PR planning in a summer of cyberattacks
The summer of 2025 has been nothing short of a wake-up call for UK businesses. With a sharp rise in high-profile cyber and ransomware attacks, cybersecurity PR agencies have found themselves in the spotlight, as have in-house PR and communications teams.
According to Vuelio, there have already been more than 300 media requests for comment on cybersecurity incidents this summer. And it’s not just tech outlets covering these stories. HR, shipping, retail, and even mainstream nationals are chasing expert voices. After the M&S hack, questions of “are we safe?” and “what can we do?” echoed across boardrooms nationwide.
I recently joined Vuelio’s Cybersecurity Crisis Comms Webinar to hear from industry experts about how brands can protect their reputations when the worst happens. Here’s what stood out — and what every in-house PR or comms lead in the cybersecurity space should take away.
Cybersecurity crisis planning: preparation beats panic
One of the clearest messages from the session? Don’t wait until the attack happens to figure out your plan. Like a fire drill, crisis comms needs to be rehearsed. You should:
Establish your crisis comms team with clearly defined roles.
Prepare assets in advance: graphics templates, draft holding statements, and FAQs that can be quickly tailored.
Simulate realistic scenarios to test decision-making under pressure.
This proactive groundwork allows cybersecurity PR firms and in-house teams alike to respond with speed and clarity when the media calls.
Managing cybersecurity PR during a live breach
When a cyber incident breaks, the clock is ticking—not just for fixing the problem, but for protecting your reputation. Key steps include:
Set crisis metrics early: know what success looks like in the first hours and days.
Prioritise stakeholders: from customers and partners to regulators and employees.
Have a pre-agreed “key media list” so responses reach the right journalists instantly.
Be proactive: don’t wait for media to come to you with speculation.
In the words of seasoned cybersecurity public relations experts, “The best defence in the media is a well-prepared offence.”
Post-breach PR strategy for cybersecurity brands
Once the immediate headlines fade, the follow-up narrative is crucial. This is where brands can shift focus from the breach itself to recovery and improvement. You should:
Maintain open lines with journalists: follow up with updates and proof of action.
Keep multiple statements ready for evolving developments.
Consider collaborations or partnerships to demonstrate a serious commitment to change.
Brands that handle cyber crises best lead with empathy, communicate consistently, and show tangible steps toward recovery.
Three golden rules for cybersecurity PR in a crisis
From the webinar and my own experience as part of a cybersecurity PR agency, the most successful strategies boil down to three rules:
Lead with empathy and reassurance in your first public statement.
Follow with clear, accessible information in subsequent communications.
Shift the focus to recovery and action as soon as possible.
These principles apply whether you’re working with cybersecurity PR firms or managing comms entirely in-house.
Final Word
Whether you’re part of a cybersecurity PR firm or leading comms inside an organisation, having a well-rehearsed crisis strategy is essential.
For more practical insights, you can watch the full Vuelio session here and explore additional guidance from the NCSC.
When a breach happens, your tech teams will be fighting to secure systems. Your job is to secure trust. The best-prepared comms teams will do both. Fast.
TL;DR – PR plan for dealing with a cyberattack
If you’re building a PR plan for handling a cyberattack:
Prepare in advance: have a dedicated crisis comms team, pre-approved statements, and media assets ready.
Act fast during the breach: set clear success metrics, prioritise stakeholders, and proactively engage trusted journalists.
Manage post-breach comms: maintain media contact, share ongoing updates, and highlight recovery actions.
Follow three rules: lead with empathy, follow with clear information, and focus on recovery.
This framework helps in-house PR teams and cybersecurity PR agencies protect brand reputation before, during, and after a cyber incident.