There’s no doubt that technology is both the blessing and the curse of modern life – and modern consumer PR. Ronn Torossian says the latest brand to learn this lesson the hard way is Home Depot. The home improvement giant certainly benefits from allowing customers to pay with plastic, as do most retailers. But the company has released a statement saying as many as 56 million payment cards “may have been” compromised due to a “massive cyber breach” of the businesses’ payment network.

That’s a lot of frustrated home improvers. The breach, which now holds the dubious title of “Worse than Target,” has consumers reconsidering the convenience versus risk associated with plastic payments.

According to the report, Home Depot said “customized malware” may have been present on its network as far back as April 2014. They discovered the breach on September 2. Worse, the company had to find out about the breach after industry watchdogs publicized information from banks associated with the network. That set off a firestorm of questions Home Depot was woefully ill equipped to answer. Now, weeks after the fact, the company’s PR team has released its first lengthy statement.

The report did stipulate that only brick and mortar stores were affected. According to the release, no online buyers were put at risk. While Home Depot claims the malware has been removed and is no longer a risk, consumers are still concerned. Now two major US retailers have been successfully infiltrated, so smart money says more will fall sooner rather than later.

These entirely valid concerns should trigger next steps for every major American retailer that accepts credit or debit cards. First, they should step up their protection and detection efforts, not leaving it to outsiders and banks to catch the digital bad guys. Second, the companies need to redouble their communication efforts to assure their customers of the safety of their networks. Details aren’t necessary—the average consumer wouldn’t understand them anyway. But simple and clear reassurances are necessary. Because the next big box store to get hit may trigger plummeting consumer trust that would take years to fully recover and if it did they would have to do something drastic to recover. If they end up in this situation, to work towards regaining the trust of its consumers, they might want to consider using a company that offers cybersecurity. There are many companies that offer this, however, one example would be Fraud Watch International (which can be found at fraudwatchinternational.com). These services can be used to help outsource their cybersecurity needs to ensure that this won’t happen again. Otherwise, the industry might see an unfortunate decline and this is something which businesses don’t want to happen. So it is better to make sure that things like card transactions are secure when people are making a purchase at a store.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.