The Malaysian government and Malaysia Airlines definitely did not present a global model for PR or crisis management in their actions after the disappearance of MH-370.
Still, many aspects of this crisis have been incorrectly attributed to Malaysia -- and are in fact entirely typical of airline disasters.
This becomes clear when you look at the similarities of this incident to the
2009 crash of Air France 447, another plane that vanished out over the ocean off radar without issuing any radio distress call.
ATC slow to react and report: AF 447 leaves Brazil ATC June 1 at 1:33am GMT, due in Senegal ATC 2:20am. Nothing. Senegal ATC doesn't react and attempt to reach AF 447 until 4am.
Airline slow to react: Air France does not confirm AF 447 missing until 10:36AM GMT, over 8 hours after it failed to arrive in Senegal ATC zone.
Government and airline announce loss of plane, no survivors BEFORE ANY debris recovered: By the evening of June 1, the day of the crash, French cabinet ministers, the French President, and Air France had each stated publicly AF 447 had crashed with no survivors. At the time, there was no radar track, no debris, and no proof of where the plane had gone.
Lengthy delay before any plane debris recovered: It took
5 days for searchers to find the first debris from AF 447 (June 6). This is a plane that (it was later learned) flew off course only for its final
4 minutes of flight. It SHOULD take longer to find MH-370, which flew off course for
at least 7.5 hours, 6.5 of them off any radar.
Extremely lengthy delay to find black boxes, identify crash cause: It took 2 years to find and recover the black boxes of AF 447. Until they were reviewed, the cause of the crash was a mystery.
In the case of AF-447 (as the excellent
Air Crash Investigation documentary video of the accident shows below), it turned out that, as is often the case in air disasters, a chain of multiple errors caused the disaster (a pilot's incorrect reaction to a sensor failure led to a sudden cascade of mushrooming problems). The cause of MH-370's disappearance will likewise probably be a mystery for some time.
AF-447 documentary:
Air Crash Investigation S12E13 Air France Flight 447 Crash. - YouTube