Reputation Masterclass

As communications professionals in defence and security, we intimately understand the unique challenges our sector faces. That's why we're investing our expertise, network, and resources to create something truly valuable for our community – Reputation Masterclass 2026.

After years of supporting defence comms and marketing professionals, we've identified consistent challenges that demand innovative solutions. Rather than keep our insights to ourselves, we're bringing together the very best of our network to share knowledge, build capabilities, and strengthen our entire sector.

This isn't a commercial venture – it's our way of giving back. Every penny of profit will be donated to Heropreneurs, turning professional development into meaningful community impact.

Date: 10 February 2026

Time: 09:30 arrival for a 10:00 start – 17:00 finish

Location: Farnborough International Exhibition & Conference Centre

CPD points: 10 CIPR CPD points

Dress: Business casual

Food: Lunch and refreshments included

Watch last year's talks here.

Building on the success of last year's programme, our 2026 agenda will feature enhanced content, new speakers, and fresh perspectives on the most pressing issues facing defence communicators today. We'll also have more content for Government communications teams.

Stay tuned for announcements about our keynote speakers and expert panels.

09:00 – 09:30 
Networking & welcome tea and coffee 

09:30 – 09:40 
Welcome and introduction to the day 

09:40 - 10:30 
The PR-media partnership: what both sides need to succeed 
A balanced exploration of the PR-journalist relationship in defence communications. This panel examines what PRs need from journalists and what journalists need from PRs, with practical insights for building mutually beneficial working relationships across specialist, trade and national media.

• Larisa Brown, Defence & Security Editor, The Times
• Sam Cranny-Evans, Calibre Defence News
• Kristina Anderson, Director of Media Relations, BAE Systems
• Lindsay Compton, Canny Comms
• Chair: Philip Ingram, Security Journalist

10:30 – 11:15 
Frontline communications: UK Government priorities 
Insider perspectives from military communications teams on their top priorities, messaging strategies, and how industry can better align stories and press releases with defence needs. 

• Commodore Andrew Ashfield-Smith, Deputy Director of Communications, UK Ministry of Defence
• Alanah Donnell, Director of Media and Communications, Royal Air Force (RAF)
• Alix Vonk, Deputy Director Communications and Influence for the Royal Navy
• Chair: Alex Griffiths, Canny Comms

11:15 – 11:30 
Networking break 

11:30 – 12:00 
Making the complex clear: technical storytelling for defence communicators 
A masterclass on technical storytelling approaches for defence and security communications, focusing on making complex technology accessible to diverse audiences through practical frameworks and case studies. 

• Lindsay Compton, CEO, Canny Comms

12:00 – 12:45 
Social value: reputation, communications and marketing impact 
Exploring how social value initiatives shape reputation and create compelling communications narratives, with focus on authentic storytelling, community engagement and measuring social impact in the defence context. 

• Quincey Ankrett, Executive Director at e50k Strategic Advisory
• Victoria Petkovic-Short, Managing Director, apt marketing & pr
• Chair: Philip Ingram  

12:45 – 13:30 
Lunch break

13:30 – 14:10 
Campaign case studies: successes and lessons learned 
Quick-fire campaign case studies from both MOD and industry communicators, sharing real-world examples with honest insights about what worked, what didn't, and practical takeaways.

• MOD: Colonel Ben Walters, Assistant Head DDC Strategy (Army and EuroAtlantic), UK Ministry of Defence
• Industry: Helena Holden, Canny Comms

14:10 – 14:40 
Beyond the hype: using AI safely and effectively in defence communications 
Exploring how AI is transforming marketing and communications in defence, with focus on practical, security-conscious applications, risk management and real-world implementation. 

• Tim Butler, CEO, Innovation Visual
• Neil Smith, Deputy Head DDC Strategy and Plans, UK Ministry of Defence
• Davs Howard, Technical Director, Major Digital
• Chair: Helena Holden

14:40 – 14:55 
Afternoon break 

14:55 – 15:40 
Event PR and media: maximising impact at major defence events 
Strategic insights on maximising media coverage and marketing impact at major defence events, from international air shows to cyber conferences. Understanding event-specific strategies, standing out in saturated environments, and measuring ROI. 

• Georgia Pickering, Managing Director, CMS Strategic
• Freya Lewis, Head of External Communications, ADS Group
• Ross Palmer, Deputy Head DDC Campaigns, UK Ministry of Defence
• Matthew Davies, PR & Engagement Officer, Royal International Air Tattoo
• Chair: Philip Ingram

15:40 – 16:10 
Closing keynote: MOD perspective 
A punchy closing keynote from a senior MOD communications leader, providing strategic insights and future direction for defence communications. 

• Commodore Andrew Ashfield-Smith

16:10 – 16:15 
Closing remarks