One really good way to use PR is to join in on a crises recovery. The best crises recovery to join is one that your community is involved in. he reason for this is because your community will have more interest in what your company does if they see your name is helping with crises recovery that your community is involved in. This will help them see that you company does care about the community and that you are willing to help if there is ever any crises. This will also help you to get your name out there because there are usually local newspapers and news teams will be covering the crises recovery efforts and usually they will do stories on some of the companies that are pitching in and donating their time. This is a great opportunity for you and your company. You can even make t-shirts or something like that for the volunteers that are helping with the crises recovery which will get your company even more publicity.