Bell Yard advised on crisis communications for a digital retail business which was the victim of a data-hack and theft of customer data.
We prescribed language to use for customer communications via FAQs on the client’s website and on social media responses (an important channel for the company’s customers). We also managed escalating media enquiries, including from the BBC. Responses were crafted to offer customers practical advice, for example, on how to update password security, and to reassure that their financial data was not comprised. The objective was also to convey sentiment that the company was alert to and actively managing the problem that steps were being taken to overcome the challenge, to regain control and to minimise disruption and inconvenience. Responses were updated regularly until the client returned to business as normal.
Post-crisis, Bell Yard recommended ways to help the company restore its reputation. The close involvement of senior management in decision–making, including public and customer communications, helped ensure responses were rapid and realistic so minimising potential escalation of the issue.