Silence is a Liability: Anti-PR Ensures Brand Control in Cyber Crisis

In an era where misinformation spreads rapidly, businesses must act swiftly and strategically to mitigate damage and emerge stronger. JOTO PR Disruptors™' Anti-PR approach redefines cyber crisis management, ensuring that companies control the narrative, protect their reputations, and maintain stakeholder trust.

(Tampa Bay, FL) March 4, 2025 — In early 2025 alone, cyberattacks on U.S. targets surged by 149% year-over-year. ⁽¹⁾ “Cybercrimes are no longer just an IT concern—they are a full-scale business crisis that affects organizations of all sizes and sectors,” says Karla Jo Helms (KJ), Chief Evangelist and Anti-PR^® Strategist for JOTO PR Disruptors™. “Breaches of this kind don’t only jeopardize sensitive information; they compromise a company’s reputation and, if not managed correctly, can become a point of no return.”

Last year, the cost of cyberattacks reached $452.3 billion and is projected to hit $1.82 trillion by 2028. ⁽²⁾ The Change Healthcare ransomware attack alone exposed the data of 190 million individuals, and Ascension’s cyberattack forced hospitals to turn patients away. ^(3-4) These incidents highlight a critical reality: the financial cost of a breach is only part of the problem.

Delayed or vague crisis communication can destroy public trust, escalate regulatory scrutiny, and weaken long-term resilience. “Most companies don’t have any formal crisis plan, and even fewer have a cyber-specific strategy,” Helms notes. “Companies need to understand that crisis management isn’t just about reacting—it’s about anticipating threats and taking proactive control before they escalate. That’s where the Anti-PR approach comes in”.

Why Traditional Crisis Communication Fails in Cyber Incidents

Unlike simpler operational disruptions, cyberattacks involve data breaches where immediate disclosure is crucial to prevent further damage. The way organizations handle these incidents can either restore trust or deepen reputational harm, as seen in the following case studies:

• Ascension Health: While the attack was confirmed in June 2024, the organization took months to assess the extent of the breach, only reporting a placeholder figure of affected individuals in July. This lack of clarity left patients, employees, and partners in uncertainty, allowing misinformation to spread. The delay in issuing individual notification letters until January 2025 further undermined trust, raising concerns about whether Ascension prioritized operational recovery over transparency. ⁽³⁾
• Change Health: In contrast, Change Healthcare demonstrated a more effective response following its February 2024 ransomware attack. The company swiftly shut down affected systems, initiated a forensic investigation, and engaged with law enforcement. By June 2024, they had begun notifying affected customers and individuals, providing clear information about the breach’s impact, available protections, and mitigation steps. The organization updated stakeholders continuously. ⁽⁴⁾

By proactively managing the narrative and addressing public concerns, companies can minimize reputational damage and restore trust more efficiently. “In crisis management PR, silence is a liability. Organizations that fail to communicate effectively allow speculation and misinformation to take control of the narrative” explains Helms. “Without a solid strategy, companies risk turning a temporary setback into a full-scale reputation disaster.”

The Importance of a Cyber-Specific Crisis Plan

Only 49% of companies have a formal crisis plan, and less than 25% actively test those plans through drills. ⁽⁵⁾ This lack of preparation leaves businesses vulnerable to operational chaos, reputational damage, and regulatory pitfalls when a crisis occurs. “Anti-PR is a precision technology—it requires speed, strategy, and a multi-faceted approach to turn adversity into opportunity. When companies hesitate, they don’t just lose time; they lose trust and money,” says Helms.

Tailoring messages to different audiences is key to maintaining consistency and transparency. While employees need clear instructions on security protocols, customers require reassurance about data protection. At the same time, regulatory bodies must be kept informed to ensure compliance, and leadership needs to be trained to communicate in a strategic and transparent way. “Effective crisis communication isn’t about saying more—it’s about saying the right thing to the right people at the right time,” points out Helms.

Leading the Conversation – JOTO PR’s Crisis Approach

In an era where cyber threats and misinformation can erode trust in minutes, organizations can no longer afford a reactive approach to crisis communication. Since 2009, JOTO PR’s Anti-PR model has ensured that companies don’t just respond to challenges—they lead the narrative with precision, clarity, and strategic foresight.

This forward-thinking approach extends beyond crisis response—it builds long-term resilience. By maintaining a steady dialogue with stakeholders, Anti-PR Crisis Management ensures that companies are seen as transparent and trustworthy, even in times of crisis. “Hackers don’t wait for companies to be ready—so why should businesses wait to build their defense?” concludes Helms. “The difference between chaos and control is a proactive crisis strategy.”

About JOTO PR Disruptors™   

Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR^® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at www.jotopr.com/.

About Karla Jo Helms  

Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.    

She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way, and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.     

References:

1. “U.S. Ransomware Attacks Surge Dramatically in Early 2025.” Cyble, 7 Feb. 2025, cyble.com/blog/u-s-ransomware-attacks-surge-to-start-2025/.
2. Petrosyan, Ani. “Estimated Annual Cost of Cybercrime in the United States from 2017 to 2028.” Statista, 17 July 2023, com/forecasts/1399040/us-cybercrime-cost-annual.
3. Alder, Steve. “Ascension Ransomware Attack: Initial Access Vector and Data Theft Confirmed.” The HIPAA Journal, 13 June 2024, hipaajournal.com/ascension-cyberattack-2024/.
4. Change Healthcare. “HIPAA Website Substitute Notice.” Changehealthcare.com, 2024, changehealthcare.com/hipaa-substitute-notice.html.
5. Lucey, Amanda R. “49% of Companies Have a Crisis Plan. But Is It Enough to Save a Reputation?” PRNEWS, 17 Dec. 2024, prnewsonline.com/49-of-companies-have-a-crisis-plan-but-is-it-enough-to-save-a-reputation/.