- timely response
- initial disclosure by company and not third party
- actual expression of shame and remorse
- a decent explanation of target/scope
i could imagine being cyclical about the statement, but look at other companies who have gotten breached in the past. very few of them do well on all points
From customer perspective “in an effort to reduce the likelihood of this data becoming widely available, we’ve paid the ransom” is probably better, even if some people will not like it.
Also to really be transparent it’d be good to post a detailed postmortem along with audit results detailing other problems they (most likely) discovered.