A few weeks ago, the personal data of 5.7 million Qantas customers was stolen in a cyber attack. Compared to the public outrage that followed the Medibank and Optus breaches, the response to the Qantas incident has been relatively measured.
This may reflect a growing public familiarity with cyber risks - but it also suggests that Qantas learned from the communications missteps of its corporate peers. So if Qantas is getting its crisis communications right, what can we learn from how they're handling it?
What Qantas did right
The strengths of Qantas' response can be mapped against a framework Left of Boom recommends for crisis communications: Acknowledge, Apologise, Assure, Act.
1. Acknowledge
Unambiguous recognition of harm is essential early in a crisis. Qantas CEO Vanessa Hudson accepted responsibility where it was due. Her spoken statements avoided vague or passive phrasing like “mistakes were made,” which only breeds distrust. She has spoken directly, honestly, and with emotional intelligence.
Qantas could have deflected more blame to the Manila-based third-party call centre where the breach originated. It didn't. Instead, the airline accepted responsibility for safeguarding the data customers had entrusted to it, and moved quickly - heading off speculation before it could spiral.
2. Apologise
Genuine accountability precedes repair. A sincere apology creates the emotional and moral foundation for trust to be rebuilt. Qantas' apology was prompt, direct, and delivered by CEO Vanessa Hudson, not a department head or spokesperson. Who delivers the message matters.
3. Assure
Different people have different levels of risk tolerance and require varying levels of detail to feel confident and secure. Qantas rolled out its messaging in stages: first acknowledging the breach, then sharing what categories of data had been accessed, then sending tailored follow-up emails detailing what specific information had been compromised.
4. Act
Accountability must be backed by clear, measurable actions. Qantas' follow-through is still evolving, but early steps have included enhancements to cybersecurity protocols, particularly in oversight of third-party providers.
Trust can be strengthened during a crisis
Vanessa Hudson's response has so far marked a significant change for Qantas. Whilst you can't please everyone in a crisis, she has met the moment with humility, clarity, and courage - owning both the harm and the path to repair.