There are times when any media outlet needs to make tough decisions about the content it runs and the implications of those decisions.
Sometimes such decisions can lead to accusations of hidden agendas, bias or sensationalism, and they will rarely receive universal acclaim or approval.
But I can tell you from personal experience that, for responsible media organisations, they are never lightly made and are reached after rigorous discussion and consideration of all those involved.
Over the past week, we have seen this process in action with the decision by most international news organisations to publish the shocking photographs of the body of three-year-old refugee Alan Kurdi washed up on a Turkish beach.
And we have also seen how that decision has helped drive a shift in public opinion and action.
As is so often the case when people are in need overseas, the travel industry is doing its bit, with a range of firms adding to the ongoing efforts of regional specialists such as Sunvil.
This mirrors a pattern we have seen often, most recently in the aftermath of the Dominica storm or the Nepal earthquake, when agents, operators and suppliers stepped up to help those in need.
The nature of our industry means there will rarely be a global crisis or incident which doesn’t have implications closer to home.
Sometimes it needs the shock provided by a news story or image to kick-start action. And as an industry that relies so heavily on the support of partners overseas, it is heartening that travel is always so willing to play its part.