They crave information and they want it now. Twenty-first century journalism is no longer the domain of newspapers, trade publications and television and radio stations. It's also about news portals, e-zines and online news agencies that demand an entire new way of approaching media relations. The Web does give journalists enormous amounts of information - and misinformation. The more content that is placed online, be it from a newsgroup, a research firm or through company press releases, the easier it is for them to collect information for their story.
Every crisis is different.
Indeed, should a crisis occur, in almost all instances it is better to release accurate information as fully and as quickly as possible. For corporate spokespeople, the answer does not require turning a bad situation into a good one. On the contrary, it requires the delivery of accurate information from primary sources. This could well increase the impact of a crisis on stakeholders, extending negative effects on the company's reputation indefinitely. If the media or others cannot get information from the company, they will find it from other sources or resort to rumour and speculation.