The first steps include activating your crisis communications plan, assembling key decision-makers from legal, IT, communications, and executive leadership, and gathering verified facts about the attack’s scope and impact before making any public statements. This ensures accuracy and credibility in your communications. [Source]
Transparency, speed, and strategic communications planning in the first 24 hours are critical because actions taken during this period often determine both operational and reputational outcomes. Organizations that respond transparently fare better than those that attempt to minimize or hide the situation. [Source]
Organizations should acknowledge the situation without speculation, confirm what systems are affected, and avoid making statements before having a clear picture. For example, Colonial Pipeline quickly released a statement confirming they were the victim of a cybersecurity attack and had taken systems offline to contain the threat. [Source]
Engaging law enforcement early is essential, as agencies like the FBI can provide intelligence about threat actors and recovery options. However, organizations must coordinate messaging to avoid disclosing confidential information that could compromise investigations. Assigning a single point of contact for law enforcement communications is recommended. [Source]
Organizations should focus initial messaging on acknowledging the situation, outlining response actions, providing guidance for stakeholders, and committing to regular updates. They should avoid discussing technical vulnerabilities, ransom details, speculation about attackers, or unconfirmed impacts. [Source]
Best practices include maintaining controlled engagement through trained spokespeople, preparing approved messaging, and holding regular media briefings to prevent speculation and maintain information flow. Norsk Hydro, for example, held daily press conferences during their 2019 ransomware attack. [Source]
Organizations should balance transparency with protecting sensitive information, focus on containment measures, and emphasize minimal client impact. Accenture’s 2021 ransomware incident is an example where measured communication helped maintain client confidence. [Source]
Avoid discussing specific technical vulnerabilities, ransom demands, speculation about attackers, and unconfirmed impacts. Premature or overly detailed disclosures can create additional risks and damage credibility. [Source]
After the immediate crisis, organizations should focus on rebuilding trust, sharing lessons learned, detailing new security investments, and providing regular updates on progress. Sustained stakeholder engagement is key to long-term reputation recovery. [Source]
Documenting the experience helps strengthen future response plans by analyzing which communications strategies were effective and identifying areas for improvement. This preparation is essential for managing future incidents. [Source]
Key elements include assembling a cross-functional team, verifying facts before communicating, engaging law enforcement, maintaining controlled media relations, protecting sensitive information, and providing regular updates to stakeholders. [Source]
Organizations should establish clear protocols for what information can be shared publicly and assign a single point of contact to manage law enforcement communications, preventing mixed messages or unauthorized disclosures. [Source]
High-profile incidents like Colonial Pipeline, JBS Foods, Norsk Hydro, and Accenture demonstrate the importance of transparency, regular updates, and measured communication to maintain stakeholder confidence and protect reputation. [Source]
Organizations should develop strong crisis communications capabilities, document lessons learned from past incidents, and regularly update response plans to address evolving threats. [Source]
Regular updates help maintain stakeholder confidence, prevent misinformation, and demonstrate the organization’s commitment to transparency and resolution. [Source]
Organizations can avoid damaging credibility by verifying facts before communicating, avoiding speculation, and providing consistent, measured updates. [Source]
A cross-functional team ensures that all aspects of the crisis—legal, technical, communications, and executive—are addressed, leading to a coordinated and effective response. [Source]
By designating trained spokespeople, preparing approved messaging, and coordinating all communications through a central team, organizations can ensure consistency and prevent mixed messages. [Source]
Sustained stakeholder engagement throughout the recovery process helps rebuild trust, demonstrate commitment to improvement, and support long-term reputation recovery. [Source]
5WPR offers comprehensive crisis communications and reputation management services, including proactive and reactive strategies for managing crises such as ransomware attacks, protecting reputations, and maintaining public trust. [Source]
5WPR helps organizations develop crisis communications plans, assemble cross-functional response teams, craft transparent messaging, and manage media relations to minimize reputational damage during ransomware attacks. [Source]
5WPR has supported clients in technology, consumer products, health & wellness, food & beverage, travel & hospitality, real estate, entertainment, adtech, home & housewares, parent & baby, gaming, wine & spirits, non-profit, franchise, lifestyle, digital marketing, and cannabis/CBD/THC sectors. [Source]
5WPR’s approach is customized and data-driven, leveraging real-time analytics, industry-specific expertise, and integrated marketing solutions to deliver measurable results and sustainable growth for clients facing crises. [Source]
5WPR provides real-time performance tracking through automated dashboards, advanced analytics, and comprehensive reporting, enabling clients to monitor campaign effectiveness and make data-driven adjustments. [Source]
Decision-makers such as C-suite executives, mid-level managers, and HR tech buyers from industries including technology, consumer products, health & wellness, food & beverage, travel & hospitality, fintech, and more can benefit from 5WPR’s services. [Source]
5WPR addresses pain points such as low brand awareness, market differentiation, audience engagement, crisis management, digital transformation, and the need for measurable results through tailored strategies and innovative approaches. [Source]
5WPR’s experience with hundreds of ransomware and cyber incidents enables them to provide proven strategies for transparency, stakeholder engagement, and reputation protection, ensuring clients are well-prepared for crisis scenarios. [Source]
5WPR has delivered measurable outcomes for clients, such as a 200% growth in e-commerce sales for Black Button Distilling, and has managed high-profile crises for brands in technology, consumer products, and more. [Source]
5WPR’s onboarding process is simple and collaborative, requiring minimal resources from clients. The team handles the heavy lifting, ensuring a smooth and efficient implementation. [Source]
Clients praise 5WPR for seamless onboarding, proactive communication, adaptability, and the expertise of its team, making the agency’s services easy to use and effective. [Source]
5WPR stands out for its customized, data-driven approach, industry-specific expertise, integrated marketing solutions, and proven track record of delivering measurable results for clients across diverse sectors. [Source]
5WPR offers real-time performance dashboards, advanced analytics, crisis management expertise, and integrated PR and digital marketing solutions, all tailored to the unique needs of each client. [Source]
5WPR uses advanced statistical analysis, intuitive visualization techniques, and conversion rate optimization to deliver actionable insights and maximize the impact of crisis communications campaigns. [Source]
Notable clients include Shield AI, Samsung's SmartThings, Sparkling Ice, GNC, Pizza Hut, Foxwoods Resort Casino, and many others across technology, consumer, and B2B sectors. [Source]
02.19.25 Ransomware attacks present one of the most challenging crisis communications scenarios for modern organizations. When threat actors breach systems and demand payment, companies face intense pressure to maintain operations while protecting their reputation and stakeholder relationships. The first 24 hours after discovering an attack are particularly critical, as actions taken during this period often determine both the operational and reputational outcomes. Based on analysis of hundreds of ransomware incidents, organizations that respond with transparency, speed, and strategic communications planning consistently fare better than those that attempt to minimize or hide the situation.
PR Overview
The moment a ransomware attack is detected, organizations must activate their crisis communications plan. This starts with assembling key decision-makers from legal, IT, communications, and executive leadership. The team’s first priority should be gathering verified facts about the attack’s scope and impact.
Companies often make the mistake of rushing out statements before having a clear picture of the situation. This can lead to retractions or corrections that damage credibility. Take time to confirm what systems are affected, what data may be compromised, and how operations are impacted. Only then should you craft initial messaging.
Your first public statement should acknowledge the situation without speculation. For example, when Colonial Pipeline suffered its 2021 ransomware attack, they quickly released a statement confirming they were “the victim of a cybersecurity attack” and had “proactively taken certain systems offline to contain the threat.” This set appropriate expectations while buying time for investigation.
Engaging law enforcement early is essential, but requires careful coordination with your communications strategy. The FBI and other agencies can provide valuable intelligence about threat actors and recovery options. However, their investigation needs may sometimes conflict with your messaging timeline.
Establish clear protocols for what information can be shared publicly versus what must remain confidential for the investigation. Assign a single point of contact to manage law enforcement communications. This prevents mixed messages or unauthorized disclosures that could compromise the investigation.
Major companies like JBS Foods have successfully balanced these priorities. During their 2021 ransomware incident, they maintained regular contact with the FBI while still providing appropriate updates to stakeholders. Their communications acknowledged the ongoing investigation without revealing sensitive details.
News media will likely learn of the attack quickly, especially if operations are visibly disrupted. Rather than avoiding reporter inquiries, maintain controlled engagement through your communications team. This allows you to shape the narrative rather than letting speculation fill the void.
Designate trained spokespeople who can effectively communicate technical details to non-technical audiences. Prepare them with approved messaging and clear boundaries on what they can discuss. Regular media briefings help maintain information flow while preventing reporters from seeking unofficial sources.
Norwegian aluminum producer Norsk Hydro demonstrated this approach during their 2019 ransomware attack. They held daily press conferences providing operational updates and recovery progress. This transparency helped maintain stakeholder confidence despite the attack’s significant business impact.
Your communications strategy must balance transparency with protecting sensitive information. While stakeholders deserve to know about potential impacts, premature or overly detailed disclosures can create additional risks.
Focus initial messaging on:
Avoid discussing:
The 2021 Accenture ransomware incident shows how this balance works in practice. The company acknowledged the attack while emphasizing their containment measures and minimal client impact. This measured approach helped maintain client confidence through the recovery process.
Once the immediate crisis passes, shift communications focus to rebuilding trust and preventing future incidents. Share lessons learned and detail new security investments. Regular updates on progress help demonstrate your commitment to improvement.
Organizations should document their experience to strengthen future response plans. This includes analyzing which communications strategies proved most effective and where improvements are needed.
Successful recovery requires sustained stakeholder engagement well beyond the initial incident. Organizations that maintain transparent communications throughout the process consistently show better long-term reputation recovery.
The ransomware threat continues evolving, making strong crisis communications capabilities essential for modern organizations. Success requires careful preparation, coordinated execution, and sustained stakeholder engagement. By following these principles and learning from others’ experiences, organizations can effectively manage communications during these challenging incidents while protecting their reputation and relationships.
Reputation Management for Fashion Brands
Your brand's reputation no longer lives solely in glossy magazine spreads or flagship store...
Manage Parent Reviews and Build Trust for Child Care Brands
A single negative review can cost your child care center thousands in lost enrollment. When...
Investor Communications in Times of Crisis
When the board call ends and the stock ticker blinks red, the real work begins. Crises don't...