Equifax: A Category 5 Cybersecurity Crisis Storm. Chances Are It Will Hit You

You would really think that by now companies in crisis could get it right the first time.
But no, as Equifax announced its epic Category 5 Crisis — the cyber hack of 143 million consumers’ social security numbers, drivers’ license numbers, birthdates, addresses and credit card numbers affecting at least 44% of the American population — after stalling over a month to stop the hack and prepare for the onslaught of a public announcement, clearly got the apology algorithm all wrong anyway. Did they think no one would notice?
From a tepid apology from CEO Richard Smith — totally incommensurate with the size of the crisis: “This is clearly a disappointing event for our company, and one that strikes at the heart of who we are and what we do. I apologize to consumers and our business customers for the concern and frustration this causes…” —to a completely botched announcement of remediation, tying use of their free credit monitoring to forfeiting the right of a trial and mandating arbitration, they just got everything wrong.

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