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