Matthew Boyle, Bloomberg, July 19, 2024
CrowdStrike Holdings Inc. Chief Executive Officer George Kurtz co-wrote a book that’s commonly referred to as the bible of computer security. When it comes to crisis management, though, he’s on shakier ground.
In a post on social media platform X early Friday morning about a botched software update that crashed countless computer systems globally, Kurtz made clear the incident was not a cyberattack, his firm had identified the problem, and deployed a “fix.” What he didn’t say — at least at first — was the magic phrase that public-relations experts advise all businesses to shout from the rooftops at times like this: “I’m sorry.”
“A CEO needs a nuanced and emotionally truthful response,” said Davia Temin, founder and CEO of crisis-communications firm Temin & Co. “This is a response scrubbed by a legal team with lawsuits in mind. It holds little to no accountability, which is what makes apologies so powerful. And it positions Kurtz almost as an AI voice — automated, soulless. In fact, ChatGPT does a better job of appearing to care than he does.” […read more]