Does your organization have a Crisis Communications Plan? This is a great article on how to prepare for and react to emergencies in a way that will result in continued trust in your ability to deliver on your mission. The only thing i would add to it is to know your thresholds - at what "level" of emergency or crisis is what type of response "activated"? When I did Disaster PR for American Red Cross, we had very defined thresholds of crisis communication; we knew when each type of communication should happen. A crisis doesn't have to be as big as a natural disaster to activate your crisis communications response.