Client: Assurestor

PR Goal: To elevate the topic of data recovery, putting business protection and recovery specialist, Assurestor, front and centre in talking about the important role of data recovery technology and testing – topics that often fly under the radar when journalists are writing about cybersecurity and data loss.

As a relatively low-profile, but very busy business, Assurestor needed a PR campaign with impact that would put them on the map with specialist security, risk and technology media read by their audience of IT and risk professionals.

Our idea in a nutshell: To create a ‘capsule’ research project that delivered on multiple fronts – for driving news, thought leadership, and for Assurestor’s own social media channels. The research was carefully planned and designed to address confidence in business resilience, recovering data and mitigating downtime.

With so much media focus on cyberattacks, we knew the story from the research needed to help Assurestor stand out from the noise. By highlighting a different perspective – how making good decisions can be the difference between catastrophic data loss and quick data recovery – we could raise their profile as a distinctive provider of data recovery. An important aim was to create a recoverability testing ‘gold standard’ that Assurestor would own.

Execution: The data worked its magic with 78% of senior IT respondents admitting they had suffered data loss at least once in the past 12 months. But just one in four was confident in their own recovery solutions, and 5% tested their systems monthly – Assurestor’s so-called ‘gold standard’.

We wanted to pack a punch with this data, using provocative language in the headline and quotes to talk about a “concerning Titanic mindset” among UK businesses. For context, our launch release referenced recent high profile incidents, including the CrowdStrike global outage and Rhysida attack at the British Library, highlighting today’s aggressive cyber environment.

As a call to action, we positioned recoverability as part of the business ‘fitness agenda’ and delivered a five-point checklist. This became the basis for many of the articles. With an original target of just x2-3 article placements, the team went on to deliver double that number!

Impact: With limited budget and time to devote to PR, Assurestor wanted to focus the PR efforts on press that mattered, including security, risk management and related tech press read by its buyers. By pre-pitching the research headlines, supported by infographics, the Eureka team delivered over 30 news articles and six articles authored by executive Director, Stephen Young.

Top hits included Commercial Risk, Cyber Defense Magazine, Computing Security, Network Computing, Resilience Forward and Cybersecurity Intelligence.

For Assurestor, its target audiences noticed the results and commentary, which also created a spike in LinkedIn and website activity.

Most important, according to Stephen Young, “the message is now being fed into our reseller enablement program providing resellers with quality information with which to encourage dialogue on a very uninteresting, but incredibly important, subject.”