This PRCA Fuse Podcast episode dives into what really happens when organisations are hit by a major cyber attack, from the first shocking ransomware message to the long tail of operational and reputational damage. Host Adrian Ma speaks with cyber crisis experts Joanne Gill and Jason Nisse about why cyber incidents are long-form crises, why so many crisis plans fail once email and core systems go down, and what offline readiness really looks like in practice. Drawing on real-world examples including M&S, Jaguar Land Rover, Harrods, Co-op and Asahi Breweries, they explore the risks of communication voids, the limits of cyber insurance, the importance of choosing the right spokesperson, and how realistic tabletop exercises can expose dangerous blind spots before an attack hits.