Very tragic stuff, I dont know all the details, but I dont think you can blame the company here, the press, reporters, and the good ol' rumor mill is to blame for the "release" of the false info, the fact that it took 3 hours to get the truth out will naturally make it even more frustrating for the families, but they (the company) probably wanted the facts straight the first time, and they probably have procedures for emergencies like this.
Like announcing "no we mean 3 dead..... no 5......... no 7 .......no 12" with half an hour between each probably wouldnt be much better.
Again, an important reminder not to speculate on the death toll in sitiuatons like this.