Media silence
Keeping matters out of the media needs skill and confidence - but 90 % of media crisis work is about this. Talking it down, providing a different focus or a different angle and even threatening instant expensive legal action using someone good at this like Schillings solicitors, is part of preserving your reputation, products' sales and ability to carry on business.

Do not think that you can do this yourself. You do not have the experience. Get Nexus in to do Critical Issues and Crisis management it for you and feel better.