Horizon Scanning in PR: Insights from the CrowdStrike Outage Crisis

The recent global computing disruption caused by a software update at CrowdStrike has brought about a significant disruption in the global economy and highlights the importance of horizon scanning in public relations (PR) within our increasingly interdependent economy.

With global markets and supply chains so intertwined, an event in one area can have ripple effects across multiple, sometimes unrelated, industries. When CrowdStrike-powered systems went offline, the impact was felt not just by those directly using their services but also by their customers. The outage demonstrates how businesses can become vulnerable due to the interconnected nature of today's digital infrastructure.

This interconnectedness also means that multiple potential sources of risk overlap each other. Software risks, like the CrowdStrike outage, can lead to market and credit risks as businesses become unable to operate. Airline companies, for example, were struggling to get their flights going with their ticketing systems dependent on CrowdStrike. This domino effect, where one unexpected event triggers a cascade of others, implies that risks are now augmented, though the impact is not always negative.

In this context, senior managers at organizations of various sizes must now be prepared to anticipate a range of scenarios and have contingency plans ready for each. These plans must have a communication component that needs to include approved messaging for both internal and external audiences. These messages empower leadership with a clear strategy to navigate through turbulent times, which is crucial to reassure stakeholders and employees alike.

PR professionals play a critical role in this process, anticipating potential scenarios and reacting with agility when the unexpected happens. They can assist management in creating a playbook, a dynamic document that evolves as new potential sources of risk emerge. This playbook, backed by executive leaders, can guide a company's actions in the face of events. This proactive approach can help to minimize damage, reassure stakeholders, and ultimately lead the company through crises.

The recent CrowdStrike outage serves as a stark reminder of the interconnectedness of our economy and the multi-faceted nature of risk in today's world. It underscores the need for a proactive stance in PR, with a focus on anticipating potential risks, preparing comprehensive contingency plans, and articulating clear, reassuring messages.