Think your emails are private? Not when your company is the victim of a cyber-attack. Sony Pictures Entertainment’s Amy Pascal found out the hard way, as emails between her and producer Scott Rudin were made public after hackers breached the studio’s systems. In the emails, Pascal made racially insensitive remarks about President Obama. She and Rudin have since apologized. But will it be enough to repair her reputation?

Solomon McCown President and crisis communications expert Ashley McCown is quoted in the Los Angeles Times and the Washington Post on what it means for Pascal’s career.

“This is troubling on every level,” McCown said. “She says this is not who she is, but then why did she say it in the first place? There is no humor to be found in that at all. The board of Sony is going to have to take a hard look at this situation and make some tough choices[.]” 

McCown also weighed in with Fox News on what it means for Sony’s future business prospects.

“Will artists of any race be offended enough to refuse to be on the Sony label? In Sony films? Only time will tell. However, Sony’s swift choices to meaningfully repair this damage are critical.”

UPDATE: As the media continues to report on the cyberattack, Sony has called on reporters to stop publishing or reporting on materials found by the hackers. In the Los Angeles Times, Ashley McCown weighs in on whether that is a sound crisis communication strategy. 

“This [letter] is what everyone is going to focus on if Sony doesn't put anything else out there,” [McCown] said. “And I think Sony is going to be criticized for it.”