The response of The Body Shop turned a manageable crisis into a tabloid fiasco. Their self-righteousness just reinforced the allegations. Their insular corporate character became the story. Hubris and hypocrisy are the blood for a shark. Reporters instinctively believe sketchy leads have some validity if you react defensively.
Arrogance signals an inflexible corporate culture.
That means there are probably serious problems that top management refuses to see. When reporters get targeted, they just dig in their heels. Also, don't expect friends in the press to stand by you if they become convinced that you've not been utterly straight with them. If your company makes a mistake, or you stumble in responding to a problem, remember that you can cut your losses. Reporters are not the enemy.