Hudson Technologies ( HDSN) hired public relations firm Coltrin & Associates. Hudson, a Pearl River, N.Y., refrigerant services company that offers the ChillSmart predictive maintenance service, said it hired the New York-based strategic communications firm to educate people about the many facets of the cooling industry and the value of preventive maintenance. "The cooling industry is still overwhelmingly a reactive industry, meaning that the vast majority of large comfort and process cooling systems receive attention only when these systems fail," said CEO Kevin Zugibe. "By focusing primarily on reactive maintenance, the industry has overlooked the significant energy savings and efficiency gains, as well as the reduced life cycle costs, that predictive and preventative maintenance can achieve." Early Thursday, shares of Hudson were flat at $2.36.