Cloud companies have long struggled to clearly explain exactly what it is that they do. While tech experts may understand their jargon, the rest of the public often sees it as nonsense.

Because of this, cloud companies have recently been placing increased importance on developing accessible, user-friendly messages. To that end, cloud startups and industry leaders alike are hiring editorial experts to help clarify their messaging and make it easier for the lay-person to understand. In her most recent LinkedIn Pulse piece, March VP Meredith Eaton explores why these editorial hires are such smart moves.

Think about Quentin Hardy, for example. Hardy recently left a sought-after gig as deputy tech editor for The New York Times to head a new Editorial Division at Google Cloud. He announced the news on Twitter, to an enthusiastic response from his followers. One user exclaimed, “[I’m] very glad somebody will be explaining this stuff in a way that makes sense to the rest of us.”

Telling your story well is a major component of your PR strategy. Whether you’re a cloud company or not, it’s essential that potential customers – and journalists – understand your message. Reporters admittedly appreciate it when you reach out to them with simple, pointed stories, rather than overly wrought pitches.

Boston Business Journal reporter Jessica Bartlett sat down with Manny Veiga and Hacks and Flacks for a discussion about media outreach and reporting. She echoed the theme of simplicity, explaining that the best pitches are straightforward, with a thought-provoking angle. “If you lead with the complexity, you’ve already lost me,” Bartlett says. “I want to know why it’s interesting, and then we can get into the complexity later.”

The bottom-line: Keep messages simple, and don’t over-pitch.

Evolution of Content Marketing, PR and BloggingIn The Evolution of PR, Content Marketing and Blogging, we cover:

  • The ongoing changes in the world of PR
  • The principles of content marketing for tech companies
  • Important blogging strategies
  • How to use press releases for more than just brand-building