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By calling Citybee’s communication “mediocre,” I think I’ll be pretty restrained. With many poor examples of crisis communication to learn from, Citybee decided to test with her own skin what would happen if:
We will shut up. When more than 100 thousand. your customers’ personal data, not just email. Postal addresses or phone numbers, but also personal codes, residence addresses, at least victims should be informed first so that they can take appropriate action as soon as possible. Unfortunately, the victims were informed almost the last time, when the information about the data breach had already been published in the media, when the press release that tried to cover everything had already been distributed.
We will lie or hide the truth. As much as there is a lie or a breach in Citybee communication, only they know better. However, from what has been reported, I find it difficult to believe that Citybee detected the data leak. However, this was first announced by one of the news portals. It also sounds strange that the company didn’t immediately know what data was actually leaked when it was still the same night. internetuose there was a great deal of knowledge about the disclosure of much larger amounts of data.
We will not apologize. So far, I have received 3 emails from Citybee. letters. And none of them have the word “sorry”. The head of the company also only “regretted” in his press conference and personal message to Facebook yesterday, but did not apologize in any way. I understand that an apology amounts to admitting guilt, but excuse me, weren’t you supposed to ensure your safety when collecting my personal data? And isn’t it your fault they came to third parties?
We will not take any responsibility. All Citybee communication makes me feel responsible for the situation. The company offers recommendations on what to do with data security, but does not speak at all about why that data was made public and what they intend to do with it. What will be done to keep me using Citybee?
We will not be empathetic. The head of the company tried to be supportive and identify with the victims, but to begin the press conference with the words that I also suffered, sorry, but a bit cheeky. You represent a company whose thousands of residents are concerned about data security negligence, whether loans will be taken on your behalf, car rentals won’t be made, or no one will be waiting at your door. Keep the victim’s communication “card” for yourself in the future.
I understand that in every crisis, there are many problems behind the lawyers of the communication censors, that what comes to light is only the tip of the iceberg. However, crisis communication is interesting: cultivating among all stakeholders so that all (or at least the majority) are satisfied.
Aurelija Astrauskė is the communication strategist for the Berta & agency.
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