Responding to a cyber incident requires teamwork across departments and disciplines. Technical incident responders must work to halt incoming attacks while the communications teams develop a public response. Clear communication is essential.
Communication strategies differ before and after a cyber incident. The way a company approaches both is as important as incident mitigation itself. How a company handles or ignores public disclosure of a cyber incident will significantly affect its reputation and future revenue. Marketing and public relations (PR) teams produce vital information for dissemination across interest groups, including company staff, investors, third-party vendors, customers and the public.
The Importance of Customer Opinion
Consumers are not always aware when a company suffers a data breach. The Federal Trade Commission (FTC) published a study that found consumers feel strongly when their personal data is affected. They tend to take on the blame, believing something they did was the reason their personal information was stolen. Consumers often misunderstand the extent of cyber incidents and how they might be affected. This is why it’s important to communicate clearly the next steps in cyber incident notifications.
Messaging around a cyber incident requires appropriate framing to ensure your information is received as intended. Working with the cyber incident response team, the PR team develops content to be used across communication channels. Ideally, the PR team works from a crisis communication template created during the incident response planning process. Pre-written templates can give your message the right words without the added stress of the overall situation.
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