A 20th business anniversary is worth celebrating, but isn’t necessarily headline news.
So when a client- an professional org for executive women – said they wanted media coverage of their 20th anniversary, I dug deeper.
After some discussion, we realized there was a bigger story to tell. In fact, results of a recent proprietary survey indicated noteworthy shifts in the number of 2nd stage companies owned by women.
I wrote a media pitch and placed an op-ed in Crain’s New York Business, a story in Forbes as well as individual biz owner/member profiles in Biz Journals in key US markets. The anniversary wasn’t the headline, but an element of each story.
Here’s my best advice for publicizing an anniversary:
Time the celebration around another news story – a diversity & inclusion initiative, eco-conscious sourcing/production; Made in the USA production, employee recruitment, tech innovation
Plan a survey, perhaps with a research partner, on a topic related to any of the above to show a trend
Ask your CEO to provide a fresh perspective in an Op Ed on a particular topic – this is prime content for an industry trade, regional or national business outlet
How will you share your 2021 business news?
