The New Era of Defense Tech Growth
Venture capital and private equity funding into defense technology startups has surged. Recent coverage in the Washington Business Journal pointed to eight-figure raises and a fourfold increase in deal flow for defense technology startups as investors respond to the current administration’s push to modernize acquisition and bring in non-traditional defense contractors.
The momentum is clear:
- Shift5, Rune Technologies, and Hydrosat have secured new funding.
- America’s Frontier Fund and Veteran Ventures are raising aggressively.
- Established primes are actively scouting startup partners and, in some cases, investing directly.
For emerging defense tech brands, this is a sizeable but not indefinite window to get noticed by the Department of Defense (DoD), capture contracts, and convert wins into sustained growth. But one truth stands out: going quiet is not an option.
Strategic B2G public relations (PR) and marketing are no longer nice-to-haves—they are mission-critical tools to build credibility, reach decision makers, and accelerate enterprise value.
4 PR Priorities for Defense Tech Startups
1. Build a Recognizable Brand with Agencies and Primes
The DoD isn’t a single customer—it’s a network of agencies, branches, and decision makers, each with different objectives. FedPulse reports that 44% of agency leaders now have less than 10 years of experience in government (up from 34% last year). This turnover is a challenge for entrenched primes—and an opportunity for startups.
PR helps new entrants punch above their brand weight by:
- Crafting clear, relevant messaging aligned with each branch or unit’s priorities.
- Showcasing agility, cost savings, and innovation as differentiators over legacy contractors.
- Positioning startups as credible, responsive partners ready to deliver.
At the same time, defense tech upstarts often seek to build brand awareness with prime contractors. you need to demonstrate that the partner – often larger – needs you as much as you need them. Patrick Tucker at Defense One hit on this narrative in an article earlier this month, reporting on how traditional, established defense contractors are actively seeking to partner with startups and innovators building/delivering technologies of need. And in many cases not just partner, but invest.
Yes, they can hunt for hidden gems, but founders and brands already communicating to market through PR and marketing how they are building pioneering technologies – and demonstrating traction and results when possible – will draw the greatest interest and teaming options.
2. Align with DoD Priorities: OneGov, Golden Dome, and C-UAS
DoD priorities are shifting fast:
- OneGov is consolidating procurement across IT, infrastructure, and professional services.
- Golden Dome has become a magnet for branding and marketing activity, with contractors of all sizes creating landing pages, campaigns, and senior-level roles focused exclusively on pursuing opportunities.
- Counter-drone (C-UAS) innovation is being fast-tracked in response to global conflict.
For startups, thought leadership, newsjacking, and narrative alignment with these initiatives signals readiness and relevance.
3. Demonstrate ROI and Real-World Capabilities
Pentagon leaders, primes, and investors all demand proof. According to Maggie Gray and Pat O’Reilly with Shield Capital, startups win when they can show their work through:
- Real-world performance data
- Customer success stories and case studies
- Competitive advantages in speed, cost, or technical superiority
- Transparent pricing and clear procurement timelines
For A&D corporations to recognize they need a defense tech startups product or services, they need to understand how it can help them penetrate new markets, fill gaps with existing capabilities, and differentiate from competitors. “If a corporation believes that it can win additional business in an expanding market by using a startup’s product, it will likely be more tolerant of risk in adopting a new product. For example, defense corporations may be more likely to work with a new vendor like Apex Space in competing for Golden Dome contracts (a growing DoD market segment which will require them to quickly deploy more satellites to space) as Apex enables their customers to acquire satellite buses much more quickly than other commercial providers.”
For younger firms without customer references, visual demonstrations, prototypes, and ROI-driven storytelling can bridge the credibility gap.
4. Use PR to Build Enterprise Value
Defense tech PR is not just about contracts—it’s about enterprise value creation. Going back to 2024 and even before that, I wrote on how more attention was being given to the growing number of senior Pentagon officials leaving for positions at B2G-focused venture capital and private equity firms that invest in defense tech startups.
These trendlines have only accelerated in the months that have followed. Building enterprise value through PR and marketing means highlighting all core aspects of your organization – technology, people, contracts, market potential – to ensure target stakeholders understand its value.
Effective PR signals value to all stakeholders—DoD program managers, primes, investors, and media—through:
- Compelling announcement narratives
- Awards, speaking slots, and earned media
- Case studies and performance data
- Social media amplification and executive thought leadership
The Bottom Line for CXOs and Marketing Leaders
For defense technology startups and growth-stage firms, the opportunity is now. The convergence of DoD demand, investor enthusiasm, and prime contractor partnerships creates a historic opening. But to seize it, B2G PR must be treated as a core business strategy—not a secondary marketing function.
PR isn’t about hype—it’s about:
- Credibility with decision makers
- Visibility in procurement conversations
- Momentum with investors and primes
- Enterprise value creation
Those who embrace this approach will be the ones on the radar when the next DoD program, contract vehicle, or acquisition round opens.
If you are a defense tech brand looking to seize contract opportunities and stand out from competitors, we’d love to hear from you. Give us a holler at contact@lustigstrategies.com
