The aerospace and defense industry is one of the most highly technical and precise industries in the world. So, working with a PR agency that does not focus on aerospace just won’t fly. We worked with big players like Lockheed Martin on a story about the development of a drone and robotic inspection technology for the F-35 Lightening fighter jet. We also worked with Boeing on an article to reduce waste from scrapped fasteners. A project that saved the company up to $70m dollars a year. We also represent tier 1 and tier 2 suppliers, as well as startups in the industry.
We have developed a niche within the aerospace and defense industry writing feature articles, and getting those published, as essentially contributing writers, for top-tier trade publications. This allows you to control the entire process and the content that gets published. In fact, our feature articles have been published over 10,000 times in major trade publications and have been read by over 250 million people worldwide.
By taking this approach, you can get one article published 10-15 times (or more). The aforementioned F-35 story published over 30 times.
Rankin PR in Space City, USA
What was the first word spoken on the moon? It was Houston… “Houston, Tranquility Base here. The Eagle has landed.” Or at least that is how the story goes, and who are we to stop telling a good story?
Well, when it comes to aerospace PR you just can’t get any closer than Rankin PR. We are located within 2 miles of NASA’s Johnson Space Center, and right in the heart of a rapidly growing aerospace region in Houston.
Why partner with Rankin PR for your aerospace PR
- Guaranteed media placements
- Build credibility, brand awareness, and shorten sales cycles
- Leverage the articles for content on all other digital channels
- Maximized media coverage due to our access and established relationships with the media
- Almost zero time and effort required from you and your team
Here is a sample of a recent article featuring the
F-35 and Lockheed Martin
The F-35 Lightning II is an all-weather stealth combat aircraft that is intended to perform warfare strike missions and electronic surveillance capabilities at speeds up to 1.6 Mach. Composites comprise 35% of the airframe weight, with the majority being bismaleimide, as well as some carbon nanotube-reinforced epoxy – which has a tensile strength of approximately 100 times greater than steel. Any deviations in external dimensions can interfere with stealth capabilities, and at supersonic speeds, prove catastrophic to both plane and pilot.
Therefore, it is critical that the “as built” metrology is confirmed as “near perfect” to the design. Currently, inspection is done by hand at Lockheed Martin’s production facility in Fort Worth, Texas. Gantries are assembled above the craft and workers use handheld scanners extended at arm’s length. This manual process introduces variables and also puts workers at risk as they attempt to straddle the smooth contoured surfaces of the aircraft.
In an attempt to generate faster results, while increasing accuracy and safety for all involved – factory worker, customer and user – the transition to digital inspection is required. Read the full story here.
Rankin PR knows aerospace public relations
We work with the editors in the aerospace and defense manufacturing world on a daily basis. That keeps us in the ‘know’ about what type of content they are looking for, what they will and what they won’t publish.
The public relations strategies we offer are tailored specifically for companies in the aerospace and defense sectors. With our team’s experience and expertise, you can rest assured that your company will be able to present itself in the best possible light when it comes time to publish articles. Our articles promote you while also engaging with your target audience.
Content that keeps on giving
Our content has amazing residual value for companies that work in aerospace. Unlike an advertisement that has a limited run, our feature articles stay online forever, essentially.
Plus, the trade publications are where aerospace engineers go first for research. According to a recent report, these are the top 5 places aerospace engineers go to research solutions:
- Digital publications – 74%
- Online training – 49%
- Vendor websites – 47%
- News aggregators – 37%
- Social media – 36%
The articles that publish in digital trade publications also provide high domain authority backlinks. This is worth more than water in the desert. Of all the SEO tricks used to get your site ranking higher, there are few things more important than backlinks. These links on other websites that direct traffic to your site are the most valuable tool in increasing domain authority and search engine rank.
The best way to get them is through earned media.Our earned media program has generated thousands of backlinks for our clients.
Plus, there is really no end to the way the content that we create can be repurposed for sales collateral, advertising, website content, social media campaigns, etc. This alone puts the value of our services at a soaring above the rest.
Launching Aerospace PR Stories
“A good PR story is infinitely more effective than a front-page ad.” — Richard Branson
When you use feature articles as a way to promote your aerospace business, you go beyond just establishing yourself as an industry leader. You build awareness, credibility, and generate sales leads. You can also use them to differentiate your product offerings and lay out your value proposition.
Please just leave out the typical sales or marketing hype language. Instead develop content that is insightful, educational, and disruptive. That way these articles can raise your visibility, improve your company’s reputation, and even shorten the sales cycle.
Give it a try… Or ask us to help.
Brand awareness is why you need aerospace PR
A common question in the aerospace industry is which is more important, innovation or marketing? While both are important, every day innovative companies go out of business because no one knows the exist. That is why brand awareness is always step one. If people do not know you exist, then you’re DONE!
So, then the question you should be asking is: “what is the best way to build brand awareness?” And the answer is actually pretty obvious. You want to be everywhere your prospects are looking.
Here’s where you can make a huge impact. Create a positive association between your brand and your target audience. When they think about reliability, quality, or safety, they should think of you. When you think about, ‘how do we do that?’ You should think of us.
Your goal should be to stay “top of mind” with your potential customers. But let’s face it, no one wants you emailing or calling them daily (or even weekly) just to “follow-up.” The key to staying in front of your target audience is content. Insightful, educational and even disruptive content.
Everyone loves a story
Storytelling is an unbelievably powerful aerospace PR tactic. Why? Because nothing sticks in your head like a story. Have you ever watched a great movie and just couldn’t stop thinking about it, sometimes for days?
How great would it be if you wrote a story about one of your successful projects and hundreds, or even thousands, of people got that story stuck in their head?
That would be an incredible brand boost!
Developing a roadmap to aerospace PR success
The reason people are moving their marketing dollars to aerospace PR is because it’s what your customers are looking to consume. In fact, when you create content that delivers real value through thoughtful and beneficial information, your customers will thank you for it. We specialize in providing content that does exactly that.
In turn, our clients are seeing a huge growth of inbound leads.
Where leads enter the sales funnel impacts close rates
Let’s say you could divide your sales cycle in to 10 steps with the 10th step being the close. Now what if you were able to start a prospect on, say step six, seven or even eight. How many more sales would you close? How much more money would you be able to generate?
Educational articles in top-tier trade publications are helping companies do just that. The key though is repetition. One article, in one magazine is not enough.
What you need to do is be generating 40-60 headlines per year. That way people don’t only get exposed to your messaging once or twice, but possibly dozens of times. This is how companies are winning more opportunities.
The importance of targeted media outreach for successful aerospace PR
Forbes, Entrepreneur or The Wall Street Journal are undoubtedly some of the biggest and most trusted publications in the world. Mentions in these publications can really put any brand, person or company on the map. So, it makes sense to want to secure coverage in these outlets.
However, focusing solely on these publications can result in not only disappointment but a complete PR failure. This is because while these publications are great, they may not be the most ideal way to reach your target audience. The truth is 99% of these readers are probably not ideal customers for your business.
On the flip side, there are a number of publications where 80-90% of the readers are perfect prospects. Here is where the ability to determine the right media outlets to pitch to is key.
We have relationships with many, if not most, of these outlets which increases the likelihood of placement more than 80%.