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Public Relations

Quick Ways Cloud Computing Startups Can Get into the Narrative

Quick Ways Cloud Computing Startups Can Get into the Narrative

Cloud computing is driving IT spending overall and is predicted to increase 3.2% to $376 trillion with “as a service” models fueling everything from data center spending to enterprise software. Artificial intelligence, IoT, and analytics are key up-sell opportunities for cloud vendors. But to “break out” in such a crowded marketplace, cloud computing startups need to find ways to use public relations and social media marketing to engage with their audiences on a regular basis.

Fortunately, this doesn’t have to be a challenging or time-consuming task. Here’s how to make it happen:


Sure, your public relations pros are tasked to “get hits” in the press. You want your story to be written about. But, you also want the people – influencers – who attend conferences, events, speak on podcasts, and get interviewed to be talking about you. And, most of those folks are not journalists.

They may be bloggers or be influential on Twitter, Reddit, or user-created boards. Make a top list of those influencers, follow them on Twitter, and, if you can get a hold of their email addresses (if not direct messaging them on Twitter), send them an FYI when you have a new announcement or perspective on what they’re talking about. Keep those folks informed and educated.


Just because you have a new website or updated messaging isn’t a reason to email journalists with a “story idea.” Best to respond to a journalist’s most recent article on a subject related to your business position/differentiation or opine on a recent analyst report – to a journalist – to help them better understand changing market conditions and how your company fits into the narrative.

Another more assertive approach would be to respond to journalists about a recent competitor’s announcement and use de-positioning language and facts to make your case. Just pitching a journalist because you want them to write about your story is a waste of time. You have to help them understand why what you have to offer will build upon what they’ve written, provide perspective, and a new credible source. 


Myth: Your outside PR person will be a good spokesperson for your business. The public relations consultant will know enough to set up a pitch, pitch, and get you interviews. But it’s your job to convince the reporter to write about your company. Who best to do these interviews than an influencer in your ranks? Why an influencer?

Execs and marketing staffers are generally chalked full with marketing lingo or messaging. Influencers generally have a bigger picture perspective on the market, the competition, and the technology landscape. Luckily, sometimes startups already have someone internally but often they need to make a strategic hire or partner with influencers to get third-party validation.  

Overall, simply pitching press or posting on social isn’t enough. If you want to use public relations and social media marketing to grow your business, regular outreach should be a top priority. By utilizing these tactics, you can ensure growth without wasting your resources.

Newsjacking: How to Get PR for your Tech Startup

Newsjacking: How to Get PR for your Tech Startup

Elementary, My Dear Watson – Sherlock Holmes

And, that’s what it feels like. It’s criminal. You just convinced a reporter to include your company in a story that isn’t about your company. The tactic is called “Newsjacking.”

What is Newsjacking?

It’s the not so simple skill of being able to recognize what’s news, what’s newsworthy to you, and how to get your company mentioned in a story on the news subject. What? Yep. It’s a quick – and not so dirty - process.

Here’s how to make it happen:

  1. Track Keywords – Use a search engine or social media tool to track keywords that are of most important to your business. For example, if you’re a cybersecurity firm, you may want to track “hospital” and “ransomware”. When a story pops up on your radar that seems of interest to many, go to Step 2.

  2. Create a Media List – Quickly, and I mean lickety-split, then crawl the web to corral together a list of journalists, publications they write for, and their email addresses.

  3. Draft a Pitch – You’re gonna need to draft a pitch to these journalists which convince them why your company should comment on this news and why they should quote your company. Maybe you have hospitals as customers? Maybe you’re a well renown expert in ransomware? Or you recently authored a report/study on this subject and have content to share? Either way, it’s up to you to newsjack the story. Now pitch!!!

  4. Take a Step Backwards – Now that you know how to roll out the process, here’s some critical points to keep in mind:

    1. If you newsjack, make sure that you have a spokesperson on hand in case anyone you pitch wants an immediate phone or TV interview.

    2. Back up your pitch with relevant data!

    3. Don’t be commercial in your pitch or interview.

    4. Establish a relationship with the journalist so that you may be able to offer a quote in the future.

Good luck!

5 things that could pose a threat to your public relations

5 things that could pose a threat to your public relations

Turn on the news tonight and you may briefly think that the sky is falling. It isn't. While some media stories love to attract our attention with grief and sorrow, the opposite can be true too. When it comes to public relations, all of the pros I know are developing positive stories about how their clients are solving problems, not making them. Is it possible for public relations experts to change today's media narrative?