Photograph: AFP

It is always important for an organisation to be responsible to its stakeholders, particularly in the time of crisis, timeliness and accuracy of information are crucial.

In light of the recent MAS MH370 disappearance, it was said that the authorities could have been more proactive, particularly when the transfer to Vietnam’s Air Traffic Control failed and the eventual loss of contact two hours after the flight departed KL.

The act of being proactive is applicable in business dealings as well, and particularly in the PR industry. Pro activity in this context extends beyond the glamour and glory in securing press clippings and organising successful events for your client. The intangible element that isn’t highlighted in the job description (of a PR professional) involves forging a solid, trusting relationship with your client.