Cyberattacks are no longer rare. For housing providers, it is a matter of when rather than if. Our latest See Media Masterclass brought together comms professionals from across the sector to hear first-hand what it is like to navigate a major cyber incident. The session featured insights from Jarrod Williams, who helped lead the communications response during Bromford’s real world cyberattack, and Sarah Thomas, See Media’s crisis comms lead.
Drawing on their experience, the discussion highlighted several essential lessons for housing communications teams.
Preparation needs to go beyond the IT plan
Most organisations have a cyber security plan, but far fewer have a cyber crisis communications plan. Jarrod’s experience showed that when systems fail without warning, comms teams must be ready to act with no access to laptops, emails or intranets. This means having:
- Pre-approved messaging templates that can be adapted quickly
- Clear sign-off processes
- A stakeholder map and alternative channels for when systems are down
- Regular simulation exercises to build organisational muscle memory
Being prepared is the difference between organised response and chaos. As Sarah noted during the session, communications planning needs to sit alongside IT and legal from the outset.
Involve comms from the very start
A consistent theme was the importance of comms being in the room early. When Bromford began seeing “small but strange” system issues, the IT team contacted Jarrod within hours. This early engagement meant comms could shape the response from the beginning, rather than being drafted in later.
Teams that wait for full confirmation before communicating risk creating confusion, mistrust or speculation. The message from our speakers was clear: if something feels unusual, the comms team should be involved straight away. Building relationships in advance so that comms is positioned as a key part of the response to a cyberattack is crucial.
Silence breeds speculation, but premature detail creates risk
The first 24 hours of any cyber incident are intense. Information is incomplete, decisions change quickly and rumours spread fast. Jarrod and Sarah emphasised the need for a balanced approach:
- Communicate early, even if you cannot confirm the full picture
- Be open about what you know and what you do not
- Manage expectations about when the next update will come
- Use plain English to explain technical issues
This transparency helped Bromford maintain trust internally and externally. Regular updates, even short ones, prevented a void that others could fill with inaccurate assumptions.
Keep leadership visible and human
One of the most powerful elements of Bromford’s response was the visibility of senior leaders. The CEO, CIO and Chief People Officer all fronted updates throughout the incident. These were delivered through videos, written messages and real time Q&A sessions.
Making leaders the face of the response helps:
- Reassure colleagues and residents
- Demonstrate accountability
- Reinforce organisational values under pressure
Comms professionals can play an important coaching role here, helping leaders strike the right tone and stay consistent as the situation evolves.
Look after your team
The See Media Masterclass highlighted a reality that often goes unspoken. Cyber incidents place immense pressure on comms staff. Long hours, last minute changes, remote working constraints and the emotional fallout from colleagues or customers mean resilience can erode quickly.
Jarrod made the point that, while the team delivered outstanding work, more structure around handovers, shift patterns and wellbeing checks would have helped share the load. This is a key lesson for any comms leader preparing for similar challenges.
Rebuilding trust takes longer than resolving the technical issues
Even after systems begin to return, residents and partners may still be affected. People want answers and reassurance long after the headlines fade. Maintaining trust requires:
- Continued updates, even when little is changing
- Myth-busting to counter inaccurate assumptions
- Clear explanations for why recovery takes time
- Scripts and support for frontline colleagues who face the most direct questions
Bromford found that returning with improvements, not just restored services, helped rebuild confidence.
Final thought
Our Masterclass reinforced that cyber crises are complex, exhausting and unpredictable. Yet, with preparation, collaboration and clear communication, housing providers can protect trust when it matters most. For comms teams, the message is simple: you are central to the organisation’s ability to respond well. Make sure your plans reflect that.
If you missed the session and would like the recording, you can watch it below.
To learn more or to discuss planning your response to a cyberattack, contact hello@see-media.co.uk.
Sarah Thomas is a Senior Director and crisis comms lead at See Media
