The Power of Press Releases: A Case Study

Wondering if press releases can be used to actually build your business? Check out this case study from eReleases on how their client used a single press release to create the Dining Bonds movement worldwide.

Case Study: The Power of a Press Release

In the midst of the COVID-19 pandemic, a single press release catalyzed a movement that spread from a handful of New York restaurants to nearly 500 eateries across the globe. This case study, presented by Mickie Kennedy from eReleases, demonstrates the extraordinary impact a well-crafted press release can have on business growth and industry support.

The Dining Bonds Initiative: A Local Idea Goes Global

The Dining Bonds Initiative, launched through the website support-restaurants.org, began as a small-scale effort to help restaurants in the New York metro area. Within just over a month, it exploded into an international campaign, with participants spanning from the United States to Europe, Africa, and even Malaysia. Key growth statistics:

• Initial launch: A handful of restaurants in the New York metro area
• After one month: Nearly 500 restaurants worldwide
• North America: 394 participating restaurants
• Europe and beyond: 86 participating restaurants, including a significant presence in Italy

About Dining Bonds, LLC

Helen Patrikis, Steven Hall, and Alan Aurmont established Dining Bonds, LLC as a global initiative to address the impact of the coronavirus COVID-19 on the restaurant community.

A Dining Bond works similar to a savings bond, where a customer can purchase a bond at a lower rate than face value to be used at a future date. For example, you could buy a $100 gift certificate to be used at a future point in time for just $80. This initiative provided funds directly to restaurants at a time when most were temporarily closed, allowing them to pay for ongoing expenses as well as help staff. The initiative gave customers the opportunity to support local small businesses.

The Challenge

This newly formed initiative knew that timing was everything. Unlike a startup that may take 12-18 months to grow, this initiative had to scale and grow quickly in order to do the most good. Helen Patrikis, a PR professional herself, knew that a press release was the ideal mechanism to get the word out.

The Results

Dining Bonds, LLC used eReleases’ press release distribution to issue its press release over the newswire.

When it launched the initiative represented just a handful of restaurants, mostly in the New York metro area. At the height of the pandemic, there were more than 500 participating restaurants across the US and abroad, including Italy, Australia, Canada, United Kingdom and more.

Media Coverage Results: From Local to International

The press release’s impact was evident in the extensive media coverage it garnered:

1. Local Publications: The Independent in East Hampton featured the initiative in a piece about creative local business support during the coronavirus crisis.
2. National Outlets:
   • Robb Report listed Dining Bonds as the number one way to donate money during the coronavirus pandemic.
   • LA Magazine dedicated an entire article to the Dining Bonds concept.
   • Wall Street Journal and Financial Times covered the initiative, drawing parallels to historical war bonds.
3. Industry-Specific Media:
   • Food and wine publications like Vine Pair not only wrote articles but also discussed the initiative in podcasts.
   • James Beard Foundation and Wine & Spirits Magazine included Dining Bonds in their resource lists.
4. International Coverage:
   • Media outlets in Italy, Germany, Brazil, and Japan picked up the story, further amplifying its reach.
5. Finance Sector:
   • Bloomberg and American Banker covered the initiative, exploring its financial implications for the restaurant industry.

Pickup has exceeded more than 100 media outlets. Here are a few examples:

Wall Street Journal Bloomberg		CNN Interactive		Harvard Business Review Fox Business
Reuters		Forbes		LAist
Robb Report TASTE Memphis Flyer		Fodors Wine & Spirits Magazine		James Beard Foundation

Full length discussion below (more pickup links reviewed – such as Wall Street Journal, Financial Times etc.)

The Ripple Effect

The Dining Bonds Initiative inspired similar programs globally:

• An Alberta, Canada initiative launched a few weeks after Dining Bonds.
• An Italian program directly cited Dining Bonds as its inspiration.

Keys to Success

1. Newsworthiness: The initiative borrowed a familiar concept (war bonds) and applied it to a current crisis.
2. Simplicity: The idea was easy to understand, similar to discounted gift cards.
3. Positive Impact: During a time of uncertainty, the media was receptive to positive stories making a difference.
4. Scalability: What started locally quickly expanded nationally and internationally.
5. Collaboration: The initiative’s success relied on people working together towards a common goal.

Lessons for Effective Press Releases

1. Be Positive: In times of crisis, focus on solutions and support.
2. Act Locally, Think Globally: Start with a targeted approach but be open to expansion.
3. Be Nimble and Responsive: Adapt quickly to changing circumstances and opportunities.
4. Be Creative: Find unique angles that capture media attention.
5. Collaborate: Work with others to amplify your message and impact.

Harness the Power of Press Releases with eReleases

As demonstrated by the Dining Bonds Initiative, a single press release can spark a movement and generate widespread media coverage. At eReleases, we specialize in helping you crafting and distributing press releases that get noticed.

Why Choose eReleases for Your Press Release Distribution

When it comes to getting your news out to the world, eReleases offers distinct advantages that can make a significant difference in your press release’s impact and reach:

1. Exclusive National Newswire Distribution: Every press release distributed by eReleases is sent out over Cision PR Newswire’s national feed, the leading newswire for press releases. This partnership allows your release to be distributed alongside those from major corporations, lending credibility to your news. This broad distribution significantly increases the chances of your story being picked up by journalists and industry influencers.
2. Targeted Outreach Through an Extensive Distribution Network: Unlike mass distribution services, eReleases focuses on getting your news in front of the right eyes. We have established relationships with 1.7 million journalists across various industries, allowing us to send targeted distribution to the relevant media outlets and reporters most likely to cover your story.
3. Professional Editing and Formatting: Our team of experienced editors reviews every press release to ensure it meets industry standards and maximizes its impact. We format your release to be easily readable by both humans and search engines, increasing its chances of being noticed and shared.
4. Detailed Reporting and Analytics: We provide reports on your press release’s performance, including where it was picked up. These insights help you measure the ROI of your PR efforts and refine your strategy for future releases.
5. Expert Guidance: Our team doesn’t just distribute your release; we offer expert advice on timing, content, and strategy to maximize your press release’s effectiveness. With years of experience in the industry, we can help you craft a story that resonates with your target audience.
6. Cost-Effective Solution: Compared to hiring a full-service PR firm, building your own press release distribution list, or building an in-house PR team, eReleases offers a cost-effective way to get your news in front of a large, relevant audience.
7. Proven Track Record: As demonstrated by the Dining Bonds Initiative case study, eReleases has a history of helping clients achieve significant media coverage and business growth through strategic press release distribution.

By choosing eReleases, you’re not just sending out a press release; you’re partnering with a team dedicated to helping your news make a real impact. Whether you’re a startup looking to make your first big announcement or an established company launching a new product, eReleases has the tools, expertise, and network to help your story reach its full potential.

Don’t let your news get lost in the noise. Let eReleases amplify your message and help you achieve the kind of success seen in the Dining Bonds Initiative. Contact us today to learn how we can elevate your press release strategy and drive meaningful results for your business.