The Best PR Isn't PR At All
This is an example of the best kind of public relations: Mellow Mushroom Pizza did something really nice just because it was a really nice thing to do, and didn't publicize it. The recipient, a soldier deployed in Afghanistan, posted about it on social media and it has gone viral because it's such a fantastic story.
More companies should learn from this example. Customers notice when a business goes out of its way to be good to them, and in today's connected world it's really easy for them to tell their friends about it.
In a related note, after reading this story about a pizza company I'd never heard of I went to www.mellowmushroom.com
and discovered that they have a location right here in Austin and I'm planning on having some for dinner tonight. (They even have their own gluten-free crust so my wife can have some, too.) Unless, of course, they're so busy from the publicity that they run out of crust.