Intro
CTERA focuses on building a secure enterprise file services platform that centrally manages the file storage, control and governance needs of the modern enterprise. CTERA powers the file services transformations of leading global banks, insurance companies, telecommunications firms, and federal and defense organizations.
As CTERA’s long-standing PR partner, Smart Connections PR has worked closely with the company to elevate its brand and competitive advantage by building ongoing media momentum. The Smart Connections PR team created an ambitious long-term communications strategy that focused on brand awareness and thought leadership, strengthening CTERA’s position as a recognized leader in storage.
The challenge
During Q12026, Smart Connections PR crafted a communications strategy that brought together creative thought leadership, frequent newsjacking, targeted outreach and thoughtful interview opportunities that would accelerate brand awareness and position CTERA executives as thought leaders in the cloud storage sector. Commentary was shared with journalists for World Backup Day, news was shared that CTERA was named a strong performer in Gartner Cloud Storage, and a high-level product launch was undertaken to highlight transformative data architecture that eliminates the historical trade-off between enterprise file systems and object storage.
The deep relationships that the Smart Connections PR team has with journalists and editors in the industry helped propel the PR plan even further. This multi-pronged approach secured results in targeted publications such as Blocks and Files, SiliconANGLE, StorageReview and Help Net Security.
Results
The successful strategy resulted in 120 pieces of standalone coverage including StorageNewsletter, Solutions Review, Information Week, CRN, SiliconANGLE and others with a combined audience of 48.5M during Q1 of 2026. These results demonstrate the value of a sustained PR program, where ongoing planning, targeted outreach, strong media relationships, and a deep understanding of the client’s business translate into increased visibility and momentum. The team researched daily for newsjacking opportunities and provided strong media opportunities that would further elevate the CTERA brand. Creating content focusing on industry trends, helped provide journalists with relevant content that would also increase CTERA visibility. The Smart Connections PR team serves as an extension of the CTERA team and works very closely with them to understand their business goals. This knowledge helps the team create a PR strategy that aligns with their marketing goals and helps them reach the stakeholders that are important to continued brand awareness and growth.
