PR in Crisis Mode: Why Cyber Incidents Are Never Just an Internal Affair

PR in Crisis Mode: Why Cyber Incidents Are Never Just an Internal Affair

The worst moment to invent a crisis communication plan is in the middle of a crisis. Especially a cyber one.
From data leaks and ransomware attacks to account takeovers and supply chain hacks — cybersecurity failures inevitably go public. And when they do, companies are often judged not just by the scale of the breach, but by how (and how fast) they respond.
"It’s not the crime, it’s the cover-up." — this old political axiom now applies to every business that stores personal or financial data.

PR in Crisis Mode: Why Cyber Incidents Are Never Just an Internal Affair

Cybersecurity ≠ Purely Technical

Let’s kill the myth once and for all: cyber incidents are not just IT problems. They are reputational time bombs. According to the World Economic Forum’s Global Cybersecurity Outlook 2024, reputational damage is now among the top three concerns for executives after a breach — alongside financial losses and regulatory fines.

When a company tries to hush up a breach or communicates vaguely, it fuels public mistrust. Customers feel manipulated, partners hesitate, and regulators sharpen their knives. In contrast, transparency — not in the sense of self-flagellation, but in clear, timely messaging — helps contain the fallout.

Silence Is Not a Strategy

In the digital age, no statement is still a statement. And often a bad one.

Let’s say your company suffers a data leak. If you don’t notify users proactively, the story will come out anyway — but now you're guilty of hiding it. And if the first reaction is defensive or dismissive (“we take security very seriously”), the backlash will be swift. Think of how X (formerly Twitter), Equifax, or Uber handled their breaches. Inconsistent timelines, evasive messaging, legalese — none of it helped.
Effective crisis PR is about clarity, consistency, and speed — not corporate jargon.

The Media Will Call — Be Ready

Journalists will find out. If you don't provide a narrative, they'll create one. This is where pre-prepared Q&A documents, key message frameworks, and trained spokespeople make the difference.

And no, “we’re investigating the incident” is not a message. It’s a holding pattern. You need to show what actions you're taking, how users are protected, and how you'll prevent similar incidents in the future. Even if the investigation is ongoing, communicate what you do know. Silence only benefits attackers.

Lessons from the Frontline

In high-profile cases (like MOVEit or SolarWinds), companies that navigated the PR storm best followed these principles:

Issued statements within hours, not days.
Explained what data was affected, not just vague “unauthorized access.”
Updated stakeholders regularly, even with partial findings.
Admitted gaps and outlined steps to fix them.

Compare that to companies that dragged their feet, used legal shields, or tried to scapegoat third parties. The reputational damage — and loss of user trust — was far worse than the breach itself.

Cyber PR: Not an Optional Discipline

For CISOs, CIOs and communication teams, aligning on breach response is now business-critical. Cyber risk is reputational risk. And reputational risk is board-level concern.

Companies that still silo security from PR are playing with fire. A strong incident response plan must include:
Draft PR scripts and holding statements.
Simulated attack scenarios involving PR and legal.
Ready-to-launch microsites for user updates.
Channels for direct outreach to customers and regulators.

And most importantly — someone responsible for pressing “send” when the crisis hits.
Cyber incidents are inevitable.
Catastrophic reputational damage is not.
The difference lies in what you say, when you say it, and how well your team is prepared to face the spotlight.


By Claire Whitmore
July 30, 2025


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