Establishing an public relations program on behalf of a business or industry, or a professional group, involves a series of steps that, although subject to some variation in differing situations, generally will include. Public relations activity has seven steps:  

PRINT MEDIA Most of the efforts chapters make in public relations are through forms of print media, primarily newspapers. These are usually the most visible outlets on college campuses, especially school newspapers, and in the local community.

They are mostly inexplicable & because of external factors- like rumors  & negative competitive propaganda. The way to handle this kind of crisis is to establish direct contact with your publics & explain the facts. Silence or the “no comment”…