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3.4 Conclusion

In this chapter, we showed how data breaches are typically crises and introduced Steven Fink’s four stages of a crisis. We also showed how the “3 C’s of Trust” relate to crisis communications and discussed the fundamentals of image repair theory. Finally, we analyzed the Equifax breach and showed how flaws in the company’s crisis communications strategy turned its crisis into a public relations “dumpster fire.”

Now that we understand how the fundamentals of crisis management relate to data breaches, let’s use this to devise a model for our response.

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