This timely topic highlights the reputational risk of pursuing certain tax strategies. The three authors combine advice from Farrer's law firm director of tax risk (Andrew Watters) and head of reputation management (Julian Pike) and senior associate Holly Jones. They conclude: ?The reputation management aspect of planning should be an integral part of the tax risk aspect. What are the tax advantages of following a particular course of action? What are the chances of a challenge, successful or otherwise? How can we mitigate a culpability argument? What is the likely media coverage and what can be done to minimise damage??