An article in The Guardian published in that month quoted Seymour on the subject of corporate public relations and the Asian tsunami disaster. According to the article, Seymour said: "There are two keys things here. Firstly, companies have to be very sensitive to the situation, victims, families and countries involved in how they talk about it and consider explaining what they are doing to help. Crowing about it is inappropriate... Secondly, how companies manage [their aid efforts] with their employees is very important. All employees want to help and companies need to talk about and explain how to best channel their energies, whether it is money or help in kind." 
- Julia Day, "Has corporate PR learned the lessons of 9/11?", The Guardian, January 5, 2005. Article discussing corporate PR and the Asian tsunami disaster.