When I discovered my client with the 30th anniversary had no plans to publicize, I held them hostage until they agreed to let me do it for them. We pulled in combination an up-to-date media kit, with an announcement at its center. We covered a collection of historic photos from their early days, as well as up to date, modern representations in their offerings. They provided us a list of trade courses they wanted to focus on, and we provided the local media contacts, plus distribution. We also wrote a personalized version of the press liberate for one specific media outlet that requested a complete piece, which they published in its entirety.