How Escalate PR Positioned Firestorm Labs as a Breakout Leader in Expeditionary Manufacturing
The Objective
Firestorm Labs is a defense company pioneering the expeditionary manufacturing space. The company solves long supply line and manufacturing logistics challenges by bringing the manufacturing process to anywhere it’s needed in the world. Firestorm operates the xCELL platform, a mobile 3D printing lab in a box that can be airlifted or shipped to its destination, and then set up and printing drones and other parts in a matter of hours. Having the ability for U.S. and allied forces to manufacture or repair equipment in theater, especially across the Pacific and other logistically challenging locations, eliminates weeks of transit and waiting for critical weapons and supplies. Firestorm Labs hired Escalate PR based on its track record of bringing smaller, more nimble defense companies into the media narrative on the changing nature of defense, and for its reputation for maximizing earned media coverage.
The Strategy
- Message Development: Introduce the concept of expeditionary manufacturing to the defense and tech media, with logistics and 3D printing media outlets as secondary audiences. Long-distance logistics have always been a challenge for the country’s defense. Firestorm’s approach is novel and also feeds into multiple other media hot-button issues around autonomy.
- Media Engagement: Timing for Firestorm’s $82 million B round of funding bumped up against another defense startup’s funding announcement, Scout AI’s $100 million raise. Both companies dropped their news on the same day, so Escalate knew that getting media mindshare would be a challenge.
- Outreach Strategy: Given the size of the round and the fact that we were competing against a larger newsmaker, Escalate employed a hybrid exclusive/embargo strategy early. Axios was given an early look at the news and interview with Firestorm’s CEO, Dan Magy. In return, Axios’ Alan Neuhauser ran his coverage early the day of the announcement. For the embargoed writers, outreach to gauge interest in running the news was completed two weeks before the announcement to capture reporters’ attention, secure commitments to write stories, and file them before they were pulled in other directions.
