There are hundreds of situations that can place an e-business in front of the camera. Use common sense to define the real problem. In short, get to the facts and strip away the emotion surrounding the issue. If customers have gotten wind of a privacy breach and it appears you may have inadvertently caused it, don't wait for the media to call for a comment. If a system failure shuts down your business and customers are inconvenienced, come clean about the situation and discuss it with your clients before it escalates into a media event.
News is a daily business, and time is of the essence.
Return reporters' calls. Don't think a situation can be improved by waiting several hours or several days. Return the call promptly, even if it's just to say that information is being gathered and questions will be answered after the problem can be researched. Tell the reporter when he will receive a response. Then call back as promised.