Redazione RHC : 30 September 2025 09:25
In recent years, cyberattacks have become a major threat to businesses, regardless of industry. While technical departments focus on troubleshooting and restoring systems, the true test of an organization’s ability to communicate clearly and credibly with the public is the organization’s ability to address these issues.
In a digital crisis, in fact, reputation risks suffering damage that is often more severe than the economic losses resulting from the attack itself.
The trust of customers, partners, and even employees is an intangible asset that is built over time and can be compromised in a matter of hours. It’s not just the severity of the attack that determines the impact on a company’s image, but above all the quality of the information being shared.
A company that chooses silence or provides vague communications leaves room for negative interpretations and the spread of uncontrolled rumors.
Conversely, those who demonstrate transparency and maintain constant dialogue with users demonstrate that they have the situation under control, even in emergency conditions . Reputation, in this sense, becomes an integral part of crisis management.
During a cyber attack , many companies make the same mistakes, which end up making the crisis much worse:
These strategies do not protect the brand: on the contrary, they create a boomerang effect that can last well beyond the end of the attack.
Effective communication during a cyber crisis doesn’t mean divulging every technical detail, but rather crafting a clear and coherent narrative . It’s essential to convey three key messages:
This balanced transparency is the best antidote to the spread of speculation, helps strengthen credibility, and allows for a neutral tone in conversations in the media and on social media.
In the past, cybersecurity was considered a technical area, entrusted exclusively to IT specialists. Today, it’s clear that the stakes are much higher: corporate reputation. For this reason, public relations departments must be involved from the earliest stages of a crisis.
Only with a constant flow of information between IT and PR is it possible to provide the public with accurate and timely updates . A lack of coordination, on the other hand, exposes the company to the risk of inconsistent or contradictory communications, which increases mistrust and can cause long-term damage.
Every organization should develop a shared protocol in advance for managing communications in the event of a cyber attack. This document should establish:
Preparing ahead means avoiding improvisation during a crisis and demonstrating professionalism, turning a critical moment into an opportunity to strengthen trust.
Managing a cyber attack is not just a technical issue.
Communication plays a crucial role in protecting a company’s reputation. Companies that embrace transparency, consistency, and timeliness not only mitigate the immediate impact of a crisis, but can also strengthen their relationships with their customers and stakeholders.
In a context where cyber attacks are increasingly frequent, knowing how to communicate becomes a strategic element, on a par with technological defense measures.
Because it’s not a question of whether you’ll be attacked. It’s just a question of how you’ll recover from a cyberattack. And that’s the most important thing to focus on.
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