Crisis communications is the necessary evil used only when you absolutely have to use it. Unfortunately, when a crisis occurs, many companies go into panic mode and communicating with the press is the last thing they want to do.
Yet, it's the key to controlling the situation, and if it's not done, the media will become suspicious and look for answers elsewhere, usually to those people you don't want them to be contacting.
I've been the company spokesperson in times of crisis in a variety of situations. While the last thing in the world you want to do is speak to the media when your company is experiencing a layoff, product recall, or worse, you MUST be available when the press calls. And believe me, they will call.
That's why I completely agree with Jon Greer's assessment in his blog about the way that Treasury Secretary Henry Paulson has handled the recent financial crisis on Wall Street. He might not be your favorite person right now, but at least he's making himself available to the media to answer their questions.
You might not have a lot to say to the media, but by making yourself available, you're at least showing that you want to help them to communicate the most accurate information possible.
There's nothing worse than the media printing "no comment." It communicates evasiveness, promotes suspiciousness, and can't lead to anything positive.
If you don't speak to the media in the bad times, how do you expect them to listen to you in the good times?
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