The concept of urgent vs. important

Stephen Covey has an excellent discussion in his book "Seven habits of highly effective people".
There is a difference between urgency and importance. You have to handle urgent and important issues, and
you should not waste time in not urgent and not important stuff.
You should turn your attention away from urgent but not important stuff, so you have time to deal with not urgent but important stuff.

You can look up the book for details. It's a wonderful insight for time management.