Background
When I joined Pitchfork Partners, I took on the challenge of handling public relations and media strategy for Cloudflare, a global connectivity cloud company. The engagement began during a turbulent time—Cloudflare had recently faced two significant technical crises, one with national and another with international repercussions. At the time, Cloudflare had limited recognition in India.
The goal was to build Cloudflare’s reputation as a leading connectivity cloud service provider in the Indian market through strategic and impactful media efforts.
Strategic Approach
- Content Development and Media Outreach
I started by crafting compelling content and establishing relationships with key media outlets. This resulted in Cloudflare’s first byline in Entrepreneur India. Over time, I secured extensive media coverage in top-tier publications, including Mint, The Times of India, Analytics Insights, Express Computer, The Hindu, The Hindu BusinessLine, IANS, The Press Trust of India (PTI), and YourStory. - Amplifying Key Announcements
One of the standout moments was managing media outreach for Cloudflare’s partnership with PhonePe. This included facilitating an exclusive interview for senior executives from both organizations in VentureBeat, an influential global tech publication. - Maximizing Visibility Through Themed Campaigns
I led the dissemination of over 14 reports during 12+ themed weeks such as Birthday Week, Developers Week, Impact Week, and Security Week. Daily announcements kept Cloudflare consistently visible in the media and reinforced its position in the industry. - Strategic Media Filtering
Cloudflare sought a partner who could strategically assess media opportunities. I balanced delivering high-impact coverage with declining less relevant opportunities, ensuring focused and meaningful visibility. This approach also led to a steady influx of inbound media requests. - Creating Media Opportunities with Long-Term Value
A highlight was securing a year-end tech predictions infographic featuring Cloudflare’s Global Field CTO, John Engates, in ETCIO SEA. This became a recurring feature, with the journalist returning to Cloudflare for predictions for two consecutive years, creating long-term brand value.
Results
These efforts propelled Cloudflare from relative obscurity in India to a recognized leader in the connectivity cloud domain. The outcomes included:
- Securing 2600+ media coverage pieces, establishing a robust presence in India.
- Prominent features in top-tier and mid-tier publications, strengthening brand credibility.
- Sustained visibility despite operating for over a year without a dedicated India spokesperson.
- Development of lasting intellectual properties and relationships with key journalists.
Key Takeaways
- Consistent and strategic media outreach can significantly boost brand visibility, even in challenging situations.
- Combining tactical execution with intelligent media filtering ensures impactful and relevant coverage.
- Building collaborative relationships with media can lead to long-term opportunities and recurring features.
Conclusion
From being relatively unknown to becoming a recognized leader, Cloudflare’s journey in India demonstrates the power of strategic public relations. By securing impactful coverage and consistently exceeding expectations, I strengthened Cloudflare’s reputation and enhanced the entire team’s credibility, setting a benchmark for future campaigns.
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