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Mark Hopkins at Mashable compares some recent new media PR crisis' and how different brands (Myspace, Digg and Target) responded. We're guessing you can figure out who fared better:

What is really going to separate the men from the boys, so to speak, is how companies react, and how engaged the brains company of spokespersons are when it comes to filtering what is a potential incident, and what is simply link-bait.

I think we can all agree that Target has an intensely stupid position. While the issue may be minor, it still warrants comment, or at least a "we'll get back to you," not a "you're a second class journalist, and we don't take kindly to your type around here" response.

The potential incident vs. link-bait point is key in this discussion. As PR pros, it is our job to be able to think on the fly and match a proper response to the particular issue at hand.