For a bit of priceless PR, the stars were aligned for Mountain View-based GPS tracking software maker Covia Labs when an iPhone equipped with its software was ripped off on the streets of San Francisco.
Not only that, a PR agency was there to witness the whole thing.
Covia Labs CEO David Kahn was pitching the company's tracking software to Dave Fonkalsrud and Jordan Sturm, both with San Francisco-based K/F Communications. Kahn handed Sturm his iPhone and instructed her to walk around the block while her position was tracked on his laptop. Moments later, Sturm returned shaken and in tears because a man on a bike had just snatched the iPhone from her.
The thief was clueless that the phone was equipped with tracking software. The three called 911 and alerted police where the thief was located. He was caught a mile away.
Recognizing an opportunity, K/F Communications pitched the story to the media and it was picked up by local and national news.
You can't buy this kind of PR.