Your company is turning 25 next year and needs some PR around the anniversary, but a momentum release doesn’t quite cut it. Without any concrete news timing with the anniversary, how else can you promote this milestone? Reaching out to editors close to the company and social media posts announcing the anniversary may seem like a given, but that’s just scratching the surface.
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Check out these four ways to further promote a company's anniversary.
1. Pitch a CEO profile
Put the focus on the leader that got the company to where it is now: the CEO. Why are they passionate about their field of work? What personal experiences led them down this path? Do they have a unique leadership style other CEOs can learn from? Any major company accomplishments under their leadership?
These are all differentiators you can use to make the CEO stand out. Take San Diego-based GreatCall, for instance, a connected health company that recently celebrated its 10th anniversary. David Inns, CEO, led the company to raise over $75 million in venture funding in its early years and more recently to acquisitions and partnerships with well-known companies like Lively and Lyft. This approach to outreach resulted in a CEO profile in Xconomy San Diego.
2. Article on industry changes and predictions
So, the client has been in the industry for two decades now. They’ve seen some things over the years. Use this company milestone as a chance to reflect on how the industry has evolved, what major events and advances have caused changes in the industry, and what the expert expects to see in the next one, five or 10 years.
These types of stories are common around the new year, but company anniversaries are the perfect chance to repurpose that commentary. Turn those points into a byline article for a trade publication, develop a blog post to drive website traffic, or pitch as a feature story.
For instance, Ofer Amitai, CEO of cyber security company Portnox, reflected on the growth of IoT and shared predictions on how this growth will create security risks in the new year with Information Age, timed with the company’s 10th anniversary.
3. Infographic on company history
Take a trip down memory lane, and use an infographic to show how the company has grown over time. Whether you’ve started with one product and evolved into a portfolio of products, or began with a small pool of beta users and now have customers worldwide, visual representation of growth catches the eye. Promote this infographic on social channels and share with editors as a supplement to their articles.
Take Airbnb, for example, whose infographic takes us through its evolution, starting at the very beginning when two San Francisco residents couldn’t afford their rent, through their rounds of funding.
4. Social promotion of company celebrations
With a company anniversary usually comes some internal celebrations. Whether it be a speech from the CEO, dinner, or party, use this as an opportunity to capture the company culture on social media. Encourage employees to tweet during the event: photos of people enjoying themselves, quotes from the speaker and shout-outs to the event planner.
This type of promotion should also be reflected on the company pages. Share photos on LinkedIn to give potential recruits a glimpse into what working at your company looks like, and show customers that they’re supporting a company that cares about their employees.
For example, PAN celebrated the one-year anniversary of the acquisition of Vantage PR with a video detailing the past year and a blog post detailing lessons learned from the acquisition. On top of this content, we had a celebration in each office equipped with champagne and Fitbits for all. We documented this celebration and shared pictures on our personal social platforms, making our outside networks aware of the party.
Like PAN’s celebration, these suggestions work for company milestones beyond just anniversaries.
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