Webinar: Defending the Narrative – Insight-Driven Communications
Defence companies are enjoying strong positive sentiment among the UK public at the moment, but translating that into actionable benefits requires a comprehensive data-driven understanding of what drives public sentiment and how it looks across different audiences.
New polling from JL Partners and Kekst CNC shows that UK public support for increasing defence spending is rising, driven in part by growing attitudes of insecurity about the UK’s position in the world. In 2025, almost half the public report feeling insecure about Britain’s global position, with especially high concerns seen among women, non-graduates, and Reform voters. These perceptions underpin the public’s views on defence and help shape how the industry is seen.
In this webinar, we will translate this polling evidence into the starting point for comms advice.
We’ll explore
- How to anchor communications in the benefits of safety and preparedness in an uncertain world
- how to make that story land emotionally
- What are the high-salience phrases to use with the public
- What is the evidence to take to politicians
- What are the pitfalls to avoid
- Examples of emotionally compelling narratives that maintain support over time
This session will help senior executives, communications leads and marketing professionals think about how to build a data-led communications drumbeat to shape attitudes in defence and continue to engage UK audiences with clarity and confidence.
Express your interest
To express your interest in attending please contact Daniel Townsend.
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