A security breach is one of the most dreaded forms of attack against any modern day company. Security breaches not only put the brand and its employees at risk, but also the customers and clients, which the company serves.

This affects the brand’s reputation and its ability to inspire trust. While more people know how easy it is to be victimized bu hackers, how a company handles the situation after the fact speaks volumes.

Prevention is Better than Cure

The best way to prepare for a crisis is to stop it from happening in the first place. Prevention is better than cure. Security breaches can cost a company millions of dollars in damages when simple methods could prevent the breach from happening.

Some simple methods include working with PR specialists to craft campaigns and training programs directed at employees. These should raise awareness of cyber security threats. They should also cover the importance of prioritizing data security, by encouraging employees to secure their credentials and create complex passwords.

Putting monitoring systems in place also help secure company data, as well as prevent the terrible situation of finding out about a breach in the media. One cyber security company noted that 53 percent of the cases brought to it by clients were discovered by external sources. This can make it difficult to encourage customers and employees to trust a company with their personal information.

Keeping personnel on board trained to track suspicious activity on the company’s network, helps catch problems early. Giving the company the chance to make its statement before speculation begins.

Planning for Data Breaches

Even the most proactive companies may still get hacked, so it’s important to have a plan in place, just in case. Otherwise, when cyber attacks occur, companies often blunder in their response to the situation. This lack of preparation may lead to either impulsive decisions, or taking too long to resolve the issue – either of which could make the situation worse.

The Risk of Delaying Action

Taking too long to respond to the crisis makes customers anxious while giving the media the opportunity to fill in the blanks with speculations. This makes it difficult later on to dispel rumors about what happened when it happened, and what the extent of the damage is. People then begin to lose faith in the company – a difficult thing to rebuild.

The Danger of Acting without a Plan

An impulsive and not well-thought out action can also create problems. The public may accuse the company of lying or covering up bigger issues if the original reason given for the breach is later proved false.

Not having a plan in place when hackers strike almost always leaves a company scrambling to clean up the mess. Companies should prepare their IT personnel to handle these situations. In addition to this, they should work with public relations specialists to create crisis communication plans to maintain the trust of employees, shareholders, customers, and the general public.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.