The Power of Press Releases for Small Businesses
As the founder of eReleases, I’ve had the privilege of helping countless startups and small businesses achieve success through the power of press releases. Over the past 25 years, I’ve witnessed firsthand how a well-crafted press release can generate media attention, boost credibility, and ultimately drive revenue growth.
In this article, I’ll share eight inspiring case studies of businesses that have thrived with earned media generated through press releases, just a fraction of the successes we see businesses achieve every month!
What is Earned Media?
Earned media is the free publicity a company gets from news stories, social media mentions, and word-of-mouth. It’s called “earned” because it comes from others talking about the company, not from paid ads.
Press releases play a big role in this, as they can catch the attention of journalists and media outlets, leading to news stories about the company. This type of media is powerful because people tend to trust news stories and recommendations more than advertisements.
When a press release leads to a news story, it can spread quickly, especially on social media, helping the company build trust and a strong reputation without spending money on ads.
The Value of Earned Media – Press Release Case Study #1:
The Dining Bond Initiative – Generating Over $10 Million in Revenue
During the pandemic, we worked on a press release for the Dining Bond Initiative, a short-lived program designed to help restaurants that were closed due to lockdowns. The initiative allowed people to nominate their favorite local restaurants and provide financial support through a “dining bond” arrangement.
We sent out a single press release, and the response was overwhelming.
The press release was picked up by over 150 publications, including major newspapers and food trade publications. The initiative generated over $10 million in revenue, providing a lifeline to struggling restaurants.
This case study demonstrates the incredible leverage that a press release can provide, especially when it resonates with people’s emotions and offers a timely, actionable solution.
Earned Media Case Study #2:
The Golfing Client – Turning a Misstep into a $400,000 Success
One of our clients, a golfing company, initially insisted on targeting their press release to the banking and business categories, believing that their potential customers were primarily bankers and businesspeople. However, this approach didn’t yield any results. When they resent the release to the golfing category, it was picked up by four golf publications, leading to over $400,000 in golf club sales.
This case study highlights the importance of targeting the right audience and publications. By focusing on the golfing niche, the company was able to reach its ideal customers and generate significant revenue with just two press releases.
Earned Media Example #3:
The Auto Repair Shop – Boosting SEO and Conversions with a Creative Angle
A local auto repair shop in Pennsylvania came to us looking for help with SEO for their new website. We suggested conducting a survey in their industry and partnering with a trade association to distribute it. The survey included a question asking about the strangest things clients had left in their cars while being repaired.
The press release featuring the survey results was picked up by over 10 automotive trade publications, the local newspaper, and several small newspapers across the US. By focusing on a creative, human-interest angle, the auto repair shop was able to generate valuable media coverage and backlinks, boosting their SEO and online visibility.
Press Release Success Story #4:
The New Jersey Carpet Company – Increasing Conversions by 177% with a Brag Book
A carpet company in New Jersey struggled to get PR until we identified their biggest competitor: big-box home improvement stores. We crafted a press release highlighting the challenges local carpet companies face when competing against these giants. The release was picked up by over a dozen floor trade publications, the local newspaper, and New Jersey magazine.
The company compiled these media mentions into a “brag book” that their sales team used during in-home consultations. By showcasing their industry recognition and credibility, the company increased their conversion rates by an impressive 177%, even when their prices were higher than competitors.
Earned Media Example #5:
The Celebrity-Inspired Rubber Ducks – From Small E-Commerce Site to National TV
Celebriducks, a small e-commerce website selling celebrity-inspired rubber ducks, came to us for help with press release distribution. Their unique product caught the attention of producers at The Tonight Show, and they were invited to appear on the program. This national TV exposure led to a surge in orders, generating tens of thousands of dollars in revenue within just a few weeks.
This case study illustrates how a press release featuring a quirky, attention-grabbing product can open doors to major media opportunities, even for small, niche businesses.
Press Release Sample #6:
The Innovative Logistics Solution – Leveraging Data to Highlight Industry Challenges
A client offering a novel logistics solution wanted to generate buzz around their product launch. To make their press release more impactful, we suggested incorporating industry data to highlight the challenges their target audience faced. By including statistics like “67% of companies in this industry fail within the first five years due to inadequate logistics solutions,” the press release painted a clear picture of the problem and positioned the client’s product as a game-changer.
The press release was picked up by several industry publications, generating valuable exposure and establishing the client as an innovator in their field.
Earned Media Success Story #7:
The Author’s Book – Reviving Interest and Boosting Sales a Year Later
An author came to us a year after their book’s release, hoping to revive interest and boost sales. We crafted a press release that tied the book’s themes to current events and industry trends, making it relevant and newsworthy. Despite the book being out for a year, the press release generated significant media interest, leading to increased sales and renewed buzz around the author’s work.
This case study demonstrates that it’s never too late to promote a product or service with a press release, as long as you can find a fresh, relevant angle.
Press Release Result #8:
The HR Consulting Firm – Establishing Thought Leadership with Surveys and Data
An HR consulting firm wanted to establish itself as a thought leader in the industry. We suggested conducting a survey on current workplace trends and challenges, such as remote work, employee engagement, and talent retention. The survey results provided valuable insights and data points that we incorporated into a press release.
The press release was picked up by several HR industry publications and blogs, positioning the consulting firm as an authority on workplace issues. The media coverage helped the firm attract new clients and cement its reputation as a go-to resource for HR professionals.
The Bottom Line: Press Releases Are a Powerful Tool for Small Businesses
From generating massive revenue boosts to establishing thought leadership, these case studies demonstrate the versatility and effectiveness of press releases for startups and small businesses across various industries.
By working with a trusted press release distribution service like eReleases, startups can leverage the power of media coverage to accelerate their growth and achieve their business goals.