Using PR in a data-driven world

The possibility of business systems being compromised is significant, so it is important top be prepared. The following checklist can help your organization mitigate negative business impact in the event of a security breach.

1. Proactively monitor your brand

There is no shortage of social media monitoring tools that can be used to track engagement, links, articles and sentiment. Every business should employ a tool such as BuzzSumo or Hootsuite, to monitor what people are saying about your brand.

This is especially important during an issue. It is crucial to measure the volume, cadence and sentiment of the conversation to provide a clear idea of how to manage negative conversations.

2. Plan, plan, plan

You should have plans, not a plan. Have a plan for every possible issue that might impact your business. Sure, many steps may be similar, but account for the unique characteristics presented by each issue. And, size the response appropriately. For instance, a statement from the CTO or possibly the CEO may be necessary for severe issue but for issues like a service interruption, an email to relevant stakeholders may be adequate.

Plans should be accompanied by a list of relevant stakeholders including shareholders, employees, vendors and media.

3. Identify the team and chain of command

Each plan should include a chain of command that contains a list of key decision-makers, their contact information and clearly defined roles and responsibilities.

4. Communicate!

It is important to retain the trust of stakeholders during an issue – be honest, transparent and deliver meaningful, timely updates.

Effective communication is key to maintaining a positive reputation and ensuring business continuity.