Differential Communications is an award-winning PR agency built for the outdoor and adventure industry. We turn product stories into coverage in the publications that move your market.
We specialize in the outdoor and adventure space — and only the outdoor and adventure space. That focus earns our clients coverage in hard-to-reach publications.
Strategic media relations that land coverage in outlets like Motor Trend, Outside, Car and Driver, Popular Mechanics, and Gear Patrol. We pitch stories, not press releases.
We build and manage influencer partnerships across hunting, fishing, overlanding, and motorsport communities — from product seeding to long-term ambassador relationships.
From intimate product drives to multi-day overland expeditions, we create experiences that give media and influencers stories worth telling. See: Overland Invitational.
Brand messaging, product positioning, and launch strategies informed by deep industry knowledge and real competitive intelligence.
Data-driven share-of-voice tracking and competitive benchmarking that shows exactly where your brand stands and where the openings are.
When things go sideways — recalls, bad reviews, social media flare-ups — we provide strategic communications counsel to protect your brand.
We measure success in coverage, share of voice, and real business impact. Here's what that looks like across three very different clients.
When Bridgestone launched into the all-terrain tire segment, they had world-class product but virtually no presence in the adventure and overlanding conversation. Diff Comms built and executed an earned media strategy that included product reviews, multi-day media drives, and influencer partnerships across outdoor and automotive communities.
Over four years, we grew Bridgestone's all-terrain share of voice from 3.2% to 28.5% — competing head-to-head with category incumbents who had decades of brand equity. Our Firestone Destination launch program earned industry recognition with a national award for excellence in earned media.
Read Full Case Study →Roofnest came to Diff Comms as a growing direct-to-consumer brand competing against Thule-owned Tepui and iKamper. We built and executed a multi-year PR strategy that placed Roofnest in LA Times, Rolling Stone, Popular Mechanics, Gear Patrol, Travel + Leisure, and hundreds of other publications.
Over six-plus years, we secured 895 media placements with overwhelmingly positive sentiment (68% positive) and generated $130 million in ad value equivalent — helping Roofnest grow from niche player to category leader.
Read Full Case Study →DECKED needed consistent, high-quality media coverage to match their fast product expansion. Diff Comms built a PR program that earned placements in Popular Mechanics, Forbes, Motor Trend, Gear Junkie, and The Inertia — spanning automotive, outdoor, and lifestyle audiences.
In one year, we grew DECKED's media footprint from 13 articles per quarter to 82 for the full year — a 530% increase. The 2023 program generated $10.6 million in AVE with a 91% positive sentiment rate across 1.15 billion unique visitor impressions.
Read Full Case Study →We've earned our clients coverage in the publications that matter most to their customers.
Full-length product features and reviews in one of the most prestigious publications in the country — the kind of placement most outdoor brands never reach.
Coverage that positions our clients beyond the outdoor niche and into the broader cultural conversation — reaching audiences that category media alone can't touch.
Head-to-head product comparisons, long-term reviews, and feature stories that put our clients' products in front of the most engaged automotive audience in the market.
A multi-day, invite-only overland expedition that brings together brands, influencers, and creators for authentic content gathering — with a mission to protect public lands. Since 2016, we've led expeditions through some of the most remarkable and threatened landscapes in the American West.
Brands get authentic, high-quality photo and video content from real overland expeditions — not studio shoots. Influencers and creators capture content that cross-pollinates across brand channels.
Three days on the trail with brand leaders, engineers, and top creators in the outdoor space. The kind of relationships that don't form at trade shows.
Every expedition highlights threatened public lands and includes engagement with indigenous communities and conservation stakeholders. We go to these places because they matter.
"Diff Comms scouted a safe, fun-filled and historical off-road route through the Bighorn Mountains. It was a well-organized and unforgettable experience."— Blake Titus
"One of the sickest off-road/overland trips I've been on."— Heimana Reynolds, Park Skateboarding World Champion & US Olympic Athlete
Differential Communications was founded by Nick Jaynes, a journalist-turned-publicist who spent years on both sides of the media equation before building an award-winning PR agency focused exclusively on the outdoor and adventure industry.
That background — as a working automotive journalist, documentary filmmaker, and lifelong overlander — means Diff Comms understands what media actually want, how influencer partnerships should work, and what authentic storytelling looks like in this space.
We're based in the Pacific Northwest with partners across North America and Europe, serving clients from boutique adventure brands to Fortune 500 companies.
"The folks at Diff Comms are experts at their craft. They're knowledgeable, resourceful, real-life adventurers who authentically understand the space and players within it. They've been instrumental in helping us get our off-road and overland strategy off the ground, and we're glad to have them as counselors and collaborators at Bridgestone."Davis Adams, Director of Communications — Bridgestone Americas
"What separates Diff Comms from other agencies is their willingness and ability to deploy their suite of skills on marketing campaigns. We regularly utilize their deep industry expertise to our competitive advantage."Dave Rogers, VP of Marketing — Roofnest
"Working with Differential Communications has been a pleasure. They've made all the difference with the amount of editorial we have garnered over the past year. They have suggested a course of action, and we have also directed what we wanted in terms of placement. Both of which have paid massive dividends to our organization."Keith Munemitsu, VP of Marketing — Leitner Designs
"Not only did Diff Comms reach the audiences we were targeting, they exceeded that and reached a global community. You want a comms team that understands the why, when, and how of the market and ultimately puts your product and company in front of the customer. Differential Communications totally nails that."Scott Taylor, President — Mammoth Overland
New business, media inquiries, or Overland Invitational partnerships — reach out.
[email protected] →