"Intel is expected to release a statement, but hasn't yet commented on the issue," writes AdAge. "Historically, the way companies respond to such issues and how quickly they address them has determined how big the problem becomes."

"This is a potential PR nightmare," says Dan Ives, head of tech research at GBH Insights. "They need to get ahead of this and try to contain any of the damage to customers as well to the brand."

Do Not Be Alarmed

We respectfully disagree with Dan. The same reason why Equifax's "PR nightmare" came and went. It's not their problem. From a consumer's perspective, they're not holding an Intel chip in their hand. They're holding an iOS or Android device. Or, they're sitting in from of a Mac or Windows computer. When the Equifax breach happened, consumers looked to how third parties would help them handle the breach too.

In both cases, we're all looking at what's in front of us, not at some behind the scenes tech that we don't interact with hundreds of times daily nor have any brand affinity. The software developers handled the news marvelously. Patches have already come out or are in tow. 

Messaging is What Matters

Now to what really matters, in regard to Intel's "PR Nightmare" is how they explain what happened to their Board and shareholders. The magic is in the messaging. Of course, that will get covered by the press. But in today's day and age of cybersecurity, the question should be how can Intel (and other chip makers) prevent such possible exposure from happening again...