Companies grapple with this question every time there is a major news event. In the wake of Superstorm Sandy Beth did a blog post about how PR professionals should act. The headline there: keep it classy – and never capitalize on the tragedy.
I love what Col. Chris Hadfield is doing with social media in order to spark new interest in space programs. Particularly this AMA on Reddit. Doesn’t hurt that he shares some awesome photos of Earth from space, either!