Online data breaches are recurrent and damaging cyber incidents fors organizations worldwide. This study examines how organizations can effectively mitigate reputational damages in the aftermath of data breaches by hacking, through situational crisis communication strategies. Comparable data breach crises do not have an equally negative impact on organizational reputation. Base responses such as comprehensive and exhaustive guidelines, and detailed explanations about the incident to consumers helped to reduce the damage. Corporations responding to data breaches by hacking benefit from admission of responsibility in spite of the initial characterization of such crises as victim crisis types. Organizations that primarily relied on one single strategy, performed better than those that inconsistently blended strategies. Particularly denial was ultimately detrimental to organizational reputation. Self-disclosure allowed companies to positively influence media reporting. Social media communication did not play an important role in the response of the organizations involved. The consistent and timely adoption of compensation, apology, and rectification strategies, combined with reinforcing strategies such as ingratiation and bolstering, positively influenced reputational recovery from the crisis.

在线数据泄露是全球组织经常发生的破坏性网络事件。本研究探讨了组织如何通过情景危机沟通策略有效减轻因黑客入侵造成的数据泄露后的声誉损失。类似的数据泄露危机不会对组织声誉产生同样的负面影响。全面详尽的指导方针以及对消费者的详细解释等基本回应有助于减少损失。尽管最初将此类危机定性为受害者危机类型，但通过黑客攻击来应对数据泄露的公司会受益于承认责任。主要依赖单一策略的组织比那些不一致地混合策略的组织表现更好。特别是否认最终会损害组织声誉。自我披露使公司能够对媒体报道产生积极影响。社交媒体传播在相关组织的反应中没有发挥重要作用。持续及时地采取补偿、道歉和整改策略，再加上讨好和支持等强化策略，对危机中的声誉恢复产生了积极影响。