Whilst I believe that this as you present it, I think you guys need to work on your marketing somewhat. Basically, the narrative of a spontaneous act of goodwill that just happens to be enabled by your service is at odds with the significant knowledge of the story and the posed photos.
The possibly fairly detailed job descriptions apparently go through the company and are then assigned to the person doing the job, so it seems fairly plausible that someon at dispatch went "oh, that could be a good PR opportunity" and asked for more details.
