Turning NLM Photonics into a Recognized AI Photonics Industry Leader Through PR and GEO
For emerging technology companies, technical innovation alone is not enough to drive market recognition. By combining strategic media relations, analyst engagement, thought leadership, and GEO, Caster helped NLM Photonics build credibility, increase discoverability, and establish a leadership position in one of the fastest-growing sectors of the AI ecosystem.
89 earned media placements
36 media and analyst interviews secured
Coverage across 63 publications
Industry event briefings coordinated at OFC and ECOC
Approach
NLM Photonics entered the market with breakthrough silicon-organic hybrid photonics technology capable of addressing one of the most pressing challenges facing AI infrastructure: increasing network performance while reducing power consumption. Despite its innovative technology and strong technical validation, the company had virtually no public profile and had never had a formal public relations program.
As competition intensified across the AI networking, optical communications, and photonics sectors, NLM needed a strategy that would elevate its visibility, establish credibility among industry stakeholders, and position the company as a leading voice in the rapidly evolving AI photonics market.
Over the course of 12 months, Caster successfully transformed NLM Photonics from a largely unknown startup into a recognized voice within the global photonics industry.
NLM Photonics develops cutting-edge organic electro-optic modulation technology transforming data centers, AI, communications, and quantum computing. Their patented organic electro-optic (OEO) technology enables higher bandwidth and lower power consumption while requiring minimal process disruption, helping solve critical challenges in efficiency and sustainability. Built on over two decades of research and development, NLM’s material science breakthroughs will enable the next generation of high-performance communication.
The Strategy
Caster developed an integrated earned media and Generative Engine Optimization (GEO) program designed to build both traditional media awareness and AI-powered search visibility.
Rather than relying solely on product announcements, Caster transformed highly technical research, academic papers, testing results, and validation data into compelling stories tailored for journalists, analysts, investors, and industry audiences.
The program included:
Strategic media relations targeting semiconductor, photonics, AI, and networking publications
Executive thought leadership positioning for CEO Brad Booth
Contributed articles focused on AI infrastructure, optical networking, and data center innovation
Analyst relations and briefing programs
Podcast appearances and executive Q&A opportunities
Event-based media outreach around major industry conferences, including Optical Fiber Communications Conference and Exhibition (OFC) and European Conference on Optical Communications (ECOC)
GEO-focused content development centered on key industry search topics
To support discoverability across both traditional search engines and AI-driven platforms, Caster built a content ecosystem around high-value topics including AI data center power consumption, silicon photonics, optical networking, and hybrid organic electro-optic technology.
Results
62.4 million monthly potential impressions
Over $577,000 in advertising value equivalency (AVE)
Significant growth in traditional media visibility
Stronger positioning across AI-driven search platforms and LLM-generated results
Recognition as a leading authority in organic electro-optic photonics and silicon-organic hybrid photonics technologies
Today, NLM Photonics is consistently recognized as a leading voice in conversations surrounding AI networking, optical interconnects, and next-generation photonics solutions, demonstrating how an integrated PR and GEO strategy can accelerate awareness and industry leadership for deep-tech innovators.