When is the best time to boost your company’s marketing and communications?

A) When you’re flat tack and looking to grow.

B) When the work is flowing well and there is no real pressure.

C) When your two best clients are shutting up shop, your three worst ones won’t pay their bills and your bank manager is getting the jitters.

The best way to answer this is to think about what would happen if you did irreparable damage to your reputation through your actions or poor public relations.

Picture this. You're at a networking function, when someone introduces you to your dream client. The client flashes you a big smile, pats the enormous wallet in their backpocket, and says "so tell me about your company?"

By the time they are 20, any social media aware teenager will have practiced one of the most important aspects of Public Relations thousands of times.

Coming back to work early, isn't all doom and gloom, as Michele's been finding out. Read her blog about giving yourself time to explore new things and think creatively.

This morning's 7.5-magnitude earthquake and the strong aftershocks that followed were a good reminder about how important communication is in a crisis.