Online Crisis Communication: An Australian Case Study

Abstract

In contemporary organisational crisis management, real-time digital communication has become essential for protecting corporate reputation and maintaining stakeholder trust. This paper examines the strategic role of social media in crisis communication through an analysis of a significant cybersecurity incident. On 2 July 2025, Qantas Airways, Australia's flag carrier, experienced a major cyber attack that compromised an offshore system containing personal data of approximately six million customers. This paper investigates the airline's crisis communication response across multiple digital platforms, including Twitter, Facebook, and other online channels, while also examining the communication activities of additional stakeholders involved in the incident. This study critically evaluates Qantas Airways' management of the cyber security breach in relation to crisis communications. The analysis identifies both effective strategies and areas of weakness in the airline's approach to managing public sentiment, disseminating incident updates, and engaging with affected stakeholders through social media channels. The findings contribute to understanding best practices in digital crisis communication and offer practical insights applicable to organisations navigating similar security incidents in an increasingly connected environment.