Bank, another thought comes to mind. Given the size of an organization like the Red Cross, the PR could also serve to inform many across that organization of our company's support of their relief efforts. Otherwise, they may never know of us because they're not involved with this particular area.
If there are future dealings with Red Cross, some of those executives might remember us in a positive light, and that could benefit the company in a positive way. You never know. For that reason alone, it was a good move releasing the PR, IMHO.