In spring 2025, retailers M&S, Co-Op and Harrods were struck by cyber-attacks, rapidly deploying communications responses to manage stakeholder concerns and protect business value. UK Director Tal Donahue spoke to PR Week about the reputational factors at play and how to approach effective incident response communications. “Companies and leaders can frequently fall into the trap of optimism or normalcy bias – the ‘it’s never happened before’ or ‘couldn’t possibly happen to me’ attitude.” “Events are unlikely to proceed in line with Plan A. Cognitive biases need to be challenged and worst-case scenarios acknowledged as possible, and then addressed rigorously through effective planning.” Read the full article in PRWeek here. Download your free data breach comms checklist here, and discover more about our crisis services here.