In recent years, cyber-attacks on businesses have become more frequent with large brands such as M&S being impacted.

It’s not just about how companies resolve the technical challenges; it’s how they manage the communications. Cyber-attacks can introduce a plethora of issues for a company: customer data leaks, IT restrictions and normal processes unable to resume. All of which can have a significant impact on their reputation, and in turn their bottom line.

Knowing how to coordinate your communications during a crisis is key.

Here are some notable examples from recent years, including how the cyber-attacks were  handled and the impact on the company.

1. M&S

In April 2025, M&S was the target of a significant cyber-attack, which not only leaked personal details of thousands of customers, but sent abuse and a ransom demand to the CEO.

M&S responded quickly. Having run a cyber-attack simulation the previous year, they were prepared for this scenario. CEO Stuart Machin said: “we were able to respond quickly and take the right actions immediately. We knew who to call and how to put the business continuity plan into action.”

Businesses who have planned crisis scenarios before they have happened and prepared their team are much more likely to manage the crisis more effectively. This preparation also minimises damage due to the plan ready to go, enabling them to act quickly, smoothly and calmly.

Although M&S was initially quick to react and limit damage, online ordering was forced to shut and it was later revealed that personal customer information had been stolen in the attack. Although this didn’t include payment card details, or any passwords, it was a concern to customers.

The high street giant’s initial transparent communication allowed them to take control, show proactivity and reassure customers in the process. However, but gaps in updates as the aftermath unfolded led to space for criticism, media speculation and uncertainty amongst customers.

2. Optus

Optus, a large telecommunications company in Australia, faced a cyber-attack in September 2022. They did not go public with the breach until twenty-four hours after the first detection of suspicious activity.

The aftermath of the breach and subsequent communications from the company were challenging. Sensitive information, such as passport and driving licence numbers, were stolen.. Given the personal impact on their customers during this time, Optus’s response, which many said focused more on managing their reputation through local media than contacting individuals, caused further frustration for those impacted.

It was later revealed that the breach enabled access to medical records of customers, which Optus failed to disclose in their initial communications. The Australian government responded to Optus’s claim that it was a “sophisticated attack”, instead stating they “effectively left the window open” for an attack.  A suspected hacker also told the media how easy it was to access and steal the data.

Optus’ lack of initial communication left customers unsure what data had been stolen and how they were going to be protected.

In October 2022, Optus wrote a letter to customers detailing what actions they had taken to ‘prevent harm’. Although it was detailed and emotive, for many customers it was perhaps too late to feel fully supported and listened to.

3. Harrods

In the midst of the hacking wave of 2025 with retailers including M&S and Co-op facing cyber-attacks, Harrods became another target. In spring of 2025, Harrods quickly confirmed they had restricted availability to sites after an attempt to access systems.

Harrods displayed a clear and concise response with a quick turnaround, reassuring customers that stores remained open and included specific details of the nature of the attack and how they were responding. They stated: “Our seasoned IT security team immediately took proactive steps to keep systems safe and as a result we have restricted internet access at our sites today.”

In September 2025, Harrods suffered a further attempted  breach, after being contacted by hackers with hundreds of thousands of customer records that had been stolen. They stood their ground, stating they would not engage with the threat whilst also reassuring customers that the details stolen did not include passwords or payment details.

Despite being target of two separate attacks, Harrods kept calm and practical in their response, putting customers first and remaining transparent in their actions as the crisis unfolded.

Summary

All three of these examples highlight the importance of a strategic response, proactive engagement, and effective crisis communications. A lack of clear communication, key messaging, empathy, and a human response can cause disruption for both businesses and customers affected by the breach.

Cyber-attacks are occurring more frequently as more and more systems have moved online. These attacks are smart and calculated, which is why companies have to be even smarter in prepping for such incidents. Having a crisis communications plan in place to tackle the situation if it arises can be a lifeline. It means  that if a crisis hits, protocols are in place to respond quickly and effectively to protect a company’s reputation.

If you are looking for crisis comms support for your business, contact our team at hello@genesispr.co.uk