LETTER: Who will break first in Tesco libel row?

According to litigation PRO Melanie Riley (News, 11 April), Tesco's legal action against The Guardian could backfire in reputation terms by reinforcing the company's public image as a corporate bully. The Guardian could also face reputation risks in fighting Tesco.

Reputation management, however, can also be costly in financial terms and it seems the gloves are already off in this game. On the one side, Tesco's media director says a legal route is the only option left as Tesco has tried all the other methods to clear its name following a series of critical articles. On the other, Carolyn McCall, chief executive of Guardian Media Group, recently announced she has resigned as a non-executive director of Tesco to avoid a conflict of interest.

It will be interesting to see who plays the next card in this reputation management game.

Pauline Christie, founder and CEO, Corporact

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