What’s In A Number? A Lot Of Return If The Anniversary Is Celebrated Right

Last night, millions of Americans tuned in to the 75th
anniversary of the Academy Awards. Celebrity being the current
opiate of the masses, "Oscar's" birthday bash has a big red circle
around it on the media's collective calendar, with coverage planned
weeks if not months in advance among print, broadcast and Web
outlets. But what about companies that have a big anniversary they
want to promote with the media but don't have the luxury of Halle
Berry and Harrison Ford as invited guests? The media often relate
to corporate milestones like paper, silver and golden
anniversaries. Yet it's harder for firms to get the media to pay
attention when the anniversary number doesn't fit into a neat
little package.