected the project would come to grief in this way,' noted Retail Week (1 July).
But it could have been far worse. Tesco eased some of the damage with an apology to commuters and a deferral of the issue of cost and blame until later, but Tesco-bashers, it seems, largely stayed away.
Although Tesco may be fretting over being seen as overly dominant, the relatively understated reporting of the Gerrards Cross incident should help shore up its reputation.
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk.