crisis communications: preparing for the inevitable cyber crisis · 2019. 5. 13. · last year...
TRANSCRIPT
![Page 1: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/1.jpg)
Crisis Communications: Preparing for the Inevitable Cyber Crisis
Kristin Miller, Webroot – @KristinMiller
Ashley Stewart, Webroot – @AJDenver
![Page 2: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/2.jpg)
Agenda
Introductions
Crisis War Story
Building a Crisis Team
Crisis Activity
![Page 3: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/3.jpg)
Introductions
What is your name?
What do you do?
What are you currently binging?
![Page 4: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/4.jpg)
4 May 13, 2019 Public
![Page 5: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/5.jpg)
We’ve seen some stuff
Death of a CEO of a publicly traded company
1
Undocumented worker crisis involving Arizona sheriff Joe Arpaio
2
C-level executive of an identity theft company being arrested
3
Hostage situation involving a fleeing bank robber
4
Accused of blocking Twitter access for most North American users
5
Disabling all business-customer computers for over 36 hours
6
Communicating a technical flaw that left virtually all computer users open to cybercriminals
7
Shutting down the internet for the entire eastern seaboard.
8
![Page 6: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/6.jpg)
A or B
![Page 7: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/7.jpg)
Scary Stats
Ransomware attackslast year
(Source: Statista)
184 Million
2018 financial loss from cybercrime in the U.S.
(Source: FBI)
2.7 Billion
(Source: 2018 Hiscox Small Business Cyber Risk Report)
of small businesses in the US have suffered a cyber attack.
50%
of passwords from a 2019 mega data dump were already leaked in other data breaches.
(Source: Troy Hunt)
86%
![Page 8: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/8.jpg)
Why You’re Here
“It takes 20 years
to build a
reputation,
and five minutes
to ruin it.”
- Warren Buffet,
Berkshire Hathaway
![Page 9: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/9.jpg)
Why You’re Here
“Five minutes
before the party
is not the time to
learn how
to dance.”
- Snoopy
![Page 10: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/10.jpg)
War Story: False Positive
![Page 11: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/11.jpg)
![Page 12: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/12.jpg)
Who we are
EnterpriseSmall-to-medium
sized businessesConsumer
![Page 13: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/13.jpg)
äX
![Page 14: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/14.jpg)
![Page 15: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/15.jpg)
![Page 16: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/16.jpg)
War Room
Holding Statement
Other Communications
We Waited
We Went to Bed
DAY 1
![Page 17: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/17.jpg)
War Room
Holding Statement
Other Communications
We Waited
We Went to Bed
DAY 1
Meanwhile
DAY 2
…
![Page 18: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/18.jpg)
Stakeholders:
Customers
Social
Community/SpiceWorks
Media
Internal
War Room
Holding Statement
Other Communications
We Waited
We Went to Bed
DAY 1 DAY 2
![Page 19: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/19.jpg)
![Page 20: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/20.jpg)
![Page 21: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/21.jpg)
![Page 22: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/22.jpg)
DAY 3
![Page 23: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/23.jpg)
# # #
![Page 24: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/24.jpg)
1. Make a plan
2. Build relationships
3. Find media friends
4. Group chat
Before the crisis• Team roster• Approval process• Crisis matrix• Check list• Scenarios and sample statements• Quick start guide
![Page 25: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/25.jpg)
1. Elect a Commander in Chief
2. Social media is the new source
3. Take shifts
4. Hustle behind the scenes
5. Think globally, act locally
During the crisis
![Page 26: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/26.jpg)
1. Trust your gut
2. Don’t forget about scheduled programs
3. Keep it coming
4. Define the crisis end
5. Make better mistakes tomorrow
After the crisis
![Page 27: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/27.jpg)
Crisis Teambuilding
![Page 28: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/28.jpg)
![Page 29: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/29.jpg)
Creating a core crisis group
Function Temperament
Crisis Commander
Communications
CIO / CISO
Marketing
Executive
Facilities
Product
Admin
Sales
Legal
HR
IT
Calm under pressure
Knowledgeable
Eagle eye view
Approachable
Collaborative
Responsible
Respected
Confident
Available
Decisive
![Page 30: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/30.jpg)
Communications approval process plan
Data breach approval:
Draft
Marketing
CISO Product
Crisis Commander
Legal Executive
Sales
Communications Team
![Page 31: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/31.jpg)
Communications approval process in action
Data breach approval:
Draft
Immediate boss / peers
Marketing Leadership
Key Stakeholder Copyeditor
CISO
Product
Crisis Commander
Legal
Executive
Sales
Communications Team
Lets
add...
Not what I
was
thinking…
I forgot to
tell you
about… Cybersecurity
is one word,
not 2
Yeah, no way
we can say
that.
Let me just
redo my
quote…
Where are we
with the
statement?
What is taking
so long!
Isn’t the product
guy on vacation?
Who is his
backup?
![Page 32: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/32.jpg)
Approved Message Distribution
Message
Reporters
Social Media
Blog
Customers
Investors
Analysts
Regulatory Authorities
Board
Employees
Customer Support
Website
Community
Partners
Vendors
![Page 33: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/33.jpg)
Topics especially interesting to the media
Local or regional hot buttons
Competitor crisis
Crisis Multipliers
![Page 34: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/34.jpg)
Get Communications Involved
Translations
Hit Pause
Cell Phone Numbers
Internal!
![Page 35: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/35.jpg)
Words matter in a crisis
Alarmist Words
Data breach
Hack
Attack
Criminals
Stole
Victim
Crisis
Alternatives
Data security incident / issue
Unauthorized access
Intruder
Removed/accessed
Target
![Page 36: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/36.jpg)
Activity: In the Middle of the Mayhem
![Page 37: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/37.jpg)
Crisis Scenario:
Social MenaceA disgruntled ex-employee has decided to badmouth your company on Twitter.
The employee has a bone to pick with how your company is doing business and
implies legal and ethical issues – cooking the books, cheating employees out of
pay and gender inequality issues.
What are your first three actions?
Who are your stakeholders?
![Page 38: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/38.jpg)
Crisis Scenario:
Brush with the Dark Side
International Black Hat group, Dark Overlord, claims to have gotten ahold of some of your
company’s key intellectual property. They are blackmailing the corporate office with a ransom
of $5 million in Bitcoin. Dark Overlord is very savvy and not interested in anything but getting
paid.
What are your first three actions?
Who are your stakeholders?
![Page 39: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/39.jpg)
Crisis Scenario:
Black Out
There is a sudden network outage on Tuesday at 9 a.m. ET. All internal servers
hosting your internal platform and ecommerce/external website are down.
What are your first three actions?
Who are your stakeholders?
![Page 40: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/40.jpg)
Crisis Scenario:
DebriefWhat went right?
What went wrong?
What would you do differently next time?
![Page 41: Crisis Communications: Preparing for the Inevitable Cyber Crisis · 2019. 5. 13. · last year (Source: Statista) 184 Million 2018 financial loss from cybercrime in the U.S. (Source:](https://reader036.vdocument.in/reader036/viewer/2022063016/5fd44300b166f20800395ac0/html5/thumbnails/41.jpg)
Thank you!
Kristin Miller, Webroot – @KristinMiller
Ashley Stewart, Webroot – @AJDenver