Backup, disaster recovery and business continuity – Datto

Established as an innovator in the US, Datto wanted to raise its profile as a provider of business continuity and disaster recovery technologies among MSPs and SMEs in the UK. The company had previously issued some press releases, but was now looking to build a stronger PR programme including awards, news and thought-leadership to target and channel, SME and technology media.


Unlike in the US, Datto was relatively unknown in the UK, and was trying to build a presence in a highly competitive and noisy market. Datto was looking for a PR agency that could develop stories that would keep its name in the press, while increasing the company’s credibility through awards activity. Other requirements included the launch of Datto Drive, a file sync and share technology into a crowded market, and ability to work as part of a global team, initially with the company’s US PR team Metis Communications, and as the PR function grew, with PR agencies from other territories.


Vitis PR was initially appointed to help with a CRN award entry (with a week left till deadline) and launch a progress release. Following successful completion of this project, Vitis PR was engaged to promote Datto’s Total Data Protection platform. To maximise a limited budget, the team decided to concentrate efforts around major announcements, award entries, bylined articles, comments and supporting MSPs with local PR.

The campaign was designed to highlight Datto’s innovative approach to business continuity and the opportunity it provided MSPs. For awards, Vitis PR was instrumental in researching opportunities and creating the award entries, including CRN, BCI, SVC and the UKCloudAwards.

A significant marketing initiative was the launch of Datto Drive, a product designed as a strong alternative to Dropbox and Box with low cost pricing. Vitis PR offered reviews, media and analyst interviews and articles around file sync and share.

Articles focused around back up and disaster recovery tips, ransomware, hybrid cloud, storms and more. Regional releases included major contract wins and MSP expansion related to Datto.

Comments were made in reaction to breaking news to gain exposure for Datto across a wider range of media.

In addition to media relations, Vitis attended the annual DattoCON to gather information on the company and technology to inform further PR activity.


Vitis disseminated regular news about the company’s expansion, results and technology updates.

Media coverage includes The Economist, The Register, ChannelBiz, Microscope, CRN, IT Pro Portal, Channel Pro, Real Business, Continuity Central, SC Magazine, Inquirer and many more.

In terms of awards, Datto has achieved a great deal. As well as shortlistings in other awards, it also placed highly in the following:

  • CRN - Cloud Services Vendor of the Year 2015 – Commended
  • Storage Awards – One to Watch 2016
  • CRN Sales and Marketing Awards – Best Newcomer 2016
  • CRN Specialist Vendor of the Year 2016
  • UK Cloud Awards 2017

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