Data loss doesn’t have to mean reputation loss

8/9/2019 Data loss doesnt have to mean reputation loss

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P H I L L Y A D N E W S . C O M

COLUMN |BY CHRISTOPHER LUKACH, APR

CHRISTOPHERLUKACH, APR

IS PRESIDENT OF ANNE KLEIN

COMMUNICATIONS GROUP.

AKCG IS THE PHILADELPHIA

OFFICE OF IPREX GLOBAL

PUBLIC RELATIONS

AND COMMUNICATION.

Data loss doesnthave to mean

reputation lossYou rarely can predict what public relations crises a new year may bring. But just about every

indicator points to one sure bet for 2015: an increasing number of crises will be brought about

not by what you do, but by what you lose.

Data loss is a far-reaching challenge for businesses, as not all incidents of data loss stem from

organized or forceful cyber attacks. The reputational landmine of data loss might stem from

something as simple as a misplaced thumb drive or accidental e-mail attachment.

In the past two years, the data-loss incidents that dominated the headlines have included

high-profile cyber victims such as Sony, Home Depot and Neiman Marcus. As a result, the public

understandably has heightened awareness of their personal cyber risks.

As the 2014 Verizon Data Breach Investigations Report (a surprisingly creative and pleasantread) cautions that while the media frenzy makes quite a splash, from a frequency standpoint,

[data loss] largely remains a small and medium business issue. You dont need to be a Fortune

500 company to face a real threat from data loss, and mid- and small-market business may have

less resilience to weather the storm.

WHY NOW?Data-loss driven crises are far from a new threat, so why, then, do they earn

a spot in a 2015 Outlook in an advertising magazine no less? Because 2015 may well be the

perfect-storm year for data loss.

In a recent data-loss study conducted by McKinsey study 90 percent of surveyed companies

indicate they have only nascent or developing capabilities for preventing cyber risk. At the

same time, data loss, particularly data-loss resulting from cyber attacks, take a dangerously long

time to identify. As the Verizon report notes, more than 75 percent of cyber attacks take days or

hours to carry out while fewer than 25 percent are detected and addressed within weeks.

The threat and resulting effects are tangible and demonstrated. Companies, by their own

admission, are unprepared. And consumers have seen enough to expect better. If businesses

havent learned from the lack of preparation (and poor communication) of yesterdays high-

profile data losses, you can expect little tolerance for tomorrows.

And if losses cannot be prevented, the burden will rest with communicators to restore and

retain goodwill. Heres hoping those businesses facing data-loss in 2015 take these tips to heart:

Steer clear of the roadmap.According to the National Conference on State Legislatures,

47 states (including Pennsylvania, Delaware and New Jersey) have enacted legislation requiring

businesses to notify individuals when personally identifiable information is compromised. The

mandates specify a time frame (something along the lines of, without unreasonable delay but no

later than 60 days) and communication channels (written notice, electronic notice).

While mandating communications is a necessary step (or at least was, at one point), a

prescribed response roadmap encourages some business to comply only with the bare minimum.

Simple compliance may protect your company from the ire of lawmakers, but it wont retain or

restore the goodwill you have may have lost among your customers or clients.

BE TIMELY.How can your clients and customers take seriously your commitment to their

privacy if they learn about your data loss from anyone else? How can they believe you are being

proactive? How can they believe you simply werent keeping silent in hopes the news story never

would come?

Words matter, and the first words matter

most. Communicating not only appropriately but

also quickly sets the tone of and conveys your

companys responsiveness. Miss that window, and

theres no getting it back. And with data loss being

a 2015 issue du jour, media outlets and industry

watchdogs would love to beat you to the punch.

Cyber security expert and reporter Brian Krebs

broke news of the 2013 Target data breach (which

affected some 70 million customers) a full sevendays before Target properly acknowledged the

leak in a statement. By that time, it had been

widely reported among traditional media and

the source of much speculation among Targets

customer base. Target was forced not only to

communicate the details of the leak, but also

to overcome its self-imposed position of non-

responsiveness.

CONSIDER THE EMOTIONAL IMPACT

OF DATA LOSS.Many incidents of data loss

involve personal financial information, but not

all do. Those that might seem innocuous from a

financial vulnerability (such as the loss of personal

health information) may still have a resonating

impact among your customers and clients.

PERSPECTIVE CAN BE A RESOURCE,

BUT USE IT SPARINGLY.Data loss

is personal to your customers and clients,

CONTINUED ON P. 40

2015 OUTLOOK
http://www.phillyadnews.com/


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and EducationWorks. The agency also produces

two proprietary thought leadership events:

mDot and ThinkDigital, which bring together

industry leaders and innovators at the intersection

of health and technology for provocative

discussions. Employees gave the company high

marks for work/life balance, collegial atmosphere

and good opportunities for career development.

Michael du Toit is president, Digitas HealthLifeBrands and Alexandra von Plato is president

and global chief creative offi cer of Digitas Health

LifeBrands.

ENRADIUS DIGITAL LAUNCHES PHILLY OFFICE

Enradius, a Baltimore-based

digital marketing company, will

launch its Philadelphia metro

region operations. The new

regional offi ce will be headed

by Jim Dolan, a multi-media

strategist and manager who

has led radio, digital and cable television sales

operations in the Mid-Atlantic region for the past

30 years. As head of the Philadelphia offi ce and

Executive Vice President of Revenue Strategies,

Jim will lead Enradius expansion into the greater

metro region.

AB+C CREATIVE ADDS THREE NEW CLIENTS

Bloomsburg, PA-based ab+c Creative

Intelligence has begun recruitment marketing

efforts with three new clients GoHealth

Urgent Care, Synchrogenix and University of

Colorado Health. GoHealth Urgent Care and

Synchrogenix will take advantage of ab+cs

full gamut of recruitment marketing services,

including messaging through placements.

IMPART CREATIVE IS MAKING MOVES

Impart Creative will more to bigger andbetter offi ce space--complete with the new

workstations, ping pong table, and a sweet view

of N3rd St.

Mashies honoring the best in digital

marketing, advertising and social

media, A&G was awarded a Mashie.

LUBETKIN MEDIA HONORED

The Lubetkin Media Companies, celebrating its

first decade of operation in December 2014,

cemented its growing reputation for creating

award-winning multimedia programming by

earning four prestigious ASTRA Awards from

the New Jersey Communications, Advertising

and Marketing Association. For the first time, the

firm won an ASTRA Award for website design.The award, in the Web design with budget

under $15,000 category, was presented for the

website Lubetkin designed and implemented for

nationally known radio personality and author,

Dr. Dan Gottlieb, host of the WHYY-FM radio

program, Voices in the Family. Three video

projects produced by the firm this year also were

recognized with ASTRA Awards. With the 2014

recognitions, LMC has now won half a dozen

ASTRA Awards since the firm was established in

2004.

DATA LOSS VS. REPUTATION LOSS

CONTINUED FROM P. 10

regardless of whether the loss affected 10 people

or 10 million. Be careful not to diminish the

personal nature when using numbers to provide

perspective. Even one affected customer is toomany from that individuals perspective.

Last (but most important), do the right thing.

Data loss will happen, and to undeserving

targets at that. But, as with any challenge,

communications can only protect and restore the

reputations of those who act in their customers

best interests. If the loss is a result of poor

behavior or negligence or if the company has

taken steps to cover up the loss communication

will not work in their favor.

RECRUITING IN THE DIGITAL AGECONTINUED FROM P. 25

lished by recruiting firm The Creative Group, the

demand for digital talent is high, so jobs are filled

quickly.

HIGH DEMAND

Web and user experience designers and front-

end web developers are in particular demand.

In many cases, these professionals are receiving

multiple job offers, and hiring managers must

move quickly to secure the best candidates,

the guide said. Consequently, managers are

redoubling their efforts to retain top performersby offering more competitive pay and perks

such as remote or flexible work options to help

employees achieve a better work/life balance.

And, Mary said, career growth is quicker for

younger people with solid digital skills. The ones

under 30 have a place at the conference room

table more quickly than I ever did in my career,

she said.

No matter a persons age, Ali said it takes

patience and empathy to make it in digital

advertising, as well as a devotion to continuously

read about whats coming next. You need to

be someone whos not afraid to fail, she said.

Someone who is intuitive and enjoys making

something out of nothing.

Marc said someone with a solid digital skill set

is valuable in todays job market. Youre going to

be marketable, so the jobs are certainly out there,

he said.

To learn more about the SMC Plus Digital

Advertising Certificate, visit

smc.temple.edu/SMCplus.

STEVE JOBS:

. . . A DING IN THE UNIVERSE


best invention of Life. It is Lifes change agent. It

clears out the old to make way for the new.

Your time is limited, so dont waste it

living someone elses life. Dont be trapped

by dogma which is living with the results

of other peoples thinking. Dont let the noise

of others opinions drown out your own inner

voice. And most important, have the courage

to follow your heart and intuition. They

somehow already know what you truly want

to become. Everything else is secondary.

FIFA EXPANDS BEYOND FILMMAKERS


filmmakers to a diverse list of recipients: Rodney

Evans Happy/Sad, Dave Jannettas Love &

Terror, and Rich Power Hoffmans Watermelon

Magic, titles that were celebrated with both

exhibition at festivals and distribution on DVD

and VOD.

PIVFAs ongoing Speakeasy, previews

members works from completed films to works-

in-progress to trailers on the second Wednesday

of each month at LEtagge, 6thand Bainbridge

Streets.As an umbrella organization, PIFVA now serves

as a fiscal sponsor for qFLIX Philadelphia,

the regions only LGBTQ Film Festival, and the

Philadelphia Independent Film Festival and has

been approached to work in this capacity with

independent filmmakers.

Why all the activity at PIFVA?

Were dedicated to retaining as much talent as

possible in the film and entertainment industry in

Philadelphia, explained Borock, Its no longer

true that you have to go to New York or Los

Angeles to make films or work in media.

Contact: www.pifva.org , email

[email protected] or call (215) 687-3087.

PHILLY AD NEWS

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FURIA RUBEL WINS TWO PEPPERPOTS

Furia Rubel Communications, Inc. has been

recognized by the Public Relations Society of

Americas Philadelphia chapter for its work on

behalf of clients in the community relations and

website categories. It received a Pepperpot

award of launching a new website for intellectual

property law firm Panitch Schwarze and was

recognized for helping Tinicum Township

successfully communicate to its residents the

details of a proposed agreement with thePhiladelphia International Airport.

DIGITAS HEALTH NAMED

BEST PLACE TO WORK IN PA

Digitas Health LifeBrands has been named one of

Pennsylvanias Best Places to Work by the Central

Penn Business Journal, ranking number 9 for 2014.

The publication published a special supplement

in its December issue profiling the top 100

companies. To make the list of Best Places to

Work in Pennsylvania the agency employees take

a survey provided by the Best Companies Group,

which compiles data in the areas of corporate

culture and communications, role satisfaction,

work environment, training and development, and

leadership and planning.

At the agencys Center City Philadelphia

headquarters, staff art hangs from the walls

and employees take to the offi ces performance

stage in open mic nights and other entertaining,

innovative activities. As an industry and

community leader, the agency has played host to

PhillyCHIs UX Show & Tell, DesignPhiladelphia,

AGENCY

mailto:[email protected]:[email protected]:[email protected]://www.pifva.org/http://smc.temple.edu/SMCplus

Data loss doesn’t have to mean reputation loss

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