With the increasing popularity of cloud-based computing as a business solution, developing cloud public relations (PR) best practices is becoming more important. A strategic cloud PR campaign will set your business apart in the market. Customers often understand the benefits of cloud technology but need help developing a cloud-based strategy that best helps them reach their goals.

There are many solutions to improve cloud PR initiatives. Many feel that providers could help themselves by focusing on customized, end-user needs rather than simply promoting cloud-based solutions in general. However you look at it though, the best cloud PR programs usually contain the following approaches:

Combine your initiatives. Successful cloud PR campaigns integrate search engine optimization, social media presence, content marketing and public relations to ensure that your message is fully saturated in the marketplace. Increasing your visibility will only enhance the investment you make into cloud PR.

Pay attention to cloud developments. Pay attention to popular trends among cloud users. Because of its fluid nature, people are constantly changing and improving their engagement with cloud-based technology. Understanding how to leverage trends successfully will increase your cloud PR.

Work With Analysts. "Cloud technology is only valuable for a business if all of their data is successfully translated when they make the switch," said Adam Claude, spokesperson for OAC Technology: Cloud Solutions. "Building relationships with established tech analysts who can endorse your product will increase customer confidence and enhance your cloud PR campaign."

Pay attention to the competition. Paying attention to the successful techniques of your peers will only enhance your own product delivery. Replicating smart, proven strategies will help you decrease any competitive advantage by similar companies and help you rise as a market leader. Studying your peers will help you learn both from their mistakes and from their success, allowing you to integrate their experience into your product, making it more effective.

The faster you are able to implement these strategies at your own firm, the better off your business will be. The accessibility of cloud-based computing means that the marketplace is becoming crowded with providers, many of whom are offering similar services. If you are able to leverage these cloud PR best practices in your own company, it will help you gain the visibility and reputation you need to rise above others in your field that may be similarly marketed.

The United States Federal Trade Commission (FTC) has created laws that govern a variety of advertising categories. These guidelines were developed to ensure that advertisements remain truthful and evidence-based, not unfair or deceptive. 

“Additional rules may apply to certain products based on special circumstances,” said , William Mauzy. “FTC guidelines also apply to variety of marketing styles. Whether your advertising campaign is being deployed online or by telephone, you will need to familiarize yourself with the specific FTC rules governing your marketing platform.” 

Endorsements

If your marketing strategy relies on any endorsements, make sure that they comply with the Guide Concerning Use of Endorsements and Testimonials in Advertising. The FTC has created this document to regulate the use of endorsements in the U.S.

Made in the USA

Is that fact that your product is manufactured in the United States part of your marketing push? While it is a popular statement, especially in the wake of so many jobs being outsourced, the FTC highly regulates the use of this status. Consult the FTC’s “Made in USA” policy to make sure your that manufacturing meets the requirements to use this tagline.

Children

Products marketed directly to children – or products that are marketed to parents for use with their children – are subject to strict enforcement of advertising truth standards. The FTC has special rules for foods and beverages marketed to children and about maintaining children's privacy online.

Online Marketing and Advertisements

"The Internet is the fastest growing platform for marketing campaigns and advertisements. It is important to remember that all of the same FTC guidelines apply to online marketing and advertisements, especially as it relates to children’s privacy. The Children’s Online Privacy Act has been created to guarantee protection and should be consulted before taking your campaign online," said John Gustad, a social security lawyer in Spokane, WA.

Telemarketing

"Over time, telemarketing has become a highly regulated industry," said attorney, Mark Herman. "In an effort to combat fraudulent products and services and reduce harassing phone calls, the FTC created the National Do Not Call Registry. If you plan on starting a telemarketing campaign, even if it is being run by an automated system, make sure that you are highly familiarized with the nuances of this Act. A business could face severe penalties for violating it."

Environmental Marketing

The idea of “sustainable” or “green” products has become popular in recent years, but if you make these statements about your product, you must provide actual scientific evidence to verify your claims. The FTC has created the Green Guide to help clarify the requirements to claim environmentally status about your product or services.

In relation to public relations (PR), is technology a friend or foe? It depends on whether you understand how to use it to your advantage. When it comes to PR, it can make or break your strategy.

Technology has greatly influenced how data is collected, making it easier for PR firms to compile and manage all of the data they need. However, mining that data for valuable consumption is crucial. There is no lack of products that help collect the data and "pluck" it for relevancy. You can collect as much or as little as you need. 

"Social media was born as a result of the layman's interest in technology, and not to mention college students' social lives. Social media is easier to use than ever and is one of the cheapest and easiest online tools available for PR practitioners. There is no more convenient publicity than free publicity. The numerous social media platforms available today make it easier than ever to reach a broad audience. Keep in mind that social media is no longer targeted for millennials. The number of middle-aged Facebook users has surpassed the number of millennial users," said Todd Vojta of Paragon.net, a managed IT services company in Minneapolis.

Tip #1: understand how to use social media influencers. Get to know those people out in cyberspace whom you might never meet, but can help you launch a campaign. Sometimes you can create your own influencers because they already are product clients. Many PR companies have launched enormously successful campaigns by using them to promote their service or product. There's an art to this, however, just like any relationship-building tactic. 

Tip #2: If you do not understand search engine optimization (SEO), get familiar with it. As someone in working in PR, just knowing the basics of SEO can result in tremendous returns by driving more traffic to your brand's website. Learn and understand which keywords are important to your business and learn how to use them in all of your online content. 

Today, we all essentially live and breath technology. It touches every aspect of our lives whether we want it to or not; and whether we realize it or not. It provides a tool to help you anticipate, avoid or deal with any crises. Have a technology plan for your PR business or your project and utilize it. Be certain that each person involved knows their function with regard to how you will take advantage of technology. Then simply own it and make it work for you.

Business growth and public relations strategies have long been tied together, but as often as business executives rely on pubic relations (PR), they often lack a means of gauging their return on a PR investment.

Because PR is more difficult to measure with traditional tools and metrics, a different approach and shift in perspective is needed. In order to determine a return on investment (ROI), any business manager should adopt a broad view of the PR impact on their company.

The lack of solid ROI measurements for PR initiatives is unfortunate, as a well planned PR strategy can have a tremendous positive impact on the success of a business. To begin measuring PR, business managers need to determine the facets of their business that are succeeding and how these facets are connected to their PR initiatives.

Because of its nature, PR will never produce the succinct, clean results that occur when measuring other business factors. However, attempting to determine the connection between a PR strategy and positive growth factors in your business allows business managers to make smarter PR investments. By focusing on certain key aspects, PR ROI can be quantified.

Inbound Leads. Successful PR communicates your company's strengths and expertise to the right target audience. By strategically placing marketing pieces in trade publications, your company will experience a growth of inbound leads.

One measurable component in this "PR push" is your website. Measuring your traffic is a way to track the results of your PR initiative. Create a schedule for checking web traffic each month. When you have a baseline established for the number of visitors to your site, you can track a PR campaign's success by checking the number of visitors just after a large outreach effort. If the number of visitors has increased significantly, the PR campaign is working successfully.

Social media is another tool for tracking PR success. Similar to the number of website visits, you can begin to measure the number of shares or "likes" that your posts are receiving. If numbers increase greatly just after a PR initiative, it is most likely a successful campaign.

Conversion of Credible Prospects. PR success can be tracked by analyzing the type of sales calls experienced in the wake of a large campaign. A successful PR initiative makes a potential customer feel confident in your company's abilities. Referencing a recent media campaign can help convert sales calls into sales appointments.

If your contacts after a PR campaign are higher in the sales funnel and they are asking higher level questions, the campaign is running successfully. Higher level requests will provide an opportunity to demonstrate your company's understanding and abilities. You will develop stronger relationships with your contacts.

Length of Your Sales Cycle. Successful PR initiatives will shorten a sales cycle, ideally by 10 percent or more. A shorter sales cycle will enable you to use resources more efficiently, increasing the number of leads for your sales team.

A well-executed PR campaign should lead to increased trust in your brand. It should also associate the name of your company with certain industry keywords. This way, instead of generic searches for "app company New York", interested potential clients will search your specific company name. They will already associate your company with your products and service.

Measuring the sales cycle allows you to track whether this important facet of PR is operating well. Because a consumer is doing less research before contacting your company, your sales cycle should be growing shorter.

Recruitment. PR success means that instead of looking for qualified candidates to work in your company, the best qualified individuals are contacting you. If you see an increase in your recruitment, your PR efforts are most likely paying off.

Contacts by Investors. “Potential investors do not like ‘unknown’ companies,” said Vincent Oldre of Assured Retirement Investment Advisors. “PR should be helping introduce your company name, service, and trustworthiness to potential investors. If you are not being contacted by investors after a PR campaign, it may not be as successful as it could be.”

Crisis Management. In the event of a crisis, a PR firm may be the only thing standing between your company and disaster. By measure your market share during a crisis, you can quantifiably measure PR success. A good PR strategy will limit any losses during a crisis period.

Relationships with Shareholders. PR campaigns are tied to the value of your stock. The more shareholders understand your mission and business strengths, the better your relationship will be with them. If your stockholder relationships improve after a PR campaign, you are receiving a positive ROI.

Competitive Visibility. It is challenging to determine a quantifiable value in market visibility. However, if you imagine how your bottom line would change if your competitor's PR was more successful than yours, you can somewhat measure the competitive value of your own PR initiatives. 

Tracking these factors will not produce a cut-and-dry measurement the same way budgeting tracking does, but paying attention to the correlations between all of them will help you understand whether your PR strategies are working for your company.