Often the PR professional is placed into a position of trust and help by the circumstances of the day. When little Danielle van Dam was kidnapped in North San Diego County a few years ago, a local professional volunteered to take on the myriad PR chores associated with the case--at no charge. This lady, herself a mother of a special needs child, made sure the media from around the world had the news they needed to report, without bothering the family who could then be with their grief. She provided progress reports on the search, coordinated the volunteer search teams, and gave up much of her own life to help out another grieving mother.
At the appropriate time, she counseled the family on how best to meet with the media, and how to handle the endless chore of grieving and commenting at the same time.