Working with a retail technology security company, I was tasked with “getting us noticed” as the CEO put it. Sales and marketing were already highly visible to current customers, so from my PR perch, I knew I needed to find a hook. Working with major national retailers, state legislators, the National Retail Federation, and local law enforcement our team began to create awareness around Organized Retail Crime or ORC in loss prevention terms. Working with a California State Senator, we introduced legislation that would enhance the penalties for people convicted of organized retail theft, which costs retailers $777,877 per $1 billion dollars in sales annually (2018). With stunning media coverage results, a series of ORC Crime Conferences events with national retailers, and a measurable increase in legislation (32 states now have ORC laws on the books) for this client, it turns out, sometimes, crime pays.