Traffic and business poured in. I wouldn't be surprised if investors started knocking on their doors - wanting to own a piece of this innovative company.

What can we learn here?

Paperless POBox was able to ride on bio-terrorism and security buzz that catapulted their company into media limelight.

Quoting their original press release, founder David Nale "created service for frequent fliers to receive their mail anytime, anywhere and eliminate paper clutter."

By riding on media buzz, they captured huge media attention and gained an additional market for their service - people who were concerned about snail mail safety.

Most of us follow news regularly to keep ourselves updated. Why not go an extra step and ask yourself: "What does that mean for my business?"

You can apply this technique to industry buzz as well. As you update yourself with industry-specific news, keep an eye out for buzz that your business can ride on.

There are tens of thousands of media outlets in America. Unless you have time and energy to manually compile your own media list, we recommend outsourcing.

An established PR firm would already have major media contacts stored in their database. Their media contacts are accurate and fresh.

If you think it is cheaper to do distribution yourself, here's shocking truth!

Consider this illustration: If your hourly wage is $20 and it takes 10 minutes to locate contact information for each media outlet; plus another 5 minutes to contact them. Time spent per media outlet = 15 minutes.

Labor cost to reach each outlet = 15/60 * $20 = $5.00

A reasonable size of distribution for most press releases in America is 4,000 media outlets. Multiply your labor cost of $5.00 per outlet by 4,000 outlets.

Total labor cost for your PR campaign is an astronomical $20,000! That excludes actual distribution costs.

How much do PR firms charge for writing a press release AND distributing it to same number of media outlets? Most charge between $350 to $600. It definitely makes good economic sense to outsource your PR campaign.

Media publicity plays an important role in successful website marketing. Get yours rolling today!