Malaysia Airlines has taken the unprecedented step of posting videos on its website to explain the steps and measures it has taken to address the MH370 issue, as well as comforting families and next of kin of passengers.
MAS chief executive officer Ahmad Jauhari Yahya, in a video, said the disappearance of the aircraft was unprecedented. Therefore, it needed an unprecedented response.
"The search continues today (yesterday). It has been a difficult and trying period for the families of passengers and crew. Each hour that passes prolongs their anguish.
"As we have done since the beginning, our priority is to provide assistance to them and to support the search operation," he said in the two-minute video recording.
He said their care-giving to the families was done through MAS' familiy assistance centres here and in Beijing. It included financial, emotional, medical and psychological support.
"We will continue to support the families through our family support centres.
"Information is the central focus of our work and we are working around the clock to obtain it."
"We remain committed to provide the families with verified information."
MAS director of commercial, Dr Hugh Dunleavy, in a three-minute recording said he could not have been prouder of MAS' caregivers.
He said since the disappearance of flight MH370, their immediate action was to ensure that the family members and next of kin received the assistance and support they needed at their most trying time.
"I am impressed by the care and compassion of the caregivers, who basically buckled down, got to know their people and spent for the most part, 48 hours straight with the family members trying to provide assistance and support wherever they could."
Dunleavy, who led the team of caregivers here and in Beijing, said it was vital that MAS sent employees who were well trained in handling such situations as it required someone with a high level of compassion.
As the days went by, he said the caregivers had established a strong bond with the family members.