Be careful when you Talk Talk.
The hacking story surrounding the phone and broadband provider is a clear example of speaking too soon, and getting the wrong message out there.
When news broke that the organisation with more than four million customers had been hacked, little was done to deny that all the personal information of all those affected was out there on the dark web.
As the storm of protest grew about a sustained and professional sting on the business, chief exec Dido Harding confirmed stories of ransom notes although she did go on to say that the attack may have been smaller than expected.
On Monday a 15-year-old from Northern Ireland was arrested in connection with the incident but by then the damage was done to the share price of the business. And despite the suggestion that almost no credit card details could have been directly accessed, the botched opening gambit from Talk Talk has put them in a difficult position.
So what to do?
Well the news today (Tuesday) that Talk Talk will not waive fees to end contracts and will only do so if it can be proved money has been stolen from a customer’s account as a direct result of the attack is looking distinctly like a lead balloon.
These are difficult days for Talk Talk, and getting tough on want away customers may be another PR disaster in the making. Slow to respond on social media and giving little information early on about what had happened, this will become a case study for future businesses.
It’s good to talk, about crisis management.
How would your business handle a hard knock?
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