A crisis never remains static. Events take on a life of there own. Intense scrutiny from the outside. Everyone from shareholders to consumer advocates wants to examine the inner workings of a web site or organization that allowed this event to occur. However, the best course never is to stick one's head in the sand.
Events are out of control.
This isn't our fault. Short term focus. The goal becomes ending the crisis instead of maintaining the company's long-term interests. Communicate proactively, not reactively 3. You can't communicate your way out of a crisis.