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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
MANAGING A HACK: A Communicator’s Guide to a Data Breach
Sandra Fathi President, Affect Email: [email protected] tweet: @sandrafathi web: affect.com blog: techaffect.com
PRSA International Conference, Indianapolis October 24, 2016
PROPRIETARY & CONFIDENTIAL Affect
SANDRA FATHI BIO
Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services
o Board Member, PR Council o Board Member, PRSA-NY
o Past Tri-State District Chair, PRSA o Past President, PRSA-NY Chapter o Past President, PRSA Technology Section
[email protected] @sandrafathi
PROPRIETARY & CONFIDENTIAL Affect
CRISIS WORK SAMPLE EXPERIENCE
o Data Breaches, Identity Theft, Website Hacks, Malware (Multiple Companies)
o Hurricane Sandy, Hurricane Irene (ConEd) o Worker Strike, Manhole Cover Explosion, Building Explosion (ConEd) o Hit & Run (By Company Employee) o Sexual Harassment and Executive Misconduct (By CEO) o Executive Arrest for DUI o Terrorist Activity Interrupts Operations (Tech Company) o Foreign Mafia Threats on Executives o Employee Kidnapping/Release by Militia (EDS)
PROPRIETARY & CONFIDENTIAL
THE THREAT IS REAL
• The Element of Surprise: breaches are often leaked to the media before full investigations are complete
• Under Pressure: Customers, media, employees etc. demand information
• The Gift that Keeps on Giving: Data breach incidents tend to have more than one news cycle
• Social Media Wildfire: False information spreads quickly on sites like Twitter, Facebook and LinkedIn
If you are prepared for data breach response, you have a better chance of controlling your message and preserving your reputation.
PROPRIETARY & CONFIDENTIAL
WHAT’S THE SCENARIO
• Scenario #1: A reporter tweets that they’ve broken a story about your data breach – you were unaware that the press was aware.
• Scenario #2: IT department detects a breach and informs the PR department that it has been mitigated.
• Scenario #3: The FBI calls to tell you that they are investigating your data breach.
• Scenario #4: The IT department reports a breach to PR, but has no idea how large it is or what the total impact will be.
You need a plan and you needed it yesterday.
PROPRIETARY & CONFIDENTIAL Affect
CORE CONCEPTS CRISIS COMMUNICATIONS
4 Phases of Crisis Communications
1. Readiness
2. Response
3. Reassurance
4. Recovery
PROPRIETARY & CONFIDENTIAL Affect
PHASE 1: READINESS PREVENTATIVE MEDICINE
Anticipating a Crisis
1. Crisis Mapping (SWOT Analysis)
2. Policies and Procedures (Prevention)
3. Crisis Monitoring
4. Crisis Communications Plan
5. Crisis Action Plan
6. Crisis Standard Communications Template
PROPRIETARY & CONFIDENTIAL Affect
THREAT MAPPING RISK ASSESSMENT
Internal
• Employees
• Facilities
• Vendors/Suppliers
• Distributors/Resellers
• Product
External
• Acts of Nature
• Market
• Legal Restrictions/Law
• Customers
• Advocacy Groups
Anticipating & Understanding Threats to a Business
People, Products, Facilities, Environment, Information
PROPRIETARY & CONFIDENTIAL Affect
INFORMATION THREATS
What’s in your files?
1. HR – Name, Address, Social Security
2. Payroll – Name, Address, Social Security & Bank Account
3. Customer – Name, Address, Credit Card & Bank Account
4. Vendor – Name, Address, Credit Card & Bank Account
5. Other – Medical Records, Demographic Information, Email, File Servers etc.
PROPRIETARY & CONFIDENTIAL Affect
CRISIS COMMUNICATIONS ANTICIPATING THREATS
Create A Chart: Potential Informational Threats to Your Business
HR Sales Marketing Finance
Rank Order
High Risk to
Low Risk
PROPRIETARY & CONFIDENTIAL Affect
CRISIS TOOLKIT RESPONSE RESOURCES
1. Develop materials: • Messages/FAQ • Prepared statements • Press release template • Customer letters 2. Train employees • Awareness • Anticipation • Organizational Preparation
3. Prepare channels: • Hotline • Dark site • Social Media
4. Data Breach/Customer Assistance Resources • Microsite/Landing Page FAQ • Identity Theft Remediation
Services • Force Password/Account
Information Change • Special Customer Advocate/Team
PROPRIETARY & CONFIDENTIAL Affect
IMMEDIATE ACTION BEST PRACTICES
Preparing a Response
1. Don’t delay 2. Acknowledge situation 3. Acknowledge impact and ‘victims’ 4. Commit to investigate 5. Commit to sharing information and cooperation with relevant parties 6. Share corrective action plan if available 7. Respond in the format in which the crisis was received**
PROPRIETARY & CONFIDENTIAL Affect
RESPONSE OUTLINE CRITICAL INFORMATION
Prepare a Template Crisis Response:
1. What happened? 2. What do we know about it? 3. Who/what was impacted? 4. How do we feel about it? (How should we feel?) 5. What are we going to do about it? 6. When are we going to do it? 7. When/how will we communicate next?
PROPRIETARY & CONFIDENTIAL Affect
CUSTOMER COMMUNICATION
Notice of Data Breach
1. Introduction: Why are we contacting you?
2. What happened?
3. What information was compromised?
4. What are we doing to remedy the situation?
5. What can you do to prevent/mitigate further risk?
6. Where can you find more information?
PROPRIETARY & CONFIDENTIAL Affect
PHASE 3: REASSURANCE DOSE OF MEDICINE
Who to Reassure? How to Reassure?
1. Develop full response plan 2. Put plan into action: Immediate remedy 3. Communicate results of plan and impact 4. Reaffirm commitment to correction 5. Demonstrate results of program
PROPRIETARY & CONFIDENTIAL Affect
PHASE 4: RECOVERY LONG-TERM TREATMENT PLAN
Rebuilding reputation, trust and customer loyalty Implementing preventative measures for long-term crisis mitigation
and/or prevention
1. Review need for operational, regulatory, environmental and employee changes
2. Develop long-term plan including policies and prevention tactics 3. Reassess crisis plan 4. Regain customer/public trust
PROPRIETARY & CONFIDENTIAL Affect
1. Implement Policies to Address Potential Vulnerabilities
2. Establish a Regular Review Cycle for Information Security
3. Establish Inter-Departmental Cooperation
4. Establish a Framework for Response
5. Build a Data Breach Crisis Toolkit
10 KEY TAKEAWAYS CRISIS COMMUNICATIONS FOR DATA BREACHES
PROPRIETARY & CONFIDENTIAL Affect
6. Know Where & How to Respond
7. Prepare Your Employees in Advance
8. Establish Assistance Services for those Impacted
9. Know the Law Regarding Reporting in All Regions of Operations
10. Be Honest, Be Transparent
10 KEY TAKEAWAYS CRISIS COMMUNICATIONS FOR DATA BREACHES
PROPRIETARY & CONFIDENTIAL Affect
RESOURCES
White Paper:
Crisis Communications in the Social Media Age
Download at: Affect.com
PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
Sandra Fathi President, Affect Email: [email protected] tweet: @sandrafathi web: affect.com blog: techaffect.com
Slides Available: Slideshare.net/sfathi