Crisis Management in Tech PR: Preparing for the Unexpected

Technology failures have become commonplace in today’s business world, often resulting in widespread implications. When they occur, the companies involved must do more than get systems up and running again; they must also address the media fallout.

The July 2024 Crowdstrike failure is a case in point. Considered by some to be the largest IT failure in history, the outage affected millions of Windows systems when a logic error in an update to the company’s security platform wasn’t caught by its quality control protocol. When the flawed update was installed, it resulted in a tech meltdown that affected airlines, hotels, hospitals, and many, many more.

As the impact of the Crowdstrike failure began to be felt, media outlets quickly reported on it. Coverage wasn’t limited to niche tech outlets: CNBC, CNN, and ABC News all reported on the issue. The New York Times described the failure as “chaos and confusion” that left travelers stranded, hospitals unable to perform surgeries, and 911 off the hook.

The financial fallout for Crowdstrike was notable, totaling more than $30 billion in losses. However, it could have been much worse if the company had not responded quickly with crisis management and communication efforts that experts considered admirable.

The Crowdstrike failure provides a potent reminder that tech companies must prepare for unexpected crises with strategies that include public relations. The following are some measures that should be considered as companies develop those strategies.

Create a dedicated crisis response team

A tech crisis can quickly shift a company’s attention to finding a solution, leaving no one to focus on managing PR. To avoid that mistake, companies should be proactive about creating a dedicated team ready to spring into action when a crisis occurs.

A strong response team will include representatives from a variety of departments. For example, a representative from the legal department should be on board to provide guidance on legal issues and risk assessment. The team should also include someone who can explain the technical nature of the crisis, including insights on how it may have occurred and how it can be resolved. An internal communications lead can ensure employees know what is happening and how to respond appropriately.

Additionally, a team leader should be identified as the key point of contact in the wake of a crisis. The leader should have sufficient authority to make decisions that activate and carry out the strategy. If the leader does not serve as the company spokesperson, someone else should be appointed to fill that role.

In some cases, companies may want to lean on outside help for the PR component of their crisis management and communications. When that course is chosen, companies should still have an internal leader who can serve as the point of contact for the external PR team.

Have pre-drafted media messages ready to customize

Responding quickly during a crisis is one key to avoiding negative media fallout. As news breaks, key shareholders want to see that a company is on top of the issue. By taking the steps needed in advance to facilitate speedy crisis management and communications, companies have a better chance of guiding the narrative that emerges around the crisis.

Pre-drafting crisis messaging makes it much easier for companies to respond quickly and effectively when a crisis breaks, especially considering how heightened stress levels can make it challenging to craft good content. Messaging prepared in advance allows all relevant parties to review and approve the content a company plans to share when a crisis occurs. Standardized messages that are pre-approved can be updated with relevant details and quickly released to the public.

Sharing pre-drafted messaging with all members of the crisis response team helps ensure messaging is consistent across all channels. The messaging defines the approach so press releases, social media content, and other forms of communication can be aligned.

Engage in real-time monitoring

Companies can use pre-drafted media messaging to get crisis communications off the launch pad, but they may need to make course corrections as the crisis unfolds. Engaging in real-time monitoring will ensure the company knows how its message is being received and help it stay on top of related issues that may be emerging.

Tracking social media responses to the crisis is critical to the monitoring process. If concerns you haven’t addressed begin to emerge, be quick to address them. Even when companies don’t know all the answers, showing you are listening communicates that you are doing everything you can to help those who are affected by the crisis.

To maximize your social media impact, ensure that a member of the company’s social media team is a member of the crisis response team. Give them access to crisis updates and keep them in the loop as messaging evolves.

Make honesty a priority

When a tech crisis occurs, the stakes are high. Companies found to be negligent can lose public trust, which can lead to significant financial losses. Faced with that pressure, company leaders can be tempted to shift blame or shade the truth, but taking that approach — rather than making honesty a priority — will typically make the crisis worse.

All stakeholders, including employees, customers, and the media, should be told the truth about the crisis. Transparency in crisis management and communication positions a company as one that has made a mistake and is working hard to make things right. Dishonest communications, regardless of the situation, position a company as one that can’t be trusted.

Crises can occur at any tech company, regardless of how careful it is. Preparing for the unexpected by proactively developing PR crisis management and communications plans puts a company in a position to minimize the damage that can follow a crisis, empowering it to respond quickly with the level of alignment and transparency needed to regain trust.