Obviously, the situation was critical enough to use all possible channels for anti-crisis communication. Vkusvill's PR service predicted at the start that a reputational fire would break out and decided to also involve the company's brand media.
On the day of the data leak, Media VkusVill published a publication in which the company explained what had happened, assured customers that full payment information about bank cards had not fallen into anyone's hands, and apologized for what had happened:
Screenshot of the publication in "Media Vkusvill"
Screenshot of the publication in "Media Vkusvill"
The comments under the publication in Media VkusVill were mostly negative, but there were also those who thanked the company for honestly and promptly informing about the problem.
Examples of comments from people who appreciated the company's honesty
Examples of comments from people who appreciated the company's honesty
To find out how much VkusVill's voice was heard in the mexico mobile database public space, we also assessed the direct speech index. This metric shows the share of quotes from the company and its representatives in relation to the total number of publications about it. The higher this indicator, the stronger the company's voice in the media. The dynamics of the index show that VkusVill's press service managed to convey its message to the audience and was present in the media field for several days after the event:
It seems that the company's brand media played a significant role in protecting VkusVill's reputation. It was the publication in Media VkusVill that became the primary source cited by other media outlets, and it still appears at the top of search results for a request about the leak.