Reputation Masterclass 2026

Reputation Masterclass 2026

Mastering reputation in defence and security

Join us on 10 February 2026 at Farnborough International Exhibition & Conference Centre for the first masterclass focused on managing reputation in the high-stakes world of defence and security communications.

Reputation Masterclass 2026 is designed to equip you with the tools, strategies, and insights needed to thrive in a complex and evolving landscape, whether you're in the private sector or working in the UK Ministry of Defence.

When & where

• 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

Why attend?

In today’s unpredictable climate, managing public perception and protecting organisational reputation in defence and security is more critical than ever. This masterclass, guided by top industry leaders, is designed to deliver actionable insights and hands-on strategies for managing reputation risks and engaging stakeholders.

Why is Canny Comms organising this conference?

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

After years of supporting defence comms and marketing pros, we've seen the same challenges arise time and again. 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 community impact.

Pricing

Standard rate: £250 + VAT

Discounted rates:

1. Canny Comms clients: £175 + VAT (30% discount)
2. ADS Group members: £200 + VAT (20% discount)
3. Make UK Defence members: £200 + VAT (20% discount)
4. CIPR members: £225 + VAT (10% discount)
5. MOD: Complimentary (email us info@canny-comms.co.uk to add your name to the list, and we will advise who has been successful in January 2026) 

Contact us for the relevant discount code: info@canny-comms.co.uk  

Spaces are limited.

Agenda

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.

• Chair: Philip Ingram, Security Journalist
• 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
  

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.

• Chair: Alex Griffiths, Canny Comms
• Commodore Andrew Ashfield-Smith, Deputy Director of Communications, UK Ministry of Defence
• Alanah Donnel, Director of Media and Communications, Royal Air Force (RAF)
• Abigail Cullen, Head of Army Communications and Engagement, British Army
  
• Alix Vonk, Head Royal Navy Comms, Royal Navy

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.

• Chair: Philip Ingram
• Quincey Ankrett, Social Value Expert, Founder of e50k consultancy
  
• Victoria Petkovic-Short, Managing Director, APT Marketing

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.

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

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.

• Chair: Philip Ingram
  
• Georgia Pickering, Managing Director, CMS Strategic
• Freya Lewis, Head of External Communications, ADS Group
• Matthew Davies, PR & Engagement, Royal International Air Tattoo

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, Deputy Director of Communications, UK Ministry of Defence
  

16:10 – 16:15
Closing remarks