How should a public relations crisis be managed?

What will be an ideal response?

• The interests of the public should come before the interest of the organization
• Long-term:
o Cultivate strong media relations
o Prepare key managers to handle the media
• Short-term:
o Develop guidelines
? Do not make matters worse by blaming someone, pretending or speculating, stalling or covering up
? Get the story over with – disclosure ends it, gather information and release it quickly
? Be evenhanded and professional – you will continue to deal with the media long after this particular story is over