Put the truth in perspective. Being truly factual means putting facts into context. Yes, my truck driver ran from his cab, screamed at a child on the street, and snatched away his ice cream cone. But that child is his diabetic son. No matter how scary the crisis, never lie.
Businesses have two things to sell, competence and integrity.
Don't compromise either one. Keep your cool. The last thing you want during a crisis is a reporter underfoot. But don't fight it. Your demeanor will be part of the story that shapes public attitudes about you and your business.