National Data Breach
National Data Breach
THE SITUATION
When a public company first discovered a data breach that impacted millions of customers in 46 states, it knew the ramifications could be severe. While the company had made significant investments in preventative cyber security measures, a mistake was made that could have a dramatic impact on its business and public reputation.
THE TASK
Within 24 hours of discovering the possible data breach, we began developing a strategic plan and started monitoring online and social media with a focus on cyber security media and blogs that report on data breaches. Once the story broke, we provided a strategy and response messaging and assisted with researching and executing a media notification plan in accordance with federal guidelines. Throughout the crisis, we assisted with all aspects of response from media to partners and customers.
THE WORK
Collaborated closely with inside and outside counsel, HR, C-Suite and corporate communications
Developed the response strategy, positioning and messaging
Drafted holding statements, talking points, management talking points, customer correspondence, scripts for customer service representatives, internal communication, etc.
Monitored online and social media
Developed media response strategy and messaging
Researched and executed media notification plan
Coordinated notification and response with partners, including a prominent Fortune 500 company
Provided 24/7 assistance over a four-month period
THE RESULT
While the extent of the data breach was being determined, we worked to update plans, contingencies, messaging and other materials. Once the company took action to report the incident, we worked to ensure the messaging and tactics were effective and demonstrated the organization’s proactive actions and accountability. The strategic and purposeful response helped significantly mitigate reputational and business damage. Our efforts, especially the media notification plan, were praised by outside counsel based in Washington DC, who has proposed several of our best practices to other high-profile clients experiencing data breaches.