Let’s face it—traditional press releases aren’t exactly thrilling. Most feel like corporate fluff, packed with self-congratulations that no one really wants to read. But what if you could create a press strategy that not only gets attention but earns high-authority backlinks from major publications? That’s exactly what we did, and it worked faster than we ever expected—one newspaper published our story with a DR90+ backlink in just one hour.
Here’s what happened, why it worked, and how you can replicate the results step-by-step.
The Case Study: Turning a Trending Story into Backlinks
It all started when a Belgian soccer news site reached out to us for help with link building. Around the same time, a popular Belgian soccer team was making headlines for all the wrong reasons—fans were furious over the club’s poor performance. To make matters worse, one of the team’s best players had left, and fans were loudly calling for his return.
The story had all the ingredients of a viral moment: frustration, loyalty, and a bit of drama. We realized this was the perfect opportunity to tap into the existing buzz and generate coverage for our client. So, we put together a press release about fans demanding the return of the player—and, of course, included a link to our client’s website where the story was being covered in more detail.
We then promoted the story using our other link building strategies, including a viral Change.org petition. The petition quickly gained traction, attracting thousands of signatures and fueling the buzz around the story even further. This extra push helped solidify the story’s relevance and made it even more appealing to journalists.
Once the story had gained enough momentum, it was time to take the next step in our press strategy. We reached out to the biggest newspapers in Belgium with a press release tailored to the moment. With the groundwork already laid, the story was too good for journalists to ignore.
Next, we identified the five biggest newspapers in Belgium and sent the press release directly to their editors. Within an hour, one of them published the story with a backlink. Not just any backlink either—this one came from a domain with a DR (Domain Rating) of 90+.
How You Can Implement This Press Strategy
As you can see, connecting your brand to trending topics will help you create emotionally engaging press releases that feel newsworthy. Interesting content that can help you gain traction, get links, and just overall make waves.
Still, while this press strategy is great, there are important steps you need to take. And serious pitfalls you should avoid. Here's how I suggest you go about implementing this method.
Step 1: Find a Story That’s Already Gaining Traction
Start by looking for stories that are already gaining momentum. The best stories trigger strong emotional reactions — whether it’s anger, excitement, or surprise. Viral PR campaigns often focus on topics that people care deeply about.
Here are some examples to get you thinking:
- A TV show that was unexpectedly canceled, causing an outcry.
- A celebrity doing or saying something controversial.
- Sports fans rallying behind or against a player or team.
These topics are prime candidates for going viral because they already have built-in interest and emotion. You’re not creating the story—you’re amplifying it.
Step 2: Connect the Story to Your Brand (Naturally)
Once you’ve identified a trending story, the next step is connecting it to your brand or client in a way that feels relevant and natural. This part is critical—the connection needs to make sense. Otherwise, it could come across as opportunistic or tone-deaf.
In our case, the connection was clear. Fans were upset about a soccer player leaving their team, and our client’s website was already covering the story. That made it easy to create a press release that added value while also directing traffic to our client’s site.
Step 3: Write a Press Release That Feels Like News (Not an Ad)
Most press releases fail because they read like ads. Journalists aren’t looking to promote your brand—they’re looking for stories that will interest their audience. Your press release needs to feel like a genuine piece of news.
Here’s how to write a press release that works:
- Focus on the story, not the brand. Lead with the most interesting, emotional, or surprising part of the story.
- Keep it concise. Journalists are busy, so get straight to the point.
- Add a hook. What makes this story worth covering? Is there an unusual angle, a surprising statistic, or a strong emotional element?
- Include a natural link. Make sure the link to your site fits naturally within the press release. It should add value to the story, not feel forced.
For example, if you’re covering a petition fans started to bring a player back, you might write:
“Thousands of fans have signed a petition calling for [Player’s Name] to return to [Team Name]. The movement gained traction this week after the team’s recent string of losses, as this article on [Client’s Website] shows.”
Step 4: Target the Right Journalists and Publications
Sending your press release to the right people is just as important as writing it. Focus on publications and journalists who have already shown interest in similar stories. Look for:
- Local or national news outlets that are covering the topic.
- Journalists who specialize in sports, entertainment, or viral trends (depending on the story).
Keep your outreach short and professional. Journalists don’t have time for long emails, so make your pitch clear and direct. Something like this:
“Hi [Journalist’s Name],
Fans of [Team Name] have started a petition demanding the return of [Player’s Name]. The story is gaining momentum, with thousands of fans already signing on. I’ve attached a press release with more details, including coverage on [Client’s Website].
Let me know if you’d like additional information.
Best, [Your Name]”
If all goes well, you'll see your story appear in different news publications. Sometimes in a matter of hours. Like this example, which wasn't from one of the journalists we contacted:
Step 5: Be Ready to Promote It Quickly
Timing is everything with this strategy. Viral stories move fast, so you need to be ready to act quickly. Once your press release is out, promote it wherever you can:
- Share the story on social media.
- Reach out to influencers or other journalists who might pick it up.
- Monitor the coverage and engage with anyone who shares or comments on it.
The faster you can amplify the story, the better chance it has of spreading further and earning even more backlinks.
The Risks of this Press Strategy
While this strategy can deliver impressive results, it’s not without risks. Stirring up drama just for the sake of backlinks is never a good idea. You need to be careful about the stories you choose to amplify and ensure they align with your brand’s values.
Ask yourself:
- Does this story reflect positively on our brand?
- Is the association worth the potential risks?
- Are we adding value, or just trying to ride the wave of controversy?
This approach works best when you’re already an established and trusted brand. Journalists are more likely to cover your press release if they know your brand is credible and reliable.
Remember: controversy isn't always bad. Brands like Wendy’s, dbrand, and Cards Against Humanity have built a reputation by being controversial and edgy in a funny way.
The goal isn't to avoid risks at all costs, it's to match the risk to the needs of the brand and your client's risk tolerance.
The Takeaway
Jumping on trends, crafting creative press releases, and doing strategic outreach can deliver game-changing results. In our case, it earned us a DR90+ backlink in just one hour. With the right story, the right approach, and a bit of speed, you can do the same.
Keep your eyes open for viral moments, connect them to your brand naturally, and deliver press releases that feel like real news. If you get it right, you’ll not only score backlinks but also put your brand at the center of the conversation.
