Tell your story: don't leave it to the media to get it right. You'd be surprised at how many businesses and organizations do exactly the opposite. Whether it's fear of the media or a bunker mentality, that kind of thinking is usually a recipe for badly damaged media relations.
How do you tell your story? Over explain the issue and the response. While you're dealing with the media, take the same information directly to the public through social media and your own website.
The goal for any crisis communications plan is to control your message while you control the crisis. If you don't, you suddenly have two crises, the original event and a secondary crisis of a poor response.
You need three key tools for effectively communicating during a crisis:
It's important to have a plan in place so that you're able to manage your message and respond to the media in a timely manner. A plan involves selecting key personnel and what responsibilities they will have, a point person for social media, a media distribution list and determining your media staging area if you believe one will be needed. That's just to get the ball rolling.