With the increasing speed and severity of cyberattacks, often fueled by artificial intelligence and other innovative technologies, cybersecurity firms are warning clients about heightened risk. However, cybersecurity firms are themselves at greater risk as well. My question to those firms is, do you have a plan for effectively communicating a breach with your customers?
From my 25 years of experience at the intersection of communications and cybersecurity, I have found the following steps to be highly effective in successfully communicating cyberattacks to constituents.
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Have a Crisis Plan Ready to Go
Cybersecurity firms should set the example for those they serve and “walk the walk” when it comes to preparedness. They know just how prolific threats are and should take every measure to prepare for the probable, including a thoughtful and actionable communications plan. Often, cybersecurity firms will not be judged on a breach, but rather the manner and expediency in which they communicate with clients and partners.
A good plan will clearly outline steps that will be taken when an attack occurs, the parties that should be consulted and, most importantly, options for communicating with internal and external stakeholders to minimize reputational damage. Speed is of the essence and that will only happen when you have a plan in place.
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Be as Transparent as Possible
When a cyberattack occurs, transparency is of paramount importance. It is imperative for cybersecurity firms to be highly visible and transparent, using various owned and earned media platforms. Obviously, firms must be thoughtful about what to disclose and when so as not to raise undue concerns or create new risks, but communicating what is known and what is being done to address the situation will go a long way in terms of customer loyalty.
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Increase Communications Pace
When it comes to crisis events, cybersecurity firms cannot take a “one and done” approach. Providing regular status updates is a sign of control and trust. Even if there is minimal or even no change between updates, a firm will never get dinged by clients for overcommunicating.
Formulating a comprehensive crisis communications plan for dealing with a game changing attack often falls outside of a cybersecurity firm’s expertise. Stanton is well versed in crisis communications in the cybersecurity sector and can bring in the necessary tools and resources—including the planning and preparation—your business needs to stay one step ahead of these threats, protecting you, your reputation, and your valued customers.
Bad actors never sleep, nor do their attacks. Don’t get caught off-guard without a crisis communications plan in place to handle cyberattacks. Time is of the essence. Your reputation, customers, and even your very business, depends on it.
By Liam Collopy, Executive Vice President at Stanton.
About Stanton
Stanton is an award-winning New York City-based public relations firm with additional presence in California and Toronto. Founded over thirty years ago by Alex Stanton, our agency pairs deep industry knowledge and creative insights to go above and beyond for our clients. We create strategic communications programs that enhance reputation and support business goals of both B2B and B2C organizations. Our clients are attracted to “The Stanton Difference,” a practitioner model with our most experienced professionals actively involved in the work to deliver results that advance and successfully position their business objectives in the marketplace. Learn more about our services or get in touch today!