Dual use technology is having a moment. The majority of today’s in-demand technologies (AI/ML, autonomy, cyber, UAS, deep tech, satcom, etc.) attracting interest from DoD – as well as private equity and venture capital investors – can legitimately be defined as “dual use” with civilian and military applications.
There are also transformational efforts underway with acquisition reform that may benefit dual use technology firms. Breaking Defense coverage of a draft Pentagon memo suggests some historical barriers for non-traditional defense tech brands may be easing. For example, the memo calls for broader adoption of commercial/alternative processes that don’t default to onerous Federal Acquisition Regulation (FAR). Translation: dual use firms’ days of maintaining separate financial systems may be ending.
As of the end of July, VC firms had invested nearly $12 billion in 161 defense tech companies worldwide, eclipsing the full year level of investment just three years ago. An increasing number of events are focused on growing dual use opportunities in this space, such as a DCA Live CapitalCapital event in December that will draw dozens of tech leaders and investors in the space, including SAIC Ventures, Veteran Ventures, ABS Capital, UltraTech, DCode and IQT.
And as one expert said, dual use today isn’t “arms control dual use” (missiles vs tractors), it’s “Silicon Valley speed + Pentagon missions”. Geopolitical conflict – notably Russia’s war on Ukraine – has put a spotlight on defense tech and provided a real-world proving ground for dual use technologies. A confluence of additional forces are also accelerating momentum, including:
- An Administration and DoD seeking technology iteration at the speed of commercial sector innovation
- Emerging domains and initiatives such as space tech and Golden Dome where geopolitical strains exist
- Signals that US government is more open to working with startups and removing historical procurement barriers for non-traditional contractors
- The desire to reduce foreign dependencies and ensure adequate domestic production by strengthening the supply chain
- Technology innovators eyeing a larger total addressable market (TAM) in defense that has historically been out of reach due to high barriers to entry.
Bottom line: in the last year, tens of billions in private capital went to companies whose tech can sell into both defense and commercial. But if you are a non-traditional government contractor, cracking into this lucrative TAM isn’t just about having the technology defense agencies need. They need to know you have the technology; and know this technology – and your brand – is capable of enabling mission success.
PR for dual use technology providers is increasingly critical to reach the right decision makers with the right message at the right time. This blog post will focus on 6 key ways strategic public relations can help dual use firms build brand awareness and business opportunities across military and civilian markets.
Thought Leadership and Newsjacking To Build Brand Awareness & Differentiation
With a stated goal through DIU, AFWERX, NSIC and other programs to draw in more non-traditional suppliers (i.e. commercial-first startups), the opportunity is there for commercial-first startups and innovators. To capitalize, dual use firms must change the odds of becoming a sought-after brand from ‘needle in a haystack’ to ‘hippo in a haystack.’
Because the non-traditional defense tech behemoths like Anduril, Shield AI, Palantir, Applied Intuition, Epirus and others are sucking up a tremendous amount of mindshare, funding and contracts. And that’s a challenge: for lesser-known brands and those that have made a name for themselves in commercial but are relatively unknown across US public sector. Because as of May 2025, nearly 18,000 dual use tech scaleups were operating across NATO countries.
With defense and space budgets expanding, hundreds of startups now compete for the same visibility. Thought leadership and newsjacking help space tech brands punch above their weight by tying their expertise to trending narratives—from satellite resiliency to AI-enabled situational awareness.
Dual Use Technology Thought Leadership
Earned byline articles in key defense and public sector outlets associates your brand with challenges agencies currently face and provide a roadmap on how to leverage dual use technologies for mission success. Thought leadership affirms your organization has the subject matter experts who understand the current state of DoD business, and communicates a sense of “we’ve done this before” from soup to nuts, implementation through deployment and
Dual Use Technology Newsjacking
For emerging defense tech brands, your absence from articles covering core areas of focus is conspicuous. For those that know your brand, reading articles, listening to podcasts and radio segments, etc., to see your competitors referenced can chip away at brand credibility. For those who don’t know your brand, it’s a missed opportunity to provide expertise as news developments occur.
Keys to Brand Elevation
- Own a narrative: Align your thought leadership with DoD priorities such as OneGov, Golden Dome, and C-UAS innovation.
- Contribute to trend coverage: Reporters constantly seek credible sources. Becoming one positions your company beside primes and policymakers.
- Leverage the geopolitical lens: The Russia-Ukraine conflict underscored the power of commercial space; linking your brand to lessons from real-world operations builds credibility.
- Demonstrate functionality over hype: Brands that showcase real-world performance and data stand out.
A disciplined brand building strategy not only earns coverage—it signals to investors and program managers that your firm understands the mission landscape and can deliver where it counts.
Press Release and Announcement Strategy—Create News, Not Noise
The default move – and mistake – defense tech firms make is trying too hard to tell, rather than show. Press releases and announcements made simply to create the illusion of activity have the opposite effect of generating noise that potential customers, partners and investors will quickly tune out.
Announcements should be tangible with a tight narrative that courses through each press release. Stakeholders should come away understanding how each piece of corporate news fits in with past, present and future announcements.
It is important for defense tech firms – especially those that count investors as a core stakeholder group – to have enterprise value top of mind with press releases. What does that mean? Think about all of the assets and differentiators of your organization – customers, case studies, contract wins, key new hires, culture, partnerships, awards and events – and that to maximizing enterprise value requires as much balance as possible across those areas.
Proving Dual Use ROI When Customers Can’t Speak
Military leaders and program managers seek “doer” brands with a proven track record. That can be difficult for emerging defense tech brands to communicate, but not impossible if messaged properly.
Dual use becomes an advantage when commercial applications have tangible ROI that can be shared. “Show don’t tell” is the guiding mantra for defense tech leaders. Take dual use AI providers: In recent commentary, Gokul Subramanian, senior vice president of engineering at Anduril Industries, went so far to speak to the benefits of an approach whereby “…the government prioritizes prototypes, demos and competitions that prove AI-enabled capabilities before award.”
Absent referenceable case studies, align defense tech PR messaging to prevailing DoD narratives:
- Your technology is “plug and play”. DoD seeks pre-integrated technology stacks and products and services that play nicely in the sandbox with others. More than that, dual use providers must show and tell how their offerings can seamlessly adapt into DoD networks, processes and applications. Dual use can’t just be an empty promise; use PR to communicate how and why it will work seamlessly in defense environments.
- Your commercial work de-risks government investment. If your dual use brand has a thriving commercial business, that reduces the risk for DoD from a continuity and brand credibility standpoint.. Separately, if you can share commercial success stories , communicate how that success can replicate for defense applications.
- Anonymized customer stories can work with data. Government clients rarely provide public endorsements, and early-stage firms often lack measurable ROI. You can describe genericized versions of implementations (“a leading defense agency” or “a satellite-tracking program”), but traction will be hard without some degree of performance metrics, testing results, or imagery.
- Build PR around “DoD world” demonstrations. Use prototypes and pilot projects as narrative proof of capability, or create demonstration environments that effectively mirror likely use cases.
LinkedIn-Centric Social Media Strategy
LinkedIn is the dominant B2G and investor discovery platform. Defense tech executives, venture partners, and DoD officials increasingly use it for research and relationship building.
Execution Framework
- Executive visibility: Regular posts from executives and SMEs on industry trends, test milestones, and lessons learned humanize the brand.
- Amplify earned media: Share every article, speaking slot, and award with concise context and visuals.
- Micro-thought leadership: 150–300-word insights tied to current events (key initiatives, procurement reform, commercial-military partnerships).
- Visual storytelling: Use imagery from demonstrations, labs, or simulations—professionally shot but authentic.
Consistency is key. A steady LinkedIn cadence transforms one-off PR wins into a persistent presence that keeps your brand in contracting conversations.
Leverage PR Early in the Contract Pursuit Process
Many defense tech brands wait until a solicitation drops before investing in visibility. By then, it’s too late.
Integrate PR into Capture Strategy
- Market Mapping: Identify agencies and primes aligned with your capability and start sharing relevant insights months before RFPs. For firms with low/no awareness, this is essential; you can’t play catch up when competing against established brands.
- Message Alignment: Frame content around the outcomes those agencies seek—speed, proof points, innovation.
- Relationship Nurturing: Media coverage provides social proof that reassures contracting officers and primes considering partnerships.
- Momentum Signaling: Regular PR demonstrates growth, stability, and seriousness of intent—key in risk-averse procurement environments.
PR at the pre-RFP stage turns your brand from an unknown vendor into a known quantity. It shortens credibility cycles and influences teaming decisions.
Awards and Speaking Opportunities—Visibility That Signals Credibility
Awards programs and conference stages validate your innovation in the eyes of contracting officers, primes, and investors.
Strategic Targets
- Defense & space-specific awards: e.g., SpaceNews Awards, Aviation Week Laureates, AFCEA Technology Excellence.
- Investor & innovation summits: Seraphim Space Camp, Space Symposium, DoD Innovation Unit forums.
- Earned media from the win: Each award or panel slot can be repurposed into LinkedIn posts, news releases, and website badges.
Winning or even being shortlisted says your company meets industry benchmarks and can execute. Thoughtful award pursuit is both a PR asset and a trust accelerant.
If you are a dual use technology firm seeking to grow brand awareness to secure defense contracts, reach out for an initial conversation on how strategic public relations fits into your broader marketing efforts.
