Brand impersonation through cyber crime is a significant issue in today’s business landscape. Cyber attackers continuously refine their tactics to deceive unsuspecting individuals and organisations alike, creating reputation damage along the way. Not-for-profits and insurance companies in particular face unique vulnerabilities due to the sensitive nature of their operations and the trust placed in their brands.
“If your brand falls prey to a cyber attack, navigating the aftermath requires swift and decisive action and communication to mitigate potential reputation damage and maintain stakeholder trust.” Caroline Healy, We Are Savvy CEO, says.
So, what steps should you take if your organisation’s brand is impersonated through a cyber crime? While there are many legal and technological measures to consider, it’s also crucial to focus on how you communicate with stakeholders and manage your brand’s reputation. Read on to discover key communication strategies to effectively manage your brand’s reputation.
Immediate actions to support your clients and manage your brand reputation
- Report Breaches
It’s important to report any breaches as soon as possible to both the Australian Cyber Security Centre (ACSC) and Scamwatch, which is part of the National Anti-Scam Centre. Reporting straight away helps them to shut down scams, warn other organisations, and keep an eye on new trends. This way, they can develop better ways to prevent future threats and protect everyone.
- Ensure your employees are informed
During a brand scam the phone lines, social comments and in store walk-ins can run hot, so ensure that your team is provided with updates and key messages so they know how to respond to clients. You may want to run townhall meetings with them to talk through what has happened and what the organisation is doing to respond.
Remember your people will be dealing and engaging with clients continuously and communication from them will likely feel more trustworthy than what they read in an email or on social media.
- Be Honest and Open with Your Clients
Be transparent with what has happened. If your organisation is targeted, it’s important to tell your clients right away. Be prepared for a potential scenario and create templates or messages. This way you can communicate swiftly. Make sure to include details about how clients can communicate with you, and what communication channels are trusted.
Consistency across all channels is key – your social channels, website, emails and reception staff should each reflect and talk to the same message. Keeping commentary consistent limits any opportunity for further confusion.
Ongoing communication and reputation management
- Clear Ongoing Client Communication
In the event of a hack or scam, the disruption and impact to your brand can last from an hour to several weeks, making it essential for organisations to have a robust and ongoing crisis communications plan. In the early hours and days you may need to communicate every few hours and then as time progresses this will taper out.
Ensure you have clear communication protocols in place, including defined spokespeople and established messaging frameworks. Stay ahead of the story by setting up an information hub and being the first to share updates – don’t let the news come from another source.
“It’s extremely important to remain in touch with clients and let them know everything you are doing to support those who might have been affected.” Caroline says. “This fosters ongoing connection with your audience and can even result in increased levels of support. When organisation’s don’t communicate, other entities – the media or competitors – can fill in the communication void with their own story.”
- Make good for your client
If your clients’ personal data has been compromised, consider how you can support them and make amends. For instance, following their data breach in November 2023, Optus offered free monitoring services to account holders whose details were exposed. They also agreed to reimburse the costs associated with replacing identity documents affected by the breach. Taking actions to support your clients can help manage the crisis and maintain client trust.
Don’t forget to talk with your insurance broker to find out what support you receive from your Cyber Insurance policy and how this might help you to support your clients or employees who may have been impacted
- Include brand and reputation management in your business strategy
Brand and reputation risks can come in many forms, with the most likely brand cyber scams, so consider this when creating your business strategy and think about how you can change what you do to reduce these risks.
For example, take a leaf out of Australia Post’s book, who have an app to confirm legitimate delivery information and a detailed scam communications page on their website. They clearly explain their communication methods and specify channels to report suspicious activity.
Cyber hacks and scams pose a significant threat to your brand and reputation, affecting businesses of all sizes. By implementing clear communication and robust crisis management strategies, alongside rigorous verification processes, you can build a strong defence to protect your organisation and uphold client trust. Stay proactive to effectively minimise risks and safeguard your reputation. For expert guidance on strengthening your brand’s resilience against cyber threats, email us today at hello@wearesavvy.com.au.