The Guardian published an apology on Tuesday in order to settle the long-running legal row over articles in February that claimed Tesco had avoided paying £1bn in tax.
Bell Yard director Melanie Riley, an expert in litigation PR, said that the case would not damage The Guardian’s reputation, as the paper will still be viewed as ‘plucky and having a go’.
‘Equally, I don’t think it’s going to improve Tesco’s reputation,’ she added. ‘People may still perceive it as aggressive, as prior reputation always plays a part.
‘However, I think it has sent a strong message that the firm is prepared to bring an action.’