Cyber crisis comms: Lessons from a PR agency in Auckland
Cybersecurity breaches have become more than a technical issue-they're now a direct threat to a company's reputation, customer trust, and bottom line. As Indian businesses continue to grow their digital footprint, the risk of being targeted isn't a distant possibility, it's a near certainty. What matters most is how leaders handle those first few hours in the public eye. A well-managed response can protect a brand's credibility; a poor one can cause lasting damage.
One specialised crisis PR agency Auckland businesses use, Impact PR, has helped organisations across sectors navigate the reputational risks of cyberattacks – from financial services and government to tech startups and listed corporates. And while technical responses may differ across regions, the fundamentals of strong cyber crisis communication remain the same.
Why public communication matters in a cyber crisis
When data is compromised or services go offline, your customers, employees, investors, and media don't just want technical updates – they want leadership, transparency, and reassurance.
Handled poorly, a cyber event can:
- Destroy years of brand equity
- Tank share prices and investor confidence
- Create legal liability through misinformation
- Fuel media backlash and online outrage
Handled well, it can:
- Build trust through transparency
- Show maturity in governance
- Demonstrate your commitment to security
Step 1: Build a communications layer into your incident response plan
Most Indian businesses now have an IT playbook for breaches. But far fewer have integrated a comms layer into that plan.
At minimum, your cyber incident response should include:
- Designated spokespeople (with backups)
- A library of pre-approved holding statements
- Internal escalation protocols for communications
- A rapid review and approval workflow (ideally involving legal and PR)
Pro tip: Keep these documents outside of digital-only systems. If your network is compromised, you'll need offline access.
Step 2: Prepare to speak early – Even if you don't know everything
The first public statement doesn't need all the answers. It needs to:
- Acknowledge the issue
- Show empathy for those affected
- Confirm that containment and investigation are underway
- Promise timely updates as more is known
This applies across borders. Whether you're a fintech in Bengaluru or an e-commerce giant in Mumbai, silence breeds speculation.
Step 3: Train your spokespeople for high-stakes scrutiny
In the midst of a data breach, your CEO or CTO may become the face of the crisis. Media and stakeholders will judge not just what they say, but how they say it.
Invest in media training that covers:
- Avoiding defensiveness or jargon
- Staying aligned with legal disclosures
- Speaking to both technical and non-technical audiences
Impact PR regularly coaches executives to stay composed and credible under intense questioning. That training pays off when reputational risk is at its peak.
Step 4: Align internal and external messaging
Your own people can accidentally make things worse. Social media posts, internal leaks, or even casual conversations can spread inaccurate narratives.
Protect your organisation by:
- Issuing staff-wide internal updates before going public
- Equipping frontline teams with talking points and FAQs
- Clarifying who is authorised to speak to media or customers
Step 5: Monitor the narrative in real time
Your crisis may hit social media or news feeds before your official statement goes live. Use tools like Meltwater or Mention to:
- Track media mentions and social chatter
- Identify misinformation or fast-spreading rumours
- Flag issues that need tailored follow-up
Assign someone to monitor 24/7 during active incidents.
Step 6: Review, learn and update your playbook
After the dust settles, don't just move on. Run a full crisis comms debrief:
- What messaging worked? What fell flat?
- Were you timely in your updates?
- Did your comms plan support the IT team or hinder them?
Update your incident playbook with these learnings. And revisit your materials annually or after any major system changes.
India-Specific challenges and opportunities
India's regulatory environment is evolving fast. As new data protection laws come into play, businesses must align crisis communications with legal obligations on breach disclosure.
At the same time, Indian consumers are digitally savvy and vocal. The right response can earn long-term loyalty, while the wrong one can go viral in hours.
Think beyond IT
Cybersecurity isn't just about tech. It's about leadership, trust, and accountability. Whether you're a startup, a bank, or a manufacturing giant, your customers want to know that if something goes wrong, you'll own it and fix it.
That's why firms like Impact PR help businesses build integrated cyber comms strategies that hold up under fire.
"A fast, clear, and honest response is your best asset in a crisis." - Mark Devlin, Director, Impact PR
For Indian businesses looking to strengthen their cyber response, this is one area you can't afford to overlook.
Related Resources:
About the author
Mark Devlin is Managing Director of Impact PR, a New Zealand-based agency specialising in strategic crisis communications for cybersecurity, finance, and government clients across the Asia-Pacific region.
