A centennial event is a once-in-a-lifetime occurrence. Reporters tap their Rolodexes and databases of contacts to get insightful commentary marking the occasion.
With a press release announcing two art and photography exhibitions in conjunction with the centennial of the Queensboro Bridge, Judith Berdy, co-author of a book on the bridge, was positioned as an expert. She explained the significance of the bridge connecting the farmlands of Queens to the growing metropolis of Manhattan in 1909 to a reporter.
The resulting article in The New York Daily News generated exhibition attendance above expectations.