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& 3D Robotics


3D Robotics

3DR took advantage of the top talent from the drone industry as DJI started to shed employees from the US offices. PRIME|PR was brough it to help quickly build brand awareness for the launch of the company’s first commercially available drone.


Increase in Media Coverage


New Business Added

About 3D Robotics

3DR is an American company situated in Berkeley, California, that makes enterprise drone software for construction, engineering, and mining firms, along with government agencies. Prior to 2016, the company designed and marketed commercial and recreational unmanned aerial vehicles.

The Challenge

Due to a legal battle between DJI and DJI NA, the company’s North America subsidiary was closed and all DJI operations went to China. Colin Guinn then joined fledgling US drone manufacturer 3D Robotics to lend his celebrity and thought leader status, as well as marketing contacts. Colin Guinn immediately contacted PRIME|PR to tap our expertise and media relationships in order to take share of voice from DJI in the North American market.

PRIME|PR Strategy

Given the extreme market share dominance of DJI at the time of 3D Robotics’ official launch, PRIME|PR recommended a full press tour with publicity stunts to garner as much attention as possible.

We worked an intense messaging session to develop differentiators that really separated 3DR from DJI and helped to secure narratives the company could own and build upon.

After the messaging and comms plan were created, PRIME went to work creating the perfect website and a set of videos that showed the power of the company’s new products.

Once the media coverage started to roll in and the company built a large following, PRIME implemented a set of digital services campaigns to help boost online sales and create immediate revenue generation.

Before a company can tell the right story to the right people, strategic messaging must be completed to ensure we are working with the right narrative from the start.


Digital Services
Understanding the difference between social engagement and social influence is key when targeting your audience and getting them to act. We focus on strategic opportunities with influencer programs, paid promotions and content marketing.

Marketing without lead generation is comedy, while sales without lead generation is tragedy. We have spent the last twenty years building a system that gets you in the door with decision makers. We utilize our own CRM system called The Marketing Insider that also has full marketing automation capabilities – all free to PRIME | PR clients.

Media Relations
Earned media is the main goal of a strategic PR campaign. At the heart of our business are the relationships we’ve built with editors and reporters across the past 20 years. We call, they listen.


Even though DJI had claimed 80% of the US share of voice and top leader status, PRIME|PR was able to level the share of voice between DJI and 3DR in a short eight month timeframe. Prior to PRIME|PR’s engagement, 3DR was perceived as a research-focused firm with no real viability in the consumer market and no real product focused media coverage. In the eight month engagement, 3DR’s brand changed to be recognized as the top competitor to DJI and the only company capable of stealing strong market share.


Increase in Media Coverage


Ad Equivalency


New Employees


New Government Contracts


Client Gains


Chris Anderson

“I was not a fan of public relations, viewing it as an unnecessary expense — until I met PRIME|PR. They showed us the power of solid, strategic PR.”

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Whether you just need a quick PR-related question answered, an unbiased review of a press release, a sounding board for whether your pitch should be offered to everyone or as an exclusive – PRIME|PR is ready to help.

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At PRIME|PR, we understand that selecting the right public relations partner is crucial for your business. To help you make an informed decision, we’ve compiled a list of frequently asked questions tailored to the overall industry and specifically to our agency.

Answer:  At PRIME|PR, we have extensive experience in technology and B2B industries, successfully representing a diverse range of clients from start-ups to Fortune 100 companies. Our team of experts stays up-to-date on industry trends, ensuring we have the necessary knowledge and expertise to effectively represent your company. Our founder, Nicolia Wiles, was a Gartner analyst before starting PRIME|PR and has some of the best tech expertise f any PR professional today.

Answer: This is one of the most important questions to ask any PR firm. Unlike other firms that have different bills rates for staff according to title/position, we use a single bill rate of $150/hour for everyone that works on your account – but one of the biggest differences for our firm is that we have no junior staff, so you always work with someone with at least 15 years experience (which is typically $400+/hour at other firms).

Answer: This is one of the most important questions to ask any PR firm. Unlike other firms that have different bills rates for staff according to title/position, we use a single bill rate of $150/hour for everyone that works on your account – but one of the biggest differences for our firm is that we have no junior staff, so you always work with someone with at least 15 years experience (which is typically $400+/hour at other firms).

Answer: In almost every client engagement, we start with foundational messaging to ensure you are telling the right story to the right people. We’ll then update all marketing material (including your website) and create a 12-month Communication Plan that we’ll use as a tool to make sure we are building your brand in the most effective way possible. We’ll then create individualized monthly plans that we’ll use to prioritize activity together – this also ensure that everyone from the CEO down knows exactly what is happening, what to expect and how to judge success each month.

Answer: Absolutely! We are proud of our track record and are happy to share case studies and examples of successful campaigns we’ve executed. Our portfolio showcases our strategic approach to public relations and demonstrates our ability to deliver results. Our Case Study page provides some immediate examples.

Answer: We measure success by assessing various data metrics, such as media coverage, audience reach, and impact on brand reputation. We work closely with our clients to set realistic expectations and strategic KPIs custom to their individual pain points and goals. We use multiple software packages to track everything from media engagement to sales.

Answer: Our strong media network is one of our core strengths. We have established relationships with key journalists, influencers, and other relevant media contacts, enabling us to secure valuable coverage for our clients. Prior to starting PRIME|PR, Nicolia Wiles was an analyst at Gartner and created strong relationships with media that contacted him for intel, making him a true resource with media.

Answer: PRIME|PR offers a wide range of services, including media relations, social media management, and event planning. We are committed to customizing our services to meet your company’s unique needs and requirements.

Answer: We value open and transparent communication with our clients. Our preferred methods of communication include regular email updates, phone calls, and in-person or Zoom meetings. We are always available to handle urgent situations any time of day.

Answer: We are happy to provide client references upon request. Our clients can attest to our professionalism, working style, and the results we deliver. We believe their testimonials offer valuable insights into our performance as a PR partner. Immediate testimonials can be seen at our GMB page.

Answer:  Our team at PRIME|PR is committed to seamless integration with your existing marketing and communications efforts. We develop strategies for collaboration and coordination, ensuring a cohesive and effective approach to achieving your goals. We work best with a client when we have an integrated team approach where we are part of the team vs a PR vendor. We are often brought on as interim CMO and marketing departments for companies that have not yet expanded those roles.