Powerus Lands Lead Story on The New York Times Sunday Homepage
The New York Times featured Powerus as the lead story on its Sunday homepage on August 23, with a deeply reported look at Powerus’ approach to building and scaling lower-cost counter-drone interceptors.
The feature, reported by Farah Stockman from Washington and Ismaeel Naar from the United Arab Emirates, took readers inside Powerus’ new manufacturing operation in the UAE and examined a broader shift underway in defense: producing lower-cost systems faster and closer to where they are needed.
Powerus told the Times that affiliated factories currently produce roughly 3,000 drone interceptors per month, with plans to increase worldwide production capacity to 15,000 per month by mid-2027. The company’s Guardian interceptor runs about $5,000 a unit, a fraction of the cost of the legacy systems built to do the same job.
The story later appeared on Page 1 of the New York Times Business section in the August 25 print edition.
Building a Story Worth Going Deep On
For Escalate PR, this placement represents a different kind of media win. A feature of this depth goes well beyond announcing company news. It requires giving reporters a reason to invest weeks in understanding the company, its technology and the larger industry shift behind it.
The resulting story brought together reporting from the U.S. and the UAE, original photography from Powerus’ manufacturing facility and extensive access to the company’s leadership and operations. Coordinating that access across two countries, and keeping it moving on the Times’ timeline, was the work behind the byline.
That level of reporting put Powerus at the center of a much larger conversation about how the defense industry is adapting to the speed, scale and economics of modern drone warfare.
Read The New York Times feature:
The U.S. Start-Up Making Low-Cost Interceptors for the Iran War: https://www.nytimes.com/2026/08/23/business/powerus-counter-drone-iran-war.html
FAQs
What makes a company story compelling enough for an in-depth national media feature?
Long-form features typically need more than a single announcement. Reporters are looking for companies that can help them explore a larger change happening across an industry, supported by credible executives, real-world examples, access and enough substance to warrant deeper reporting.
How does Escalate PR support long-form media opportunities?
Escalate PR’s media relations programs are led by senior-level practitioners who work with clients to develop meaningful reporter relationships and identify stories that warrant deeper engagement. That includes helping clients prepare for extensive interviews, background conversations and the level of access required for more ambitious reported features.
Does Escalate PR specialize in defense and counter-drone technology PR?
Yes. Escalate PR works with companies across defense technology, drones and autonomy, counter-UAS, robotics and other complex technology markets, helping technical companies communicate their relevance to national, business and industry media.