Qantas breach: In a crisis, you need to reach people where they are
Part two of PR crisis expert Peter Wilkinson’s review of Qantas’ response to its recent customer information breach.
With every crisis we watch, learn and adapt. What we know is, in a crisis or any other comms, it is not about doing what worked a couple of years ago, or even a few months ago.
First, people’s news-gathering habits quickly change. Are they even habits anymore? I did a review with our staff on where they got information on the Qantas cyber-attack.
Besides traditional online media channels, the Qantas website, YouTube, Reddit, Daily Aus, X, Ground News, Instagram and email news summaries. Our team didn’t mention TikTok, Instagram, Facebook, or influencers, but others have.
