Cybersecurity Public Relations And Marketing Strategy

How to Protect your Business from a Cyber Breach

In today’s digitally connected era, people’s data is practically everywhere, which means that pretty much anyone is facing the threat of being hacked, from the most secure organizations in the world to everyday individuals. This means that the odds of a cyber breach happening to a company are relatively high, and its impacts can be quite negative. The damages that a company might end up with as a result of a cyber attack tend to be big and scary, such as lawsuits, compliance fines, loss of revenue, and more. However, the one thing that can impact a company in the most negative way with a cyber attack is damaging the company’s public reputation, which can result in a loss of trust with consumers, employees, investors, and partners alike. Since pretty much every company is facing a cyber-attack at some point in its existence, the main concern for every business should be what that attack can do to the company, which means companies should include the cyber attack scenario as part of their PR crisis plans so they will be able to respond to situations like that. Cybersecurity PR is important. 


Responding to a cyber attack is very important for companies to do, and the situation might have additional legal complications. That’s why before a company can respond to anyone, it’s important to reach out to a professional in cyber security or even a lawyer too, that will help the company with its response. These professionals can help companies respond to all the requirements that apply to a business, and they can even be helpful in getting the company to choose a specialized PR agency that will help the business deal with the situation a lot easier.


The last thing that any company wants to face during a cyber attack is for the consumers to hear about the attack from a third-party source, especially with personal information that those customers may have trusted the company with in the first place. That’s why it’s important for companies to take control of the public narrative surrounding the cyber attack by letting everyone know that the company is expressing a sincere apology for the situation and anyone that might be affected by it, as well as sharing details about what has happened and what the company is doing about the situation at hand. When a company avoids reporting a cyber attack as soon as it finds out about it it can lead to a lot more damage to the company’s reputation, but it can also come with quite expensive fines because the company decided to avoid informing its consumers about it.


Once the company has notified its customers about the cyber attack, it’s important to proceed with caution and ensure that the business has all the information about the attack itself before making any public statements or communicating with the media. Making any statements that the company isn’t completely sure about which can later be disproven can only further risk damaging the reputation of the business. That means during situations like that, companies need to have separate communication plans for employees, customers, partners, and media outlets so that all the information that the company needs to receive and send out will be done through the right channels.

Ronn Torossian is Chairman of 5WPR.

Ronn Torossian

Ronn Torossian is the founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals in the company’s headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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