Media relations 101: How to manage a public relations crisis

Every company, at some point or another, will face a public relations problem. It is not a matter of "if," but a matter of "when." A public relations problem can develop in ways that corporate officials never envisioned, which is why they are called problems. However, an unforeseen problem can be managed so it doesn’t become a full-blown crisis. All it takes a little advanced planning. Source