No one needs to be paid. The CEO or the owners should be the ones providing the updates and reassure everyone they are doing everything they can to overcome the situation. If it comes to hiring PR firms, then it means things are dire.
Cryptopia is a Limited liability company. (LLC) It has no "owners". It has shareholders and a director.
The shareholders don't run the company or have any say in the management of the company.
If you buy shares in Microsoft can you speak on their behalf ?
So someone will be paid for PR if there is PR.