Story and Strategy Quoted in Forbes on AWS’s Crisis Communications Response

When Amazon Web Services experienced a high-profile outage this fall, the ripple effects were global, reminding us just how dependent today’s digital infrastructure is on a select few providers. The spotlight quickly turned to how AWS would respond.

In a recent Forbes article analyzing “The Best And Worst Ways That Crisis Situations Were Managed In 2025” , Story and Strategy co-founder Kim Brown, APR, was quoted extensively on what AWS got right.

“This is textbook crisis communications,” Brown told Forbes. “From the moment the issue surfaced, AWS used its Service Health Dashboard to provide consistent, public updates. Each post was clear, timestamped, and written for the average person to understand.”

The piece commended AWS for communicating early and often, prioritizing trust and transparency in a moment when speculation could have easily taken hold.

“Their decision to communicate early and often demonstrated confidence, preparedness and respect for their users,” Brown said.

At Story and Strategy, we counsel executive teams through critical moments like these, helping leaders communicate with confidence and credibility. We’re proud to see our perspective featured in a leading national publication and to contribute to the broader conversation around crisis leadership and corporate trust.

Read the full article in Forbes: https://www.forbes.com/sites/edwardsegal/2025/12/30/the-best-and-worst-ways-that-crisis-situations-were-managed-in-2025/