What does the word 'urgent' mean to you? And what action does it make you take when you hear it? Now urgent to me means that the situation is important enough to require immediate attention; straight-away, no mucking about, decision made, let’s get on with it. Even the online Compact Oxford English Dictionary defines the word as:
urgent adjective 1) requiring immediate action or attention 2) earnest and insistent
Pretty clear really isn't it? Apparently not...