How TalkTalk did the walk-walk: strategic reputational repair in a cyber-attack
本文通过英国电信公司TalkTalk在2015年遭受网络攻击后的案例，分析企业如何结合技术与修辞策略修复受损声誉，对危机管理研究者有参考价值。
Purpose Cyber-attacks that generate technical disruptions in organisational operations and damage the reputation of organisations have become all too common in the contemporary organisation. This paper explores the reputation repair strategies undertaken by organisations in the event of becoming victims of cyber-attacks. Design/methodology/approach For developing the authors’ contribution in the context of the Internet service providers' industry, the authors draw on a qualitative case study of TalkTalk, a British telecommunications company providing business to business (B2B) and business to customer (B2C) Internet services, which was a victim of a “significant and sustained” cyber-attack in October 2015. Data for the enquiry is sourced from publicly available archival documents such as newspaper articles, press releases, podcasts and parliamentary hearings on the TalkTalk cyber-attack. Findings The findings suggest a dynamic interplay of technical and rhetorical responses in dealing with cyber-attacks. This plays out in the form of marshalling communication and mortification techniques, bolstering image and riding on leader reputation, which serially combine to strategically orchestrate reputational repair and stigma erasure in the event of a cyber-attack. Originality/value Analysing a prototypical case of an organisation in dire straits following a cyber-attack, the paper provides a systematic characterisation of the setting-in-motion of strategic responses to manage, revamp and ameliorate damaged reputation during cyber-attacks, which tend to negatively shape the evaluative perceptions of the organisation's salient audience.