Could you describe a time when you had to manage a public relations crisis and how you leveraged earned media to mitigate it?

During a public relations crisis stemming from a security breach, we recognized the importance of accountability. We organized a live hacking event, inviting cybersecurity experts and journalists to observe the vulnerability identification process and witness the implementation of patches and fixes. The event gained media attention and replaced our previous crisis with positive keywords like transparency, responsiveness, and commitment to security. While we took an initial blow, we were able to use earned media to shorten the lifespan of the crisis while reinforcing our reputation as a trustworthy and security-conscious industry leader.

During a public relations crisis stemming from a security breach, we recognized the importance of accountability. We organized a live hacking event, inviting cybersecurity experts and journalists to observe the vulnerability identification process and witness the implementation of patches and fixes. The event gained media attention and replaced our previous crisis with positive keywords like transparency, responsiveness, and commitment to security. While we took an initial blow, we were able to use earned media to shorten the lifespan of the crisis while reinforcing our reputation as a trustworthy and security-conscious industry leader.