Recent high-profile data breaches at companies like Uber, Equifax, and Target have demonstrated the reputational risks when cyber incidents are handled poorly. Hackers accessed sensitive customer data, but ineffective crisis communications and lack of transparency exacerbated public outrage. Proactive planning for breach response is essential to manage reputation damage. By developing an incident response plan aligned to best practices, organizations can communicate with empathy, act swiftly, and maintain trust. This article provides steps to build an effective breach communications strategy.
Have the Team and Resources Ready
A cross-functional response team should be prepared to act immediately upon a breach. Key roles include legal counsel to assess liability, PR specialists to interface with the media, cybersecurity experts to investigate, customer service to field inquiries, and executive leadership. Identify external partners in advance as well like PR firms, cybersecurity forensic firms, and outside legal counsel on retainer.
The team needs contact lists for internal and external stakeholders, as well as escalation procedures for timely notifications. Response templates should be drafted for press releases, customer notices, social media posts, talking points, and media briefings.
Assess the Situation Quickly
When a breach occurs, quickly investigate to determine scope and severity. What data was compromised? How many customers or records exposed? What was the root cause? Are there ongoing risks? Armed with information, notify authorities and partners. Engage cybersecurity firms for independent analysis.
Gauge potential legal and regulatory impacts. Develop initial assessment of potential damages like costs for investigation, notification, remediation, fines, and lawsuits.
Shape the Narrative
Get ahead of the story by promptly issuing a staff memo and press release that expresses sympathy, shares key details known, and outlines next steps. The CEO should release a statement taking responsibility, apologizing, and committing to aid victims.
Reply to social media inquiries per brand voice guidelines. Brief the media through press conferences and provide regular updates. Be accessible to reporters through designated contacts. Notify affected individuals with specific guidance on protecting themselves.
Maintain Transparency
Post investigation progress demonstrating diligence. Disclose problems identified, even if embarrassing, and solutions underway. Strengthening security controls shows commitment to preventing recurrence.
Keep communication open through status website updates, social media, and press engagements. Get insight through customer surveys. Report issues uncovered and remediation timelines realistically.
Reflections
While data breaches may be inevitable, their impact can be mitigated through responsible communications that maintain trust and demonstrate accountability. Companies who plan ahead for incident response handle crises far more effectively. Developing a breach communications strategy focused on transparency, timeliness and customer care is vital to managing reputation risks. Treat customers like partners and they will be more supportive during turbulent times.
Works Cited
Lowry, Tom. “Equifax Breach: One Year Later.” Politico, 8 Sept. 2018, https://www.politico.com/story/2018/09/07/equifax-breach-one-year-later-806455.
Menn, Joseph. “Uber Concealed Cyberattack That Exposed 57 Million People’s Data.” The New York Times, 21 Nov. 2017, https://www.nytimes.com/2017/11/21/technology/uber-hack.html.
Riley, Michael. “Marriott Breach Exposes Data of Up to 500 Million Guests.” Bloomberg, 30 Nov. 2018, https://www.bloomberg.com/news/articles/2018-11-30/marriott-discloses-massive-data-breach-impacting-500-million.
