They can't possibly contain it - the cat's out of the bag.
The Cat is out of their bag, and the internet conservatives were hours if not days of ahead of the first damage control meeting and puny PR attempts by Rooters, AP and the NY Slimes.
A friend of our sons used to handle damage control for some major organizations. She is finding a new profession because of the internet. By the time she was called in to weave her PR magic, the world knew about the problem, thanks to the internet.