Qantas appears to have learned some lessons from past crises, taking the initiative in communicating about a cyber-attack that’s impacted six million customers.

The airline, on the rebound from slumping into the list of Australia’s most distrusted brands, proactively contacted customers and the media to outline the extent of the breach and the action it’s taking. 

Communication and credibility expert Dr Neryl East tells Phil unlike Optus and its infamous mishandling of a 2022 data breach, Qantas communicated early, acknowledged the impact and outlined next steps.

It’s a solid start from the national carrier; time will tell if its approach earns reputation brownie points from a wary public.

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