STATE OF PLAY
A federal technology contracting firm was the victim of a highly publicized cyberattack that compromised information related to two of the firm’s most prominent government clients. A notorious hacker claimed responsibility for the data breach, alleging possession of personal information belonging to more than 100,000 U.S. citizens. Despite these claims, the hacker only obtained outdated, non-sensitive company data. However, numerous news sources inaccurately reported that the hacker had stolen sensitive information as part of the breach – a falsehood the company sought to rectify immediately.
ACTION
Narrative took charge of developing all communications materials and providing earned media support for the company following the breach. These materials were meticulously crafted to achieve two primary objectives: 1) to navigate the news cycle and set the record straight, and 2) to reassure current and potential customers, as well as internal employees, that the company was implementing effective measures to safeguard its customers’ personal information and fortify defenses against future attacks.
Swift Action Earned Media Support – Narrative formulated an on-the-record statement attributed to the firm’s CEO, published on the company’s website, and widely distributed to industry press. Subsequently, leading industry news outlets covered the statement, offering additional context on the breach, emphasizing that the hacker did not access sensitive information, and integrating the firm’s perspective into the conversation. This proactive approach enabled the company to shape the narrative rather than remain passive.
Ongoing Guidance and Media Monitoring – Narrative met with the company’s team daily to assess the latest developments and identify areas where additional resources could be deployed for internal communications and earned media efforts. Additionally, Narrative circulated news clips twice daily, Monday through Friday, and once on Saturdays and Sundays, documenting new coverage of the breach and the company’s statement in the news cycle and on social media.
Engaging with Reporters and Building Relationships – Narrative initiated proactive outreach to establish connections between key members of the press and the company’s leadership. Simultaneously, Narrative conducted reactive outreach to bring the company’s statement to the attention of reporters who had covered the breach without including the company’s perspective in their initial reporting. As a result of these efforts, stories were updated to include the company’s statement. Narrative also collaborated with a reporter to modify a misleading headline to ensure accuracy.
Showcasing Thought Leadership and Owned Media Support—Narrative authored a blog post written from the perspective of the company’s CEO. The post highlighted the lessons learned from the breach, the escalating cybercrime landscape, and the imperative for companies to uphold robust cyber hygiene to protect their customers. It underscored the company’s leadership in this area and its adept handling of the cyber crisis.
Creative Services – Towards the conclusion of the engagement, Narrative assisted in creating a range of graphic design materials, including a “By-the-Numbers” one-pager and an “Employee Spotlight” graphic, designed to reinforce the company’s dedication to its employees and showcase its achievements to current and potential customers.
Research – Narrative conducted thorough research to identify thought leadership opportunities for the company’s executives, aiming to demonstrate positive industry engagement through exhibitions or sponsorships. The goal was to position the company prominently in front of critical audiences at industry events, showcasing its expertise and leadership while drawing on lessons learned from the breach.
IMPACT
Narrative’s efforts led to a significant shift in the news cycle, with the company’s statement and key messages being effectively integrated into stories by major tech news and cyber trade publications in the U.S. and Europe.
Within a week of our involvement, the news cycle subsided around the story, mainly due to consistent communication with key reporters and the revelation that the hacker had not accessed sensitive information from the company’s database. This rendered the story devoid of substance and appeal to readers.
