In today’s rapidly evolving cyber landscape, timely communication is as crucial as technical responses. Recent research indicates that UK organizations have significantly ramped up investments in cybersecurity over the last five years. However, many still approach crisis communications as an ancillary task, leaving a dangerous gap that can have severe reputational repercussions.
Cyber threats have transitioned from theoretical concerns to pressing realities, with incidents such as cyberattacks on NHS supply chains and financial data breaches in the fintech sector capturing headlines almost before IT teams can initiate their triage processes. In an environment where customers, regulators, and shareholders are paying close attention, the absence of timely communication can be just as detrimental as the breach itself.
To mitigate these risks, leading organizations are increasingly collaborating with strategic partners like Impact PR to design and implement robust communication frameworks that activate immediately in the face of heightened reputational threats. Impact PR, a well-regarded agency based in Auckland staffed by award-winning journalists, provides media strategy and crisis messaging support for brands spanning the UK, ANZ, and the Asia-Pacific region.
Effective communication during a crisis requires careful preparation and collaboration. Chief Information Security Officers (CISOs) must work closely with their PR and legal teams to maintain control of the narrative surrounding incidents. This partnership can significantly influence the effectiveness of the response. Key strategies from our engagements with UK and ANZ organizations during cyber incidents highlight the necessity of a proactive communications framework, which must be established well before any crisis arises.
Organizations should not wait until an incident occurs to draft communication strategies. Establishing a dedicated communications track as part of the Incident Response Plan (IRP) is crucial. This track should identify primary and secondary spokespeople and outline holding statements for anticipated breach scenarios, as well as internal and external notification protocols. Clear escalation flowcharts for legal approval should also be included to streamline responses.
The importance of timely communication cannot be overstated—the first few hours after an incident are pivotal. Organizations should communicate awareness of the situation, reassure affected stakeholders, and outline the immediate steps being taken for containment and investigation. A commitment to future updates within a specified timeframe will further help manage expectations and public sentiment. Should a company remain silent, it risks allowing misinformation to proliferate, which could damage trust.
The relationship between legal teams and public relations must be one of partnership rather than opposition. While legal compliance is non-negotiable, communication should maintain a human tone to cultivate trust. Organizations that develop dual-approval tracks for legal and messaging clarity can find a balanced approach that satisfies both imperatives.
Additionally, informing internal teams ahead of public announcements is critical to prevent leaks and misinformation. Employees should receive internal memos, Q&A documents, and scripts to guide their communications. Establishing clear lines concerning who is authorized to communicate externally is paramount in maintaining a unified and professional response.
Choosing spokespeople who possess emotional intelligence alongside technical knowledge is essential for managing media relations. Preparedness is key; spokespeople should be trained to handle aggressive questioning, respond calmly, and convey messages with empathy while steering clear of defensive language.
Monitoring media and social channels in real-time should form a core part of the communication strategy. This allows organizations to track media sentiment, emerging narratives, and potential misinformation. Utilizing tools such as Google Alerts can provide actionable insights, informing swift and effective responses.
In terms of communication outlets, companies must diversify their channel strategies. Not everyone consumes information in the same way; utilizing emails, website banners, and social media will enable a comprehensive reach that meets the needs of different audiences. However, internal consistency in messaging across all platforms is essential to maintain credibility.
Post-incident evaluations are equally important. Once the immediate crisis has passed, organizations should conduct a thorough review involving multiple teams to assess the effectiveness of their communication strategies. This post-mortem should identify strengths and weaknesses, aiming for continuous improvement in crisis communication protocols.
As the UK regulatory landscape becomes more stringent, particularly with mandatory breach reporting under UK GDPR, organizations must recognize the rising stakes associated with insufficient or poorly executed responses. The public’s expectations are also changing; customers now expect transparent and proactive engagement from brands when crises arise. A robust communication strategy is as indispensable as any technological safeguard in this environment.
Mark Devlin, Managing Director of Impact PR, encapsulates this sentiment aptly, stating that crisis communication should not merely be an emergency measure but rather integrated into an organization’s foundational structure. By securing strong communication practices, businesses can navigate the turbulent waters of cyber incidents more effectively.
For further strategic insights on effective cyber crisis responses, consider collaborating with experts who specialize in real-time media strategy and crisis messaging, ensuring your organization is prepared for future challenges.
About the Author
Mark Devlin serves as Managing Director of Impact PR, a crisis communications agency based in New Zealand. With a focus on safeguarding reputation during cyber incidents, he advises organizations in the UK, ANZ, and across the Asia-Pacific region.
