As a disruptive tech PR agency, we know that cyberattacks are becoming more common. We write numerous articles for our clients about how companies should prepare for an attack by tightening systems, patching vulnerabilities, and building resilience.
But an important area that’s often forgotten is being ready to communicate. When a cyberattack or AI misuse happens, the way an organisation responds in the first few hours can shape its reputation for years. Technical readiness is only part of the solution. Responding clearly, honestly, and with empathy can be the difference between a small setback and a major crisis.
The Evolving Nature of Crisis
Traditional PR challenges such as product recalls, advertising missteps, executive errors, are still very much relevant, but many of today’s most damaging incidents stem from cybersecurity failures, AI-driven errors that misrepresent a brand, or ethical issues that escalate quickly online.
It is not just the type of risk that has changed but the speed, scale, and expectations surrounding communication. News spreads globally in seconds. Social media magnifies every detail. And audiences expect clarity, accountability, and real action almost immediately. Organisations are under pressure to respond in real time, and well.
Learning from High-Profile Incidents
Luxury group Kering experienced a breach in mid-2025 affecting customer data across several brands, including Gucci, Balenciaga, and Alexander McQueen. The company quickly clarified that financial information remained secure and laid out its next steps clearly. That early acknowledgement helped contain speculation and protect trust, showing how “limited impact” doesn’t lessen the need for transparency.
UK retailer Co-op Group faced major operational disruption following a cyberattack, with costs of more than £200 million. By openly addressing the impact and providing regular updates, Co-op kept credibility intact. For retail and service brands, operational downtime carries its own reputational risk and communication must reach customers, employees, suppliers, and regulators alike.
Marks & Spencer experienced a cyber incident in 2025 that exposed some customer personal data and temporarily disrupted online services. By quickly confirming what had and hadn’t been accessed, offering clear password-reset guidance, and warning customers about phishing attempts, M&S kept speculation in check and maintained trust. Their response shows how practical, helpful communication matters just as much as technical fixes.
Jaguar Land Rover suffered a major cyberattack that halted vehicle production and disrupted its supply chain. JLR immediately acknowledged the operational impact, committed to ongoing updates, and supported suppliers during the downtime. Their approach highlights that in complex manufacturing environments, reputation is protected by talking to customers and communicating openly with employees, partners, and suppliers affected by the fallout.
Key Lessons for PR Teams
Speed and accuracy go hand in hand. Crises must be acknowledged quickly, without guesswork, and with a clear sense of ownership. Setting the message, designating spokespeople, and being transparent about what’s known and what isn’t, helps steady the narrative.
Strong crisis communications balance honesty with usefulness. Jargon-free language, empathy, and practical steps go a long way in maintaining credibility. And behind the scenes, PR, IT, and legal teams need to work closely together, using prepared statements and monitoring tools to stay on top of the situation and keep communication flowing.
Proactive Client Guidance: Preparing for the Next Crisis
Every organisation needs an up-to-date crisis communications plan that covers cyber, and AI scenarios, backed by a cross-functional incident response team. Pre-approved templates for early statements and stakeholder updates remove delays when time is of utmost importance. Clear spokespeople, defined decision-making processes, and detailed stakeholder maps ensure that the right messages reach the right people.
Regular crisis simulations give teams a chance to practise under pressure, so they’re ready when real incidents happen. Messaging should reflect the organisation’s values, and post-incident reviews should focus on accountability, key learnings, and continuous improvement.
The Role of PR Agencies Today
In this new risk landscape, PR agencies are more than storytellers, we’re resilience partners. Clients rely on us not only to manage reputational fallout but to help prevent it. Trust, speed, and transparency sit at the heart of this work.
By embedding crisis-ready communication into the core of organisational resilience, agencies can help clients navigate whatever comes next, and come out stronger on the other side.
Want to be ready to respond to any situation? Do get in touch.