I am reminded almost daily that we live in a world gone amok. Crisis Communication is rarely planed for, but often needed. To move the conversation / focus forward during a crisis, the group must specifically show regret, resolve to fix the situation, implement reforms and offer some form of restitution. No defensiveness, no claims of ignorance.
The take-away for me was that each panelists noted more than once that social media - Twitter and Facebook specifically - was their predominate method for sourcing stories. Email, fax and phone are dead for these national media professionals.
PR professionals have become so adept at dealing with less than optimal conditions that the C-suite has – for lack of a better phrase – taken PR for granted.