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Communication runs through the whole of incident response, and the plan should say in advance who is told, what, when and how.
The lesson's case for it is reputation. People accept that systems sometimes go down. What they do not forgive is silence: without updates they assume nobody is working on it. So during an outage, tell people what you know, give updates and, where you can, when the next one comes. Bring in customer support early so they can answer callers, and public relations so the message to customers and the media is managed.
The other half is balance. The lesson's warning: announce that all your customers' information is lost, then find out it was not, and you have caused panic for nothing. Messages about causes, blame, data affected or fix times wait until the facts are known. Legal, regulatory and law enforcement reports come later, once it is clear what kind of incident it was.
Twenty minutes into an outage, the team knows the store is down and is working on it. That is all it knows.
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