Being in PR you have to always know when it is a good opportunity to get yourself out there. You need to know when to reach out and make yourself bigger and better then you already are. This year Apple, NASA, and Kohl’s all did a great job showing everyone their environmental efforts, putting out an ad on Earth Day. They took advantage of a great opportunity and hopefully it will pay off well. This is a great example of PR professionals staying on top of things and helping their clients be even more successful.