Public relations strategies make the brand capitalize on the opportunities. Google was in the news for donating to Ebola. Facebook promoted LGBTQ rights. Coca-Cola did a PR stunt against obesity. These opportunities even attract many influencers to share the brand story to their followers.
As a brand you should make the efforts to capitalize these opportunities. The brand should be seen to be taking a stand. When the product is associated with the cause, it will be se