Alcoa Inc. is one example of a brilliant public relations strategy. When a pair of bald eagles built a nest near the top of one of the trees at the company's Davenport, Iowa plant, Alcoa seized the moment. They hoisted a camera into the tree and created a website featuring a live feed of the eagles in their nest. A couple of weeks ago, the two eagle eggs in the nest hatched.

Thousands of people are now tuning in daily to watch bald eagles bring fish that they snatch from the river to their nest to feed their eaglets. The company even gave names to the adult male and female eagles, "Liberty" and "Justice". The website features a daily blog that chronicles the lives of the eagle family as well. This presents a public image that the company is an advocate for the planet, and the goodwill PR comes at minimal costs.