Optus in permanent damage control as massive cyberattack fallout escalates; British pound continues to sink against US$ as UK mini budget fallout continues

So how is Optus handling the fallout from this cyberattack in terms of crisis management as damage control gets overtaken by daily even hourly developments? 

ABC's Peter Ryan says the pressure is taking a toll as chief executive Kelly Bayer Rosmarin battles to limit the harm to the telco's reputation.