A while ago I penned a white paper entitled "Why some companies turn a crisis into a PR disaster .... and how not to be one of them" based on then recent cases such as Toyota.
The main point was that such disasters typically don't come out of the blue and the effective PR tactics for handling them are well known.
Yet experienced and competent CEOs and their management teams had been able to create a PR disaster of far greater magnitude through inept handling of the communications issues.
I revisited the paper in the light of the recent sad case involving Thomas Cook and its handling of the publicity around the recent inquest into the deaths of two children while holidaying in Corfu a few years ago. I won't be changing the white paper as Thomas Cook also exhibited all the wrong-headed management thinking it warns against.