Lee Enterprises, one of the largest newspaper publishers in the U.S., faced a major setback on February 3rd when a cyberattack disrupted printing and delivery for many of its newspapers. The company acknowledged the breach on February 10th, raising concerns about its response and public communication. This incident shows how vulnerable media organizations are to cyber threats and why a strong public relations plan matters in a crisis.
Baden Bower, a PR agency known for handling corporate emergencies, offers guidance during situations like these. A well-executed PR plan helps organizations manage public perception, reduce misinformation, and keep control of their message.
The Need for Quick and Clear Crisis Communication
Lee Enterprises took a week to confirm the attack, showing why companies need to act fast and be transparent when handling cybersecurity incidents. Delays lead to speculation, loss of trust, and unnecessary confusion. AJ Ignacio, CEO of Baden Bower, explains: “The speed and honesty of a company’s response in a cyber crisis have a direct impact on public trust.”
The first 48 hours after a breach set expectations for how an organization will handle the situation. Those who communicate clearly and establish direct channels for updates prevent misinformation from spreading. PR specialists with strong media connections help businesses secure factual coverage and present themselves as taking action rather than scrambling to recover.
Lee Enterprises could have benefited from bringing in crisis communication professionals early. Providing real-time updates, holding press briefings, and outlining a recovery plan would have reassured stakeholders. A fast and well-planned response limits damage and shows responsibility.
Winning Back Trust
Regaining the confidence of readers, advertisers, and employees takes time. Cyberattacks leave people questioning a company’s ability to protect data, making clear and ongoing communication essential. Organizations that explain their cybersecurity efforts in a straightforward way rebuild trust faster.
A practical way to do this is by sharing regular updates on the recovery process. Details about security improvements and new precautions help reassure the public. Ignacio points out that appearing in respected publications strengthens credibility: “When businesses know how to get featured in Forbes, Business Insider, and other well-known media outlets, they can control their own story and keep stakeholders informed.”
Using a mix of communication methods—news media, social platforms, and direct outreach—ensures updates reach the right audiences. Holding public discussions, such as live Q&A sessions, allows people to ask questions and get honest answers, reinforcing transparency.
Handling Media Attention
Once a cyberattack becomes public, news coverage can intensify. How a company responds during this period influences how it is perceived in the long term. Organizations that engage with journalists provide accurate updates and take control of their messaging to avoid being defined by speculation.
PR professionals can arrange interviews with executives, offer cybersecurity experts media commentary, and craft precise statements that clarify the facts. Instead of reacting to rumors, companies that take the lead in discussions maintain credibility.
Managing online discussions is just as important. A dedicated response team can quickly correct false information and address concerns before they escalate. Staying active in digital conversations helps reduce long-term reputational harm.
Long-Term Reputation Recovery
Once the immediate crisis settles, businesses must focus on repairing their image. Digital PR efforts keep stakeholders engaged and help organizations reestablish trust.
Ignacio emphasizes the need for continued media presence: “A strong PR strategy allows companies to rebuild trust and show leadership in cybersecurity.” Publishing expert opinions, sharing security updates, and explaining preventive measures show the company is taking data protection seriously.
Learning how to get an article written about you in relevant publications can further support reputation recovery. Sharing expert insights and thought leadership allows companies to position themselves as proactive and committed to security improvements.
Getting featured in respected digital and industry publications makes a company’s recovery efforts visible. Over time, shifting from crisis response to strengthening security and reliability helps repair credibility and regain public confidence.
Lessons from Lee Enterprises’ Cyber Incident
This cyberattack serves as a warning that media organizations must stay ahead of cybersecurity threats and have a clear communication strategy in place. A well-structured PR plan is about accountability, openness, and long-term improvements in security.
For companies facing similar risks, one lesson stands out: A strong PR response reduces reputational harm. With the right strategy, businesses can recover, regain trust, and show they are prepared for future threats.
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