Using Anniversaries

A recent edition of the Improper Bostonian magazine featured a cover showing 49 previous covers designed to celebrate the mag’s 15^th anniversary. Inside there were quotes, pictures and features designed to remind readers of all the fabulous things the Improper has published since 1991. It even compared how many Dunkin’ Donuts stores there were 15 years ago compared to now.

Anniversaries are among the best ways to generate publicity. They offer a chance to be the story; to self congratulate and self promote. You don’t have to be a household name to seize these opportunities.

Any business or non-profit organization can take advantage of an anniversary to remind the media that they exist and highlight their accomplishments. From a reporter’s perspective, the anniversary is a natural hook into a story. It’s a reason to interview the CEO or Director, profile an interesting employee or examine the industry you’re in.

If you’re going to try and pitch your anniversary to the press for a feature story don’t expect the event will be enough to get the reporters calling you. Like all story pitches you’ve got to identify what it is about you that will be of interest to a mass audience. Does the anniversary coincide with your best revenue year to date? Does it show your staying power in a chaotic industry? Is it an opportunity to connect with an emerging trend or pop-culture phenomenon?