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When a company is victimized by a cyber criminal, addressing PR matters is probably the last priority for an infosec expert. They are more concerned with resuming company business online, which entails figuring out the root of the problem and, perhaps, collecting evidence that they or, a law enforcement agency they call, might want to use later.
But like PR concerns, turning to law enforcement is probably the last thing on their minds, too. And that's a problem nowadays.
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