CrowdStrike just ran an award-winning crisis communication masterclass

The award was presented on Saturday night at the Pwnies, an annual awards ceremony for cyber security professionals.

The ignominious assessment follows an outage last month in which CrowdStrike disrupted business globally after a flaw in a software update from the cybersecurity firm shut down thousands of Microsoft computer systems.

Sentonas’ short speech drew applause and laughter from the audience, and experts told Business Insider that graciously accepting the award was the right move.

A crisis communications expert said the personal introduction helped the company signal it was still committed to transparency and accountability.

“Sentonas’ decision to accept the award in person is perceptually a PR win and a masterclass in crisis management,” said Jeremy Foo, CEO of public relations firm Elliot & Co.

“What might have been remembered as a public relations nightmare is now trending for the right narrative,” he said.

The award shows “that even tech giants aren’t immune to missteps, and treating them with humility and integrity and just the right touch of humor can win brand love.”

Admitting a mistake is usually the first step in dealing with a crisis. That acknowledgment should convey genuine regret to those affected by your actions, said Nathan Miller, a communications strategist in Los Angeles.

The humor of the moment also served as an opportunity to illustrate how seriously CrowdStrike takes the mistake, Miller said.

While the awards ceremony may temporarily repair the company’s image, customers will remember what CrowdStrike does in the long run.

“Customers and partners who form CrowdStrike’s core stakeholders will want to see disruption taken seriously,” Foo said. “The key here is consistency.”