I’ve had some strong results with Business Wire recently that highlight how capitalizing on trends is so effective. In both examples (next one coming soon) it was taking something that was already being talked about and piggybacked on it by sending out a press release while the issue is still hot.

Here is one of the press release case studies from OrangeSoda

Here’s the background story. A competitor in the local search space ReachLocal had just gone public. This is big news in the industry. OrangeSoda wrote a series of blog posts about ReachLocal’s IPO. It’s also a hot topic because Google had also shown interest in the industry. As the post states Google  reportedly offered “over $500 million for Yelp” and “a decent volume of smaller acquisitions and investments by consolidators like Deluxe, AOL, IAC, and YPG/Canpages.”

Right during all of this OrangeSoda sent out a press release on Business Wire about a new product release. It mentioned another fact that was big news – that OrangeSoda is now partnering to bring SEO services to local newspaper advertisers. That alone was a big story and got coverage in some blogs like Search Engine Strategies.

Now for the results (incredible)

Used with permission, here are the results:

  • Over 200 sites and publications picked up the release so far
  • Over 20,911 headline views and 1,533 full views.
  • There have also been 84 links.
  • 125 Tweets mentioning OrangeSoda and the press release (from both the Business Wire web site and bit.ly). This is how I found out about the story even though I work there.
  • 40%  increased traffic to orangesoda.com (as of Thursday after the release).
  • 166%  increased traffic to our blog (as of Thursday).

They continue to see increased traffic because of the press release.

Lessons Learned:

For maximum exposure time your news around what’s happening in your industry right now.

Write your press release in conversational or easy-to-understand terms. I didn’t write it but that’s the way I like press releases to read – like a story – not full of PR jargon.

You can get incredible results in terms of traffic, social mentions and links to your web site with a well-timed press release.

Online PR Book and Next Case Study

I spend an entire chapter talking about the importance of capitalizing on trends in my book, I Need a Killer Press Release, Now What??? and show you what tools I use to find trends in my Online PR Book. I also go over promoting your news online through social networks.

OrangeSoda really demonstrated how this works. In my next post I’ll talk about one of my clients who got some great print media and TV exposure for her book with a single press release. She had never sent a press release before but when the topic of adoption hit the news, she knew she needed to.

Thank you for sharing!