Bospar’s Strategic PR Ignites Media Coverage for Wildfire Detection Solution Provider
Wildfires are increasing in frequency and intensity amid climate change. These events can lead to loss of life and property, adversely impact human health and the environment, exacerbate existing affordable housing crises throughout North America, increase the risk of flooding two to five years after a wildfire and affect agriculture, employment and the insurance markets.
Dryad Networks has groundbreaking technology that meets the moment. The company’s pioneering IoT network of sensors is capable of detecting wildfires at their earliest stages. Early detection is extremely valuable because when it comes to fighting wildfires, speed is critical.
Challenge
Yet despite its game-changing solution, and the fact that wildfire seasons have been intensifying globally, the business-to-business solution provider was operating in relative obscurity.
In a market heavily focused on post-disaster recovery rather than proactive prevention, the company needed to educate media and the market about the life-saving potential of early detection, explain how its solution enables that and emphasize the many resulting benefits.
The company called on Bospar to build awareness of and reshape public and industry perceptions about proactive solutions, and position it as a global leader in wildfire prevention.
Our B2B PR plan defined three core objectives:
- Establish market leadership: To position the company as the premier innovator in IoT wildfire detection, we aimed to secure placements with top-tier media.
- Educate and inspire action: The strategic PR plan also set out to promote wildfire prevention as a critical solution through thought leadership and storytelling.
- Drive business outcomes: We also aimed to use the power of public relations to increase visibility with investors, partners and policymakers to drive collaboration and adoption.
Strategy
We did extensive research to shape the PR strategy and PR activities. Our in-depth analysis of wildfire prevention and IoT technology sectors, examining competitor strategies, media coverage trends and funding patterns, revealed a significant gap: The market was focused on post-disaster recovery, giving little attention to proactive, preventative solutions. This insight allowed the PR team to position the client as a leader that was changing the game in addressing wildfires.
Bospar conducted a media landscape audit of wildfire-related media coverage, identifying key journalists and media outlets as well as trending topics that were molding public opinion.
By studying reports from environmental organizations, wildfire impact studies and public commentary, we identified key audience groups: policymakers, environmental NGOs, technology adopters and communities that were vulnerable to wildfires. This guided our storytelling, ensuring it resonated with news media and each segment’s priorities and concerns.
The Bospar team of PR experts crafted a press release plan and leveraged the client’s news and trending new developments to reach out to top-tier publications, environmental outlets and technology verticals with compelling angles, including the growing global wildfire crisis, the economic and environmental benefits of early detection, and real-world case studies. We supported our narrative with compelling statistics, visuals and success metrics, and we offered key media targets exclusive interviews with the client’s CEO and subject matter experts.
Meanwhile, our content creators crafted press releases to trumpet the client’s news about new technology launches, key partnerships and successful pilot projects. Our media experts strategically timed news to coincide with wildfire seasons and relevant global events. Bospar’s veteran team of writers also crafted a suite of thought leadership materials, including client-bylined articles showcasing the company’s expertise in leveraging technology to combat climate change. The pitch team placed these articles, which provided in-depth insights into the science behind wildfire detection and its broader implications for sustainability and public safety, in leading trade publications covering climate- and tech-centric solutions. That helped to ensure that the messaging reached policymakers, environmental advocates and decision-makers.
Additionally, we supported media partnerships and appearances at high-profile industry events, such as environmental tech summits and wildfire prevention conferences. This created the opportunity for the client to engage directly with media and other influential stakeholders and positioned the company to extend its reach through earned media coverage of the events.
Campaign Results
The strategic PR campaign delivered outstanding results across earned media, thought leadership and visibility metrics – and solid business results. That included an impressive 182 media placements in such top-tier media outlets as Bloomberg (William Ralston reporting), Business Insider (Erin Greenawald reporting), CNN, The Economist, Forbes (Brian Freedman and Indrabati Lahiri reporting), US News & World Report and WIRED. Bospar’s media outreach also yielded a long list of segments on local media stations across the U.S. and Canada.
The needle-moving media coverage – which spanned international, trade and environmental publications – achieved a total reach of 1.1 billion and resulted in the client’s share of voice increasing 333% in the third quarter of 2024, making it No. 1 among competitors in its category.
Bospar’s work creating and pitching thought leadership articles led to the publication of the client-bylined piece in Environmental News Network. Our collaboration with the client also helped them win and amplify the 2024 Life-Saving Solution of the Year recognition.
The increased coverage and visibility contributed to the client’s record-breaking 2024 growth, which included the addition of more than 20 international partners to its reseller network, the adoption of its solution in 50 additional wildfire-prone regions and two new 2025 contracts.
“Partnering with Bospar has been a key factor in our PR success. Their expert team consistently delivers great results with strategic PR efforts that have significantly amplified our brand visibility, securing high-profile media coverage globally. Bospar’s proactive, results-driven approach has elevated our position as a leader in wildfire detection technology.”
— Ben Jones, head of marketing, Dryad Networks
About the author
Nick Yacenko is an Account Supervisor at Bospar. His experience has brought him to different walks of the public relations industry, from B2B technology such as HR Tech, APIs, cyber security, web3, AI and SaaS to consumer products, lifestyle, travel, and celebrities. His experience includes publicizing pink pineapples, dartboards, waterparks, ski resorts, and top actors, athletes and artists. He has also honed his craft in analyst relations, securing countless client briefings. Nick earned his bachelor’s in Communications and his master’s in Communications and Media from Rutgers University. He resides in Northern New Jersey with his fiance and their two kittens, Mango and Simon.
