Media and Analyst Relations
Nereus Develops Media Relations Plan to Launch Cloud Computing Standards Effort for DMTF
Challenge: Beating the Clock to Be First in the Industry to Tackle Cloud Standards
The Distributed Management Task Force (DMTF) is a standards organization whose specifications are the basis for many widely used technologies. DMTF recognized that no organization had begun working on Cloud Computing Standards. If DMTF could do so, it would cement its reputation as a leader in the IT industry and solidify its future for years to come.
DMTF had to act fast and tasked Nereus to implement a PR plan to help it do just that. Nereus' challenge was to understand the Cloud Computing market and quickly develop and execute a PR plan. Our primary goal was to position DMTF as the organization leading the development of open industry standards for cloud computing.
Objectives included:
* Objective 1: Secure at least 3 pre- and 5 post-announcement briefings with target media
* Objective 2: Secure key message pickup and endorsements in 8-10 unique articles in target publications, with at least 3 being in top trade publication targets
* Objective 3: Secure at least one endorsement with a target analyst
* Objective 4: Secure a sizeable spike in Web traffic to DMTF's site
Solution: Nereus Executes Comprehensive Media Relations Plan for Maximum Exposure
Nereus distributed a press release announcing the formation of DMTF's Open Cloud Standards Incubator. The news was strategically released the day before Microsoft's Management Summit in order to be part of the keynote address. The release featured quotes from each participating company, demonstrating solid industry support. Nereus outreached to media and analysts via wire, phone, email and social media tools. Nereus also worked with DMTF to develop a cloud computing web page and directed media to the site for additional information
Results: DMTF Builds Reputation as Industry Leader in Cloud Standards
Nereus met or exceeded each objective and achieved DMTF's overall goal. Nereus secured 15 total briefings, 38 unique articles/blog entries and coverage in each of our top publication targets within three days of launch. All but two articles were considered positive and featured both key message pickup and endorsements of DMTF's approach to Cloud Computing standards. DMTF's website captured a dramatic uptick in web traffic, with visits concentrating around its Cloud Computing page. Moreover, DMTF's Cloud Computing initiative continues to receive consistent media attention long after the original announcement date.
Public Relations Society of America Award of Merit
"Media/Blogger Relations Tactic, November 2009"
