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!

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7 Responses to “Business Wire Press Release Case Study”

  1. Todd Colbeck Says:

    Wow! That is amazing. I think I have got to get my eye back on doing more press releases. TC

  2. From Press Release to Dr. Phil Show Says:

    [...] Business Wire Press Release Case Study (newspapergrl.com) [...]

  3. Mike Says:

    Awesome tips! Thanks very much.

  4. julie Says:

    I agree with Todd. You’ve inspired me to write more press releases. Thanks for the article.

  5. Online PR Says:

    I just found a PRWeb press release about Pinterest and video. Noticed the company was in the same state as I am (Utah). Called them. Wrote a post that I still need to put up. Then I let the local news know about it. We were both on TV the next day! He told me how successful his press releases have been. He even got a call from Walgreens to consider carrying his product. It’s a consumer product which is a bit easier sometimes than business services or products. Still most companies have more news than they realize and should let people know about it!

  6. Online PR Says:

    Todd, good to see your name again – thanks for commenting!
    -Janet

  7. Killer Press Releases: Examples from a Discount Ticket Broker Says:

    [...] The tactics she uses are similar to the examples of killer press releases in my book, I Need a Killer Press Release, Now What?? If I were to update it, Queen Bee would be an ideal press release case study. [...]