Sometimes the best PR comes from a client deciding to do a very cool thing, and we get to tell the story.

We had that chance last week when Orchard Supply Hardware, a PRx client, moved quickly to keep its Pasadena-area stores open all night, to help those dealing with damage from local windstorms. We got the call late Thursday afternoon, Dec. 1. Could we notify the Los Angeles-area media ASAP? We were able to develop a comprehensive media list, draft the advisory and distribute it within the hour.  Minutes later, all-news radio station KNX-AM had our copy going out live, almost verbatim, followed by updates as they secured actualities with store personnel.

Throughout the night and into the next day, Los Angeles media visited the two OSH stores and shared stories of those who were able to find generators, batteries, water, chainsaws and other necessities. Orchard even trucked in extra inventory from their Northen California distribution center, and other LA-area OSH stores pitched in with stock from their shelves to meet the neighborhood's needs.

So here's another suggestion for defining PR -- "doing a good thing and letting the world know."