“Cloud data storage providers have strong challenges to contend with in order to succeed in this rapidly evolving sector. From high competition to trust & privacy factors, providers must have clear & effective communication channels that promote their niche market advantage whilst highlighting their thought leadership and sector expertise. PR plays a crucial role in achieving these objectives.”
Dina Petrosky, Smart Connections PR partner & co-founder.
According to the State of Financial Services in Cloud 2023 Report, 57% of organizations globally use multiple cloud providers in their operations. As the competition between cloud data storage providers intensifies, the role of PR becomes increasingly essential. Building trust, providing innovative technology, and ensuring that platforms comply with ever-changing data regulations are just a few key roles PR can assist with to help providers thrive.
In this article, we explore PR’s crucial role in shaping the success of cloud data storage providers, from understanding some of the key challenges providers face to effective PR tactics that help providers navigate and achieve success in this booming industry.
Understanding The Cloud Data Storage Market
In 2023, the global cloud data storage market was valued at $108.69 Billion, projected to grow to $655 Billion by 2032. This coincides with the volume of global data generated, which has grown dramatically, rising from 64.2 zettabytes in 2020 to 147 zettabytes in 2024. The increase in demand for data storage has led to a rise in cloud data storage providers, creating a highly competitive market.
In this competitive environment, cloud data storage providers can benefit from differentiating themselves by focusing on certain market sectors (such as healthcare, banking, or government) along with providing specialized solutions for niche market use cases.
Navigating Industry Shifts In The Cloud Landscape With PR
The cloud data storage landscape is ever changing, with new technologies and regulations frequently impacting services and requirements from clients and consumers. Public Relations can help cloud providers navigate these changes, strengthening their market position, maintaining client trust, and attracting new clients.
Here is a look at how PR will play a crucial role in several key areas in the cloud data storage landscape.
Hybrid & Multi-Cloud Strategies
According to the 2024 State of the Cloud Report, 73% of businesses are currently using a hybrid cloud strategy, indicating a significant transition towards multi-cloud architectures.
Businesses’ need for greater control over their data is the main factor driving this move toward hybrid and multi-cloud methods.
PR can help cloud providers raise awareness and adoption of these approaches by
- Emphasizing the benefits of hybrid models: Including flexibility and cost-efficiency. This makes it clear to the customer how their cloud services can optimize cloud data storage across multiple platforms.
- Providing clear instances of successful implementations: Through customer success stories and thought leadership content to help build awareness and trust about the provider’s capabilities.
Decentralized Cloud Storage Adoption
Although the current market share of decentralized data storage has been relatively small (valued at $14.5 million in 2022), this technology could become an increasingly vital component for cloud data storage. Providers adopting decentralized cloud storage must communicate the benefits of this storage option, which allows customers to improve data security and user control, whilst addressing consumer concerns over the new form of data governance.
PR can raise awareness of such technological innovations, highlighting their practical benefits and providing higher credibility to cloud data storage providers that offer these powerful features to their customers.
Evolving Pricing Models & Contracts
Pricing structures in cloud data storage are constantly shifting, with providers offering more flexible and tailored contracts to meet customer demands. Effective PR can communicate these changes, ensuring that customers understand the value of new pricing models and how they align with future services and benefits.
In addition to pricing, contract flexibility plays a crucial role in meeting customers’ diverse needs. As businesses grow and adapt, their requirements for cloud storage may change. PR can help promote how flexible contract options allow companies to scale their services seamlessly. By emphasizing the ability to adjust plans based on usage, organizations can appeal to customers looking for cost-effective solutions that align with their growth trajectories.
Communicating these options not only showcases the level of service available with existing customers but can also attract new clients seeking adaptable services.
Heightened Scrutiny On Big Tech’s Market Power
As scrutiny around big tech’s influence grows, cloud data storage providers must be prepared to address concerns around monopolization and fair competition. By communicating their commitment to fair competition and compliance with regulatory standards, providers can strengthen their reputations and differentiate themselves from larger competitors.
Growing Impact of Data Privacy Laws
Data consumption and dependence are growing, but this is posing new problems. Most organizations are frequently concerned about data privacy and data leaks, with governments all over the world passing strict data privacy rules to safeguard this information. A key component of this legislation reform is the emphasis on localization and data sovereignty. Strict regulations, such the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, have prompted several cloud providers to establish regional data centres to ensure adherence to local laws.
When it comes to promoting these programs and showcasing cloud providers’ commitment to data protection in the regions they serve, public relations can be crucial. Promoting these projects through public relations can boost consumer trust and highlight the need of local data governance.
Shifts in Data Storage Models
As cloud providers explore new data storage models to enhance security and meet privacy demands, PR can be used to communicate the benefits of these innovations and address concerns over the adoption of new technologies that don’t currently have a track record of success across numerous factors such as privacy, efficiency, and environmental impacts.
Whether it’s promoting decentralized storage or privacy-focused services, effective PR ensures that customers understand how these models protect their data and align with their privacy concerns. These are key areas in the decision making process companies look for when identifying a new cloud data storage provider.
Key PR Tactics For Cloud Data Storage Providers
In addition to adapting to industry shifts, cloud data storage providers can leverage specific PR tactics to strengthen their market position and connect with their core target audience. These PR strategies can help companies proactively address challenges, showcase their expertise, and reinforce customer trust.
Here’s a closer look at some of the unique PR tactics that can be implemented based on company objectives and PR goals of cloud data storage providers.
Proactive Thought Leadership
Producing balanced, well-documented thought leadership is essential for cloud data storage providers, as it positions them as authoritative voices in the industry and helps to differentiate themselves against competitors. Through PR, etablished companies and startups can contribute to discussions on pressing topics such as data privacy, compliance, and technological innovations. For example, participating in industry panels, contributing to renowned publications with whitepapers, and sharing expert insights through media outlets. All of which provide essential information to potential customers on how cloud data storage technologies can help address their key challenges, especially for global companies, for which the challenges are always more complex.
This approach also helps providers engage with key stakeholders and demonstrate their unique expertise without being too promotional or sales-focused. Whilst also enhancing credibility and building long-term trust with customers and partners.
Crisis Communication Planning
Although cloud data storage technologies are generally safe and serious work goes into keeping them that way, they are not infallible. In 2024, data breaches in public clouds incurred the highest average cost at USD 5.17 million according to IBM’s 2024 Data Breach Report. Even though they are widely known, cybersecurity issues and data breaches have the potential to negatively impact a brand’s credibility and reputation.
PR teams can help cloud data storage providers develop clear and transparent communication in such crisis situations to quickly handle crises, reassure clients, and preserve confidence during trying times by planning response strategies in advance. In addition to minimizing harm, proactive crisis communication reaffirms the provider’s dedication to openness and responsibility.
Targeted Messaging on Privacy and Security
Customer data privacy and security is a large concern for most businesses, and PR can help cloud data storage providers craft targeted communications emphasizing the company’s dedication to safeguarding data and adhering to legal frameworks.
PR activities to achieve this include:
- Providing detailed information on the commitment to data security and meeting regulatory frameworks.
- Highlighting the key steps that providers have taken to enhance security features.
- Sharing periodic updates on new technologies, security patches, and other features that have been introduced.
Collaboration with Legal and Compliance
Given the strict regulatory environment surrounding cloud data storage, PR teams must work closely with legal and compliance departments. This ensures that all messaging aligns with current laws and accurately reflects the company’s stance on privacy, security, and compliance.
For collaboration on legal and compliance communication, PR teams can work with legal and compliance experts to:
- Review and approve messaging that accurately reflects the provider’s services.
- Stay updated on the latest regulations and industry standards in order to improve services.
- Incorporate compliance messaging into PR campaigns to build trust and credibility.
Niche Market Advantage
With the rise in the adoption of cloud computing, cloud technologies will no longer be just a disruptor or enabler in the future. As per this Gartner prediction, they will progress from not only being an innovation facilitator and business disruptor, but become a business necessity by 2028.
To stand out in this competitive space, providers can benefit from highlighting their niche expertise through PR, such as focusing on specialized services (for example AI-related storage solutions), or on niche markets (such as government, military, or SME-targeted offerings). This can set a provider apart from more generalized competitors leading to higher sales.
PR can showcase this specialization through a number of mediums, such as case studies, testimonials, and success stories that underscore the provider’s unique value in addressing specific market needs.
Connecting with Target Audiences
Effective PR involves crafting messages tailored to resonate with specific customer segments. Whether targeting government agencies, SMEs, or large enterprises, PR can leverage various channels (including social media, industry news outlets, and conferences) to reach audiences where they are most active. This targeted approach helps build lasting relationships and fosters a loyal customer base by connecting with the core traits and values customers are looking for in a cloud data storage provider.
Conclusion
Employing the right PR tactics can help cloud data storage providers convey their distinct positioning, encourage client loyalty, and establish trust with clients in a highly competitive industry. Cloud data storage providers can overcome some of the major obstacles in this sector and establish a solid rapport with the target client by working with a PR firm that has experience and understanding of the industry.
Smart Connections PR has a proven track record of helping cloud data storage providers achieve their business objectives.
Our team of experienced professionals can help you:
- Develop effective PR campaigns that resonate with your target audience.
- Manage your brand reputation and address crises proactively.
- Build strong relationships with media and influencers.
- Measure the impact of your PR efforts and make data-driven decisions.
By partnering with Smart Connections PR, you can harness the power of public relations to fuel growth, strengthen your brand, and secure long-term success in the dynamic cloud data storage landscape.
To explore how our expertise can elevate your PR efforts, contact us today or discover how our specialized solutions have benefitted clients across various industries.
