If ever a situation called for a good crisis management strategy, it's the unfortunate situation involving the missing Malaysian Airlines 777 aircraft 'somewhere in Asia'.
Every day since news of the disappearance of the 239 passengers and crew broke, there's been a press conference featuring the official version of what's now turned into an international search.
Along with the government's and airline's version of what may have happened, there has also been intense speculation on terrestrial TV and radio and on social networks.
The sad truth is that, unless there's concrete physical evidence, the chatter will lead to red herrings, false hope, confusion and distress for the loved ones of the passengers and crew.
It has to be said that no government or corporation, no matter how sophisticated their public relations and news management set-up is, could be 100% confident of being able to effectively handle what the Malaysian government and airline company are currently dealing with.
There are too many variables at play, not least the concerns of the family and friends of the passengers and crew of Flight MH370.
I'm sure that, along with my own heartfelt wishes, the thoughts of all readers of this blog go out to them.
Today's infographic is courtesy of the folks at Agnes+Day.
Thoughts on customer service, communication and, of course, reputation management.