On March 26, Footnote.com released an interactive version of the Vietnam Veteran’s Memorial. As a way to drive more interest for the story, Footnote choose to make the announcement on a day that already held important significance – March 26 was groundbreaking date of the actual Vietnam Memorial Wall in Washington D.C.

Interestingly enough, “…the day of the launch was also the 26th anniversary of the groundbreaking for construction of the memorial, more commonly known as "the Wall.'" — ComputerWorld

Making the announcement on that date didn't guarantee coverage or publicity; however, it provided a news angle that was easily relatable and could be used as launch point for other stories. It also provided an excellent platform for a unique pitch.

While it's not always appropriate, using dates and anniversaries is a great way to make your pitch or story more relatable to a specific audience.

Once you've begun a public relations initiative, it is important to maintain a steady flow of news. Communicatively speaking, nothing could be more detrimental to your business than to go quiet.

Regardless of extreme optimisms, human nature tends to gravitate toward the negative; and when your company stops making noise, the media began to wonder what is going on behind the closed doors. Or worse… they forget about you.

This is why it is imperative to continue sending out regular press releases, and conducting outreach. If you feel that there is little or no news to share, take a look back at where you've been and what has been completed. Is there something you could share about the growth your company has experienced? Is there an anniversary coming up? How do you compare with where you were last year this time?

Be creative about the news you share. You may not get the intended coverage as with the launch of a new product; however, simply continuing the conversation helps the media know they are working with a company that is more than just a “flash in the pan."

Don Osmond

Senior Associate