Patrick Brightman - 10/08/2026
Summary
A leader in the aerospace + defense and commercial wireless markets re-branded to reflect a new corporate vision focusing on meeting a market evolution emphasizing solutions that are smaller, more capable, and economical. Working in collaboration with the in-house marketing team, 3E PR developed and implemented a public relations campaign. The goal was to raise awareness of the new name and position the company’s technologies as solutions that best met the new market dynamics.
Challenge
Spectrum Control re-branded to highlight its transformation from a components manufacturer to a solutions provider that can help prime contractors meet a new era in defense and aerospace. To effectively address these new rules, Spectrum Control introduced a Direct RF platform that integrated digital and analog capabilities. Both of those capabilities had been traditionally developed separately by two distinct engineering teams.
A key factor was to have the market re-think decades of engineering in which analog and digital were designed in silos. Additionally, Spectrum Control had to position itself as the partner of choice while overcoming the novelty of its new name.
Strategy
The 3E PR team worked closely with the Spectrum Control marketing team to develop messaging that would resonate with the target market. A public relations campaign was developed based on those messages. The company’s executive leadership, who had decades of industry experience, the market conditions that were forcing a new approach, and the technologies Spectrum Control was developing to meet the industry needs were key points. It was essential that the campaign aligned with content on owned media, including the website and social media, to create a consistent and cohesive message.
Implementation
With the foundation in place, 3E PR launched the campaign that incorporated:
Custom media databases – we created segmented editorial lists so that we could tailor distinctive messages that would connect with the editors’ specific audiences.
Media outreach – The 3E PR team pro-actively contacted editors to pitch executives for exclusive interviews, as well as tailored product/technology narratives that met the outlets’ editorial focus.
Additionally, 3E PR created an editorial forecast report by reviewing the editorial calendars of the relevant media outlets. Spectrum Control was included in articles that were relevant to their solutions and technologies in part because of this approach. The forecast report also included award opportunities to help position the company and its new technologies as industry-leading.
News releases – Strategic press announcements were crafted and distributed to all outlets. Our approach developed a consistent stream of relevant product introductions and development of new technologies, all with a market impact story angle.
Contributed articles – The media outreach resulted in a series of opportunities to write by-line and similar contributed features. The articles centered on industry trends, technical innovations, and new products/platforms.
Results
The campaign generated 70+ editorial placements that had nearly 10 million impressions. Included in the placements were:
- 2 Executive interviews
- 3 Technical articles
- 2 Product features
- 2 Industry awards