The new BusinessWeek has a package of stories on crisis communications. Excerpt:

In an era of 24-hour TV and Web coverage, damage to a reputation can occur almost instantaneously. For years after a debacle takes place, it can remain etched in public memory thanks to poor crisis public relations, while a successful effort can make the scandal soon forgotten. When time is limited and every move by a corporation or an individual faces close scrutiny, crisis PR specialists come to the rescue to restore faith in a brand or name.

“You can’t hide anymore,” says Jonathan Bernstein, president of Southern California-based Bernstein Crisis Management and author of Keeping the Wolves at Bay: A Media Training Manual. “Now if a crisis occurs in Biloxi, Miss., or Musquaka, Iowa, if it appears in the local paper, it is an international situation instantly because of the Internet.”

Crisis management constitutes a growing niche of public relations, dedicated to mopping up the messes of household names while minimizing future brand or career impact.

The package also offers these dos and don’ts:

DO

Prepare for the worst: Plan ahead by assembling a crisis team of credible individuals you can trust. With a plan in place, if a crisis hits, you can spend crucial time implementing the plan rather than trying to figure out where to start.

Make sure you have the facts: Gather as much information about the situation as rapidly as possible. Investigate quickly to establish if the story is true.

Consider your key audience: Customers, clients, shareholders, and employees should hear the facts directly from you instead of a from third party. Make sure you communicate with them on a personal basis. Show those affected by the issue that you care.

Do the right thing: Put public interest ahead of the organization’s interest. Value people over property.

DON’T

Lie: Instead, communicate quickly, often, and clearly. While it may sound strange, the best-case scenario is when the company in crisis reports the bad news itself. This makes for a proactive strategy that prevents your business from falling into a weakened, defensive position.

Think it will disappear: Never try to minimize a serious problem in the hopes that no one will notice and your crisis will go away. Burying your head in the sand won’t do you any favors.

Assume you’re bulletproof: Your reputation alone won’t save you in a crisis. The court of public opinion is often harsher than the court of law.

Ignore the media: If you don’t supply the information, the press will look elsewhere and could get the information (perhaps inaccurately) from other sources. Answer their questions to the best of your ability.