Delivering impactful PR campaigns for the cloud services market

Cloud computing is no new proposition. The development of this technology dates back as far as the 1960s, with the sector really starting to take off in the late 90s as the likes of Salesforce made cloud adoption viable on a large scale.

A crucial moment in the sector’s transformation was the launch of Amazon Web Services (AWS) in 2006, which enabled companies to access storage-on-demand and scale at a rapid pace. Since then, cloud connectivity has become a non-negotiable – rather than just a fancy add-on – for businesses globally. The industry’s value increased at whirlwind speed, from less than $6 billion in 2008 to $236 billion in 2020.

The sector is poised for another period of significant growth, spearheaded by the myriad of possibilities created by the widespread rollout of AI solutions. According to research from Goldman Sachs, cloud revenues will reach $2 trillion by 2030, with AI accounting for between 10% and 15% of this spending.

A major impact of this expansion is that more and more companies specialising in cloud computing will enter the marketplace over the course of the coming decade. As a result, it’s essential that vendors find ways to differentiate themselves from competitors and ensure that their message is still heard among a raft of rival companies.

How the cloud computing sector can benefit from creative PR campaigns

Tailored PR strategies allow companies in the cloud computing space to convey their extensive expertise, highlight the gaps in the markets their offerings are capable of filling, and share each step of their respective corporate journeys with journalists and their readers.

The opportunities for spokespeople to enhance their credibility and establish themselves as thought leaders are plentiful, with an ever-evolving regulatory landscape requiring authoritative voices capable of guiding businesses on compliance and best practices.

Take the Digital Operational Resilience Act (DORA) as an example. This legislation, aimed at strengthening the IT security of financial entities, entered into force in January 2023 and officially applied from the start of this year. Across this timeline, cloud providers have had countless opportunities to share helpful advice, via the tech media, guiding businesses on how to construct secure cloud ecosystems in line with DORA’s stipulations.

Ultimately, a cloud computing industry packed with vocal, well-regarded sources benefits the business ecosystem on many levels. Journalists have a larger bank of reliable contributors to turn to, their readers become better educated and the businesses running effective PR campaigns bolster their reputations in the press.

Examples of successful PR campaigns in the cloud services industry

One key area cloud vendors can focus on as the linchpin for effective PR campaigns is owned data. Taking the time to conduct thorough market research and package this into media-friendly content is a guaranteed way to add a unique perspective to the conversation that will be of genuine interest to journalists. The stats don’t lie: 68% of journalists want to see original research or new data in pitches.

For example, Spreckley has been working with the Cloud Industry Forum (CIF) since it was first established back in 2008. CIF, now known as the Tech Industry Forum (TIF), is a not-for-profit membership organisation that works to educate end user organisations about cloud computing and campaigns for better standards in the industry.

By establishing a market research programme in partnership with Vanson Bourne and producing an annual report on industry trends and developments, TIF has become the go-to source of knowledge about cloud computing for journalists, industry professionals and end users. Through over a decade of research reports, TIF now holds an important and informed voice in the market.

The importance of nurturing analyst relations for success in this sector

Building relationships with analyst houses is another central pillar of a cloud services PR strategy. Particularly in the tech space, analysts share insights that shape the thinking of technology decision-makers globally. Nurturing analyst networks and coherently conveying the benefits of an organisation’s offerings to this audience can help shape a company’s reputation and position them as a market leader.

It’s not enough to sit back and hope that a brand name begins to gain traction. Traditional PR will go some way to raising visibility, but cloud services operators should also be reaching out to analysts directly to set up briefings.

Leveraging this branch of the media will increase product recognition with a company’s target audience and act as a credible third-party endorsement that prospective clients can rely on as a trust signal.

Securing targeted coverage with newsjacking

The pace of change in the cloud computing industry is rapid, with new technologies constantly being developed and new regulations shaping the sector’s development. Aligning with central narratives in the wider media adds weight to communications strategies, allowing organisations to maximise journalist engagement by tying in with relevant subjects.

The key to successful newsjacking is speed. Once a story has been identified that can be linked to a company’s core messaging, it’s essential to respond as quickly as possible. Draft comments that add something new to the conversation, identify a targeted list of contacts who will be covering the story, and pitch insights before the news cycle moves on. Adopting this approach allows commentators to build on the momentum of a story as it develops, leveraging topical news items to secure opportunities with top tier outlets.

A successful newsjacking strategy also relies on companies keeping their finger on the pulse and remaining attuned to any trends or developments occurring in their sector. Conducting a daily news roundup that summarises significant events that align with an organisation’s area of expertise ensures no stories slip through the cracks, providing a full picture of the industry-wide state of play.

Adopting a dual approach

Creating a content pipeline that balances the need to convey a clear corporate story with insightful commentary – establishing a company’s name as a thought leader on key topics – is the cornerstone of any successful B2B technology PR campaign.

Clients should keep their PR agencies updated on any significant internal changes or developments, while PR professionals themselves must constantly be probing to uncover new stories. It’s important to remember that clients won’t always understand what constitutes news – sometimes it takes a few targeted questions for the penny to drop.

Relevant topics could range from new hires to customer wins to revenue milestones. These announcements can then be drafted into press releases and pitched to journalists to secure direct coverage and interview opportunities that grow the business’s profile.

Alongside a consistent, varied and newsworthy stream of corporate announcements, cloud service providers should simultaneously develop thought leadership pipelines to underscore their credentials as an expert in their field. This means pinpointing a range of themes that align with the knowledge base of the company and building out bylined articles and a comment bank around these subjects.

Securing coverage in target publications on topics that align with an organisation’s remit serves as a glowing third-party endorsement for the depth of their understanding, enhancing trust with customers and prospects.

Standing out from the cloud

In what has rapidly become a concentrated marketplace, cloud services companies must leverage each and every tool available to them to increase name recognition and differentiate themselves from competitors. A targeted cloud computing PR strategy will deliver this goal, portraying the organisation as a reliable and credible voice in the sector.