Two years of failures have left problem-plagued Optus with a multi-million-dollar hit to the brand's crumbling reputation, according to a public relations expert. 

Sphere PR Managing Director Louise Roberts said reliability is everything to a telco and, after three triple-zero outages since 2023 and a mass data breach in 2022, Optus' brand has taken repeated blows.

"The Optus brand is now in a fragile, high-risk state," she told 9news.com.au.

"For telcos, reliability and resilience are really non-negotiables, and repeated failures will damage their credibility in ways that a single event may not have."

Roberts said the continued blunders could cost Optus millions in a loss of customers, fines, and a damaged brand reputation. 

She added that there may be lawsuits from the families

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