Department store, Target, has been having a pretty rough 2014 to date. Soon after having to report that millions of customers’ data may have been put at risk, the company had to come back recently and admit that the breach may have impacted tens of millions more than originally thought.

Now, despite earlier assurances otherwise, experts are saying millions of Target customers have become vulnerable to identity theft. Ronn Torossian, CEO of 5W Public Relations, said the one-two punch of negative information could have a lasting impact on the number two retailer in the nation.

Initially,  when the breach was announced on December 19,  Target said about 40 million debit card accounts had been affected. Customers still shopped at the retailer through the holidays, but there was definite trepidation. Now, Torossian said, the company faces a haymaker of a negative PR punch.

Not only do they have to get back out there and reassure the public, they have to start the conversation admitting that the breach was nearly twice as bad as initially believed.

Worse, when the final tally is delivered, Target might be stigmatized as being the company at the center of the “largest data breach on record for any retailer.” Which is a brutal designation in the bloodsport that is big box discount retail.

The worst sting for the retailer is that, just before the latest announcement, Target announced its sales had started to recover from the PR crisis. Many in the financial world expect this “black cloud” to linger for several quarters this year and New York’s Attorney General Eric Schneiderman, who is participating in the investigation, called the latest release, “very troubling.”

See also  How the Ongoing SAG Strike Impacts New Film and Television Releases

Target needs to get out ahead of this, and do all they can to make it as easy as possible for customers to regain consumer confidence.

SHARE
Previous articleHenry Swieca, Zig Ziglar And More Quotes For Success
Next articleWhen you Can’t Play Hot Potato
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.