Optus finds itself in a perilous situation once again. Last week’s 13-hour Triple Zero network outage left about 480 customers unable to call for emergency help. Three deaths linked to the outage are being investigated.

That outage wasn’t an isolated incident for Optus. Just this week, the Federal Court imposed a A$100 million penalty on the telco for “unconscionable conduct” involving predatory sales tactics toward customers in vulnerable situations, which went on for years.

Both those crises come on the back of a 2022 data breach and a 2023 major network outage, which also affected Triple Zero calls. Optus vowed then to “ensure it will not happen again”.

These repeated failures signal serious problems within, and for, Optus. As its chief executive Stephen Rue was repeatedly asked this week – how can Optus regain customers’ trust?

Read more: A $100 million fine for 'appalling' predatory sales practices caps a horror week for Optus

Building trust before the crisis

To shore up a brand against damage from potential crises, companies should proactively build a reservoir of goodwill with their customers and the wider public.

By engaging consumers in positive brand actions, such as genuine corporate social responsibility, brands can build a halo that buffers the brand during times of crisis.

Indeed, Optus spent decades cultivating a strong identity as a trusted, community-minded brand. This is exemplified by its long-running “Yes” tagline, which has been central to shaping an approachable and people-centred image, making it more than a faceless utilities provider.

Optus has embedded its brand into Australia’s cultural life through sponsorship of major sporting events, from the Australian Open tennis to the naming rights to Perth’s Optus Stadium.

Yet, this image has been chipped away over recent years. In 2022, Optus experienced what has been deemed a “preventable” data hack, which leaked 9.5 million consumers’ private information. In 2024, Optus was the most distrusted brand in Australia, according to Roy Morgan. But it managed some improvement in 2025, moving to the 4th most distrusted brand – though that was before this latest outage.

The recurrence of crises for Optus, year after year, dismantles the accumulated brand image and intensifies negative responses from a range of stakeholders.

How to respond during a crisis

Effective brand response to a crisis is dependent on the nature of the crisis itself, meaning that there is no one single strategy suited to all circumstances. In the case of Optus, we see an incredibly severe case of harm arising from failures to deliver on a telecommunications company’s key purpose: making phone calls.

Previously, Optus has proudly shared stories of how they keep “the community connected” and provide “the backing of a strong network”.

Yet these recent events undermine these claims and demonstrate process and performance deficiencies which can be incredibly difficult to recover from, especially in light of the severity of consequences for some customers.

So far, Optus’ crisis response has shown it understands the importance of owning their accountability and expressing remorse for what happened as a consequence of its mistakes. (Though some have questioned why it took Singapore-based parent company Singtel nearly a week to issue its own “deeply sorry” statement.)

But taking responsibility is the only first step in the process. It also requires real commitment and action to effect change and avoid recurrence.

Optus are taking steps, announcing an independent review, which it says will be made public. But as governance expert Helen Bird pointed out this week, the company promised the same thing about its November 2023 Triple Zero outage – but didn’t follow through.

Even if it’s different this time, with experienced business and government leader Kerry Schott conducting the new investigation, Optus still needs to follow through with clear actions and real evidence of change.

Read more: Should the Optus chief quit? These 5 fixes would do far more to stop another 000 failure

How can Optus start to rebuild?

Brands can take many years to recover from major crises. The ongoing nature of crises at Optus make that road to recovery even more challenging. Yet, if Optus and its parent company Singtel are committed, there are certainly many actions they can pursue.

For Optus, transparency in action will be critical.

Optus needs to show not just accountability for failure but corrective action for resolution.

It cannot correct the dire consequences of its multiple previous missteps. But the company can seek to avoid repeating those mistakes again.

As others have pointed out, there are measurable ways to judge Optus’ ongoing response – which could involve the federal communications minister imposing new conditions on Optus’ licence to operate.

Beyond the immediate investigations and responses to the latest Triple Zero outage, Optus could also reinvest in winning back public goodwill, such as potentially exploring opportunities to donate and support emergency services and local communities.

Importantly, these cannot be simple, short-term fixes, but must involve long-term commitments.

Through frequent, public progress updates and evidence of investment in action which leads to substantiated outcomes, the brand may be able to rebuild some of the damage done to Australians’ trust – especially its customers’.

This article is republished from The Conversation, a nonprofit, independent news organization bringing you facts and trustworthy analysis to help you make sense of our complex world. It was written by: Cassandra France, The University of Queensland and Amanda Spry, RMIT University

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The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.