Control? There’s no such thing. Instead, be a credible part of the conversation.
Be (Appropriately) Opportunistic Use topical news as an occasion to get your message out and change the timbre of the coverage. IMPORTANT: Be sure your message is relevant to the larger conversation and has genuine news value. Understand that your message may be co-opted in service of the larger story and be okay with that (or don’t disseminate it).
Short-term Pain… PR 101: Be up front at all times, especially in crisis situations. The more integrity you demonstrate from the outset, the sooner your reputation will rebound.
Strike First In the age of instant information, you must communicate via all available, appropriate avenues. From a customer service perspective, accounting for the use of mobile devices is paramount. Bad news is better than no news.