PR in the Crosshairs: Why Hackers Target Your Comms Channels

Public relations has always been about trust. Trust between a brand and its audience, between a spokesperson and the press, and between internal teams managing sensitive communications. But in 2025, that trust is under siege. Hackers are no longer just targeting financial systems or customer databases. They’re going straight for the heart of brand reputation, your communications channels. When a single compromised press release or hijacked email blast can trigger market panic or a public backlash, the stakes are higher than ever. And yet, many PR teams remain unprepared for the scale and sophistication of these threats.

The reality is that PR professionals now sit on the front lines of cybersecurity. They manage tools and workflows that are increasingly attractive to cybercriminals, who see media lists, press release platforms, and internal messaging systems not just as data repositories but as vehicles for deception. A breached PR channel can serve as a launchpad for misinformation, phishing campaigns, or ransomware attacks. The damage isn’t just reputational, it’s operational, financial, and legal. If you're leading a communications function and haven’t had a serious conversation with your CISO lately, you’re already behind.

Why PR Channels Are a Prime Target

Cybercriminals go where the influence is. PR teams manage channels that reach thousands, sometimes millions, of stakeholders in a matter of minutes. That kind of reach is a goldmine for attackers looking to spread malware, manipulate public perception, or impersonate trusted voices. The tools PR teams rely on, email marketing platforms, media databases, social media dashboards, are often connected to broader company systems, making them an ideal entry point for more extensive breaches.

The Mailchimp breach in 2023 is a cautionary tale. Attackers gained access to internal tools used by the company’s customer support and account management teams. From there, they targeted users in the cryptocurrency and finance sectors, sending phishing emails that appeared legitimate because they came from a trusted platform. The implications were immediate: compromised customer accounts, phishing victims, and a wave of distrust that affected Mailchimp’s brand and its clients’ reputations alike. This wasn’t just a tech failure, it was a communications crisis in disguise.

Another high-profile example came from Marks and Spencer, where a ransomware attack halted operations and disrupted internal and external communications. The attackers didn’t just lock files, they froze the company’s ability to respond to media inquiries, update stakeholders, or control the narrative. In the absence of verified information, speculation filled the void. That vacuum cost the company both money and credibility.

These incidents are not anomalies. They’re signals. And if you’re in PR, you need to treat them as such.

How Breaches Happen: The Soft Spots in PR Workflows

The most common entry point for attackers remains the inbox. Media lists are often shared across teams, stored in spreadsheets or third-party tools, and rarely secured beyond a basic password. That makes them a prime target for phishing attacks. A single fake journalist inquiry or a spoofed email from a known contact can trick even seasoned professionals into clicking malicious links or downloading infected files.

Press release distribution platforms are another weak point. These tools often allow multiple users to access draft content, schedule releases, and send mass communications. If an attacker gains access to one of these accounts, they can issue false information under your brand’s name. Imagine waking up to find that your company has “announced” a merger or product recall that never happened. The damage control required in the hours that follow would be immense, and by then, the markets may have already reacted.

Social media is not immune either. Many PR teams use scheduling tools that require login credentials or API access. If those credentials are stored insecurely or shared across users, it only takes one compromised account to broadcast false messages across multiple platforms. The viral nature of social media means those messages can spread faster than your team can contain them.

Detection and Real-Time Response

Speed matters. The faster you detect a breach, the better your chances of limiting the fallout. But many PR teams lack the monitoring tools needed to catch anomalies in real time. Cybersecurity and PR response guidance outlines how automated systems that flag unauthorized changes to press release drafts or detect unusual email traffic patterns are no longer optional; they’re necessary.

When a breach is suspected, the first step is containment. That means isolating the compromised account, revoking access, and notifying your IT or cybersecurity team immediately. From there, you need to move quickly to inform media partners, stakeholders, and the public. Transparency is your best defense. Trying to hide an incident or delay your response only compounds the damage.

Training is just as important as technology. Simulated phishing drills can help your team recognize suspicious emails before they click. Crisis communication workshops prepare spokespeople and managers to respond under pressure, ensuring that your messaging is clear, coordinated, and credible. These aren’t just exercises, they’re rehearsals for a reality that’s becoming more common by the day.

Preventing Breaches Before They Happen

The most effective defense is a proactive one. Start with access control. Every media database, distribution tool, and internal communication platform should require two-factor authentication. Passwords alone are not enough. Encrypting internal messages and documents adds another layer of protection, especially when dealing with embargoed information or sensitive announcements.

Collaboration between PR and IT teams must become standard practice. Too often, these departments operate in silos, with little understanding of each other’s tools or priorities. That needs to change. Just as PR teams have learned to align with SEO and digital marketing, they must now build regular workflows with cybersecurity counterparts. This includes participating in risk assessments, security audits, and incident response planning.

Vendor management is another area that often gets overlooked. Many PR teams rely on third-party platforms to distribute press releases, manage media contacts, or monitor coverage. Each of these vendors represents a potential vulnerability. Ask tough questions about their security protocols. Review their compliance with data protection laws. And don’t be afraid to switch providers if they can’t meet your standards.

The Cost of Inaction

The financial and reputational costs of a PR channel breach can be staggering. Beyond the immediate damage, lost data, public backlash, and legal exposure, there’s the long-term erosion of trust. Once an audience begins to question the authenticity of your communications, rebuilding that trust is a slow and expensive process.

Waiting until after an incident to prioritize security is like installing a fire alarm after the building has burned down. If you’re in a leadership position, it’s your responsibility to make the case. Frame cybersecurity not as a technical issue, but as a reputational one. Because in PR, reputation is everything.

What You Should Do Now

Start by auditing your current tools and workflows. Identify where sensitive information is stored, who has access, and how that access is managed. Work with your IT team to assess vulnerabilities in your communication channels and implement basic protections like two-factor authentication and encryption.

Schedule a tabletop exercise with your PR and cybersecurity teams. Simulate a press release breach or a phishing attack on your media list. Walk through your response plan, identify gaps, and assign clear roles. These drills will expose weaknesses in your current setup and give your team the confidence to act quickly when it counts.

Finally, make cybersecurity part of your regular PR planning. Just as you prepare for product launches, earnings calls, or crisis responses, you should plan for potential cyber incidents. Build relationships with your IT and legal teams before you need them. Review your vendor contracts with a security lens. And most importantly, educate your team. Security is not someone else’s job, it’s yours too.

The threat to PR channels is not theoretical. It’s happening now. The question is whether your team is ready. Cybercriminals have already figured out how valuable your communications tools are. It’s time you did too.