TalkTalk是如何走着走着的:网络攻击中的战略声誉修复

Derrick Boakye, D. Sarpong, D. Meissner, George Ofosu
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摘要

在当代组织中,网络攻击对组织运营造成技术干扰,损害组织声誉,这已经变得太常见了。本文探讨了组织在成为网络攻击受害者的情况下所采取的声誉修复策略。设计/方法/方法为了在互联网服务提供商行业的背景下发展作者的贡献,作者借鉴了TalkTalk的定性案例研究,TalkTalk是一家提供企业对企业(B2B)和企业对客户(B2C)互联网服务的英国电信公司,它是2015年10月“重大和持续”网络攻击的受害者。调查的数据来自公开的档案文件,如报纸文章、新闻稿、播客和有关TalkTalk网络攻击的议会听证会。研究结果表明,在应对网络攻击时,技术反应和修辞反应之间存在动态的相互作用。这表现为组织沟通和羞辱技巧、提升形象和依靠领导者声誉,在发生网络攻击时,这些技巧依次结合起来,在战略上协调声誉修复和污名消除。原创性/价值分析了一个组织在网络攻击后陷入困境的典型案例,本文系统地描述了在网络攻击期间管理、修复和改善受损声誉的战略反应的启动过程,这往往会对组织的主要受众的评价看法产生负面影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How TalkTalk did the walk-walk: strategic reputational repair in a cyber-attack
PurposeCyber-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/approachFor 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.FindingsThe 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/valueAnalysing 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.
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