Issues and crisis communications for tech brands in APAC

Archetype helps global and regional technology brands manage issues and crises in APAC with clear thinking, disciplined preparation and senior counsel.

From cyber incidents and outages to regulatory scrutiny, leadership changes and sensitive internal developments, we work with communications, legal and leadership teams who need a partner that understands both technology and the regional context.

If you are looking for an issues and crisis communications partner for tech in APAC, this is the space we operate in.

Who we work with

We support organisations that sit at the intersection of technology, regulation and public scrutiny, including:

  • Global and regional B2B tech companies
  • Cloud, data, AI and cybersecurity providers
  • Fintech, payments and digital services brands
  • Platforms, marketplaces and B2B2C businesses
  • Climate, sustainability and development finance institutions

We typically work with:

  • Chief communications officers and heads of corporate affairs
  • Regional and country comms leads
  • General counsel and legal teams
  • Regional leadership teams and boards

The situations we help you manage

We support clients across the full spectrum of issues and crises in APAC, including:

  • Cybersecurity incidents and data breaches
  • Platform outages and service degradation
  • Regulatory investigations, fines and enquiries
  • Sensitive customer, partner or ecosystem disputes
  • Layoffs, restructures and site closures
  • Allegations related to conduct, culture or ethics
  • Environmental, social and governance related scrutiny
  • Public criticism from employees, customers or partners

In many cases, several of these threads are present at once, across different markets and stakeholders.

What we do: issues and crisis communications in APAC

We work across three phases: preparation, active response and recovery.

Preparation and readiness

The best time to prepare for a crisis is before it hits.

  • Risk mapping and scenario planning for your business, sector and markets
  • Review and optimisation of existing crisis plans and playbooks
  • Creation of communications frameworks by scenario and stakeholder group
  • Development of holding statements, Q and A and core narratives
  • Spokesperson identification and media training for high pressure situations
  • Simulation exercises that test processes, messages and decision making

You end up with materials and muscle memory you can actually use under pressure. We can also help with AI governance and risk in communications. 

Active incident and crisis response

When an issue breaks, you need focus, structure and pace.

We provide:

  • Senior counsel to leadership, communications and legal teams
  • Real time support on messages, statements and responses
  • Stakeholder mapping and prioritisation by market and risk level
  • Integrated plans across media, employees, customers, partners and regulators
  • Support across traditional media, owned channels and social platforms
  • Coordination with global HQ and other regions

We help you move quickly without becoming reactive or fragmented.

Recovery and reputation rebuilding

Once the immediate pressure eases, the work is not finished.

  • Assessment of reputational impact across stakeholders and markets
  • Adjustments to narratives, proof points and policies where required
  • Thought leadership and proactive communication to show learning and change
  • Support for leadership visibility during the recovery phase
  • Post incident reviews to strengthen future preparedness

The goal is not simply to survive, but to emerge with a clearer, more credible story. Outside of active issues, we help leaders build day to day visibility through our founder and executive narratives programme.

Why tech brands choose Archetype for crisis work in APAC

Deep understanding of technology and regulation

We work every day with companies whose products, data and infrastructure underpin critical services.

That means we understand:

  • How incidents in cloud, data and security environments play out
  • The expectations of regulators, enterprise customers and partners
  • The sensitivities around disclosure, timing and jurisdiction in APAC

You do not have to explain basic technical concepts before we can advise.

Regional view, local insight

With teams in Greater China, India, Singapore, Malaysia and Australia, we combine a regional view with local understanding.

  • One regional narrative and decision framework
  • Local insight into media, regulatory and cultural context in each market
  • Ability to balance transparency, legal risk and expectations that differ country by country

This is particularly important when the same issue lands very differently in, for example, Australia, India and Southeast Asia.

Integrated, senior counsel

Issues do not respect internal silos. We bring together:

  • Senior crisis and corporate communications counsel
  • Media relations and social expertise
  • Experience in internal communications and leadership positioning
  • Practical understanding of how legal, security, product and operations teams work

You get integrated advice that recognises the full picture, not just the media angle.

How we work with global and regional teams

With global HQ

  • Align APAC activity with global positions, statements and legal strategy
  • Provide on the ground insight into how issues are playing out in APAC
  • Feed local considerations into global decision making and holding lines
  • Support reporting to boards and senior leadership on regional risks and responses

With regional and country teams

  • Help regional and local leaders balance global direction with local expectations
  • Provide templates and guidance that can be adapted in market
  • Support local media handling, including difficult interviews and briefings
  • Align internal communications for employees with external messaging

We are used to navigating the tension between central control and local autonomy.

Typical briefs for issues and crisis support

Clients usually come to Archetype with situations such as:

  • “We have experienced, or are at risk of, a data breach or cyber incident affecting APAC customers.”
  • “We face regulatory scrutiny or public criticism in one or more APAC markets and need to manage the narrative.”
  • “We are initiating layoffs or structural change in Australia or APAC and need to communicate in a responsible, considered way.”
  • “Global HQ has a crisis plan, but we need an APAC specific approach and support.”

We also work proactively with organisations that have not yet had a major incident, but want to be prepared. Outside of active issues, we help leaders build day to day visibility through our founder and executive narratives programme.

What effective crisis preparation looks like

For tech brands operating in APAC, a realistic level of readiness typically includes:

  • Clear ownership of issues and crisis communications at global, regional and local levels
  • Defined approval paths that work at the speed of a real incident
  • Pre agreed messages, holding lines and Q and A for likely scenarios
  • Trained spokespeople who know how to handle difficult questions
  • Tested coordination mechanisms between HQ, APAC and local markets
  • Clear expectations for employees about what to say, and what not to say, externally

We help you build this foundation on a realistic timescale, prioritising the highest risks first. 

Frequently asked questions

Do you only support technology clients with crisis communications?
Our core focus is technology, innovation and adjacent sectors such as climate finance. We also support other complex B2B and institutional organisations where data, regulation and stakeholder scrutiny are high.

Can you work under NDA on highly sensitive matters?
Yes. Crisis engagements are conducted under strict confidentiality, with clear boundaries on who is involved and what is documented.

Do you provide crisis support only in APAC, or globally?
We focus on APAC, working alongside your global teams and agencies. For some clients we lead on APAC while other regions are managed by different partners.

Can you help if we are already in the middle of an issue?
Yes. While preparation is ideal, we are often engaged mid incident to provide structure, counsel and extra capacity.

Do you offer training and simulation exercises?
We run workshops and simulations for leadership, communications, legal and operational teams to test and improve readiness.

Talk to us about issues and crisis communications in APAC

If you are responsible for managing issues and crises for a tech brand in APAC, Archetype can help you:

  • Assess your current level of preparedness
  • Build or refine practical crisis plans and materials
  • Navigate live incidents with structured, senior support
  • Rebuild and strengthen reputation after a difficult moment

Contact the Archetype APAC team to discuss your organisation, risk profile and current concerns, and we will recommend a level of support that fits your needs and governance.