I use an online backup service called Mozy. Every once in a while, my files are automatically backed up and I don't ever have to think of it. This service was incredibly helpful when I upgraded to a new laptop and had to migrate tons of files.
What does this have to do with PR?
As a Mozy customer, I get the company newsletter, the most recent featured a piece about USAir flight 1549 that landed in the Hudson Rover. The newsletter briefly told the story of two passengers on the flight, one of whom backed up to thumb drives and the other to Mozy.
Both men had been backing up regularly. The difference is Jorgenson backed up online with Mozy, and Wiley backed up his two computers to thumb drives. Jorgensen retrieved his data back from Mozy, but Wiley lost 250 GB of his employer's information. The stories were detailed in USA Today and ComputerWorld.
Knowing how - and when - to tell your story is even more important than actually having a story to tell. Kudos to Mozy on doing it well.