In the PR world, it's called "Damage Control". From http://smallbusiness.chron.com/public-relations-damage-control-18306.html http://smallbusiness.chron.com/pub

In the PR world, it's called "Damage Control". From http://smallbusiness.chron.com/public-relations-damage-control-18306.html http://smallbusiness.chron.com/public-relations-damage-contr...: "While many duties of a public relations department involve building the reputation of the employer, with damage control it is primarily about minimizing the negative perception caused by a crisis-situation. A crisis is sometimes the result of an unexpected event. It might also be about something that the public relations department hoped to conceal from the public or hoped would not happen. Those involved in damage control are typically on call 24 hours a day, ready to minimize negative public perception."