IT’S THE NIGHTMARE NO BUSINESS wants to experience: a system-wide disruption or cyber attack that forces operations offline and throws daily routines into chaos. In the promotional products industry, where speed, customization and customer communication are essential, a cyber incident doesn’t just threaten data. It jeopardizes reputation, delivery timelines and client trust. Yet when handled well, even a cyber attack can become a moment that reveals a company’s culture, resilience and readiness. Based on recent events in the industry and lessons from real-world disruptions, here’s a guide to how promo companies can prepare for, respond to and recover from an IT crisis – with practical do’s and don’ts along the way. Battling Back Cyber attacks are increasing in frequency, and industry companies have been compromised. Here are six steps to recover and build trust along the way. By Tanaisha Dunbarger Step 1: Act Fast – But Smart DO: • Immediately take systems offline at the first sign of a breach or unusual activity. This reduces the risk of further compromise or data exfiltration. • Assemble your incident response team – whether internal or external cybersecurity partners – to begin the diagnosis and damage control. • Document everything. Record when and how the breach was detected, what systems were impacted and what actions were taken. DON’T: • Don’t assume it’s a false alarm or delay action. In cybersecurity, time is critical. • Don’t attempt to resolve everything in house if your IT team lacks deep forensic expertise. 28 • JUNE 2025 • PPAI Voices | Innovation AntonKhrupinArt / Litvinova Oxana / Shutterstock.com
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