How to Communicate During a Data Breach

The High Stakes of Data Breach Crises

Few corporate crises have as lasting an impact on stakeholder trust as a data breach. According to PublicRelay’s benchmark data, the reputational impact of a data breach is 9x greater than other governance crises, which is a staggering difference that highlights how sensitive consumers, investors, and regulators are to cybersecurity failures.

And it’s not just a short-term hit. The media fallout from a data breach lingers for over half a year, with companies struggling to regain control of the narrative. Unlike other crises that may fade from public attention, lawsuits, regulatory scrutiny, and newly uncovered details often extend the media cycle, making it difficult to move forward. Effective crisis communication for data breaches is essential to mitigating reputational damage and maintaining customer confidence.

What to Expect in the Aftermath of a Data Breach

Companies experiencing a data breach should prepare for a long and difficult reputational recovery. The media landscape following a breach remains overwhelmingly negative, with all cases analyzed in our benchmark showing sustained negative media tone scores post-crisis. This means that even well-handled responses tend to face an uphill battle in reshaping public perception.

Beyond negative press coverage, organizations must also anticipate significant legal and regulatory challenges. Data breaches frequently trigger lawsuits, regulatory investigations, and compliance reviews, all of which can stretch on for months or even years. Each new legal development risks reigniting media attention, keeping the crisis alive long after the initial incident.

Finally, a data breach directly impacts the trust of customers, employees, and investors. Stakeholders who once relied on a company’s security measures may now question its ability to protect sensitive information. Without a proactive effort to rebuild credibility, businesses risk long-term reputational damage that could impact customer retention, employee morale, and investor confidence.

Best Practices for Communicating During a Data Breach

The right communications strategy can make the difference between a temporary setback and long-term reputational damage. Here’s how to navigate the crisis effectively:

1. Act Fast. Be Transparent

When a data breach occurs, the worst mistake a company can make is delaying communication. Stakeholders expect to hear directly from the company involved, rather than through media reports or leaked information. Organizations must acknowledge the breach as soon as possible, even if full details are not yet available. This initial response should provide a clear overview of what is known, what steps are being taken, and what affected parties should do to protect themselves.

Transparency is key, but speculation should be avoided. Stick to confirmed facts and ensure that all statements are consistent across channels. This prevents confusion and reduces the likelihood of misinformation spreading. When companies are honest about what happened and what they’re doing to fix it, they demonstrate accountability and begin rebuilding trust.

After its data breach in 2013, which affected up to 110 million customers, Target faced criticism from stakeholders for knowing about the breach but not relaying the news until four days later. Though compared to other incidents, this is a relatively quick response, the fact that the news was broken by the cybersecurity blogger Brian Krebbs before any official announcement came from the retailer did not help perspective. Backlash was compounded by what was deemed inadequate communications with customers post-announcement. Customer services lines were flooded, “and a website banner informing customers of the breach was too small to see.” (Forbes).

2. Prepare for Extended Media Attention

Unlike other crises that fade quickly, data breaches tend to have a long media tail. The initial announcement is just the beginning. New details often emerge in the following weeks and months, reigniting coverage. Companies must be prepared for this prolonged cycle and should proactively provide updates rather than waiting for media inquiries.

A strong media strategy involves controlling the narrative by consistently reinforcing what the company is doing to enhance security. Regular updates on security improvements and internal investigations help shift the focus from the breach itself to the company’s commitment to preventing future incidents. Additionally, senior leadership should take an active role in public communication, demonstrating that cybersecurity is a top priority at the highest levels of the organization.

3. Use Cybersecurity Thought Leadership to Rebuild Trust

One of the most effective ways to recover from a data breach is to position the company as a leader in cybersecurity. Organizations that took this approach in past crises saw the strongest reputational recovery in our benchmark analysis. This means going beyond simply fixing the problem. Companies must actively engage in cybersecurity conversations, advocate for stronger protections, and showcase their commitment to data security.

Announcing an internal investigation is a critical first step. When companies publicly commit to identifying the root cause of the breach and implementing corrective measures, it reassures stakeholders that they are taking the issue seriously. However, it’s just as important to publicize new policies and security enhancements that demonstrate long-term improvements. Whether through blog posts, executive interviews, or industry panel discussions, organizations should make cybersecurity a central part of their messaging.

Finally, engaging in thought leadership by participating in cybersecurity forums, collaborating with experts, and contributing to discussions on data protection can help reposition a company as a proactive player in the security space. This shifts the narrative from one of crisis response to one of innovation and leadership.

4. Strengthen Your Cybersecurity Reputation Before a Crisis Hits

The best way to manage a data breach crisis is to build a strong cybersecurity reputation before one occurs. Companies that had existing credibility in this space experienced less severe reputational damage and faster recovery in our benchmark data.

Proactively communicating security efforts is essential. Organizations should regularly highlight their commitment to data protection through corporate communications, media engagements, and industry partnerships. This establishes a foundation of trust that can serve as a buffer in the event of a breach.

Additionally, building relationships with journalists and media outlets covering cybersecurity ensures that a company is seen as a credible source. This can be particularly valuable during a crisis, as having existing media connections can help ensure accurate reporting and prevent the spread of misinformation.