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Dyn: The Day the Internet Broke

When Dyn was hit with a series of cyberattacks against its managed DNS infrastructure, PAN provided a strategic crisis communications strategy.

Strategic Crisis Communications

When Dyn was hit with a series of cyberattacks against its managed DNS infrastructure, its customers – top sites like Twitter and Netflix – experienced major outages. Immediately, news sites were reporting on the outages, and customers calling Dyn.

PAN provided strategic counsel to Dyn to develop a timely response time, FAQ and messaging to quickly get ahead of this as a team and represent the overall Dyn brand in a positive light. PAN arranged two press conferences with top journalists from the WSJ, NY Times, AP, etc. and coordinated a TODAY show segment for the following Monday with Dyn’s top exec.

Following the events, PAN conducted a comprehensive analysis of social media conversation and media coverage of the attacks using a variety of tools. Within 10 days, there were almost 800 pieces of coverage, the vast majority of which were positive or neutral toward Dyn. Dyn came out of the crisis as the honest victim and the media attention informed the world of the importance of Dyn’s DNS offerings.

Dyn crisis communications case study results

We engaged with PAN as we started to shift our own messaging and reach a new audience. PAN provided opportunities to extend our thought leadership and highlight our executives to top business press. They were instrumental in setting the strategy for our recent investment news and proved to be a steady hand during an exciting time. The results stand for themselves.

Adam Coughlin, Director, Corporate Communications, Dyn

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