Stories that Sell: Strategic Communication for Defense Companies

In Defense, telling the right story to the right audience can be the difference between winning business and driving adoption, or being an also-ran.

But in a maze of regulation and fierce competition, crafting a compelling narrative that cuts through the noise to reach and resonate with decisionmakers is no easy feat.

This exclusive 6-session virtual course will arm you with AFFORDABLE battle-tested strategies to:

• Cut through the clutter and resonate with key decision makers

• Navigate the complex regulatory landscape while telling a powerful story

• Leverage the right channels to maximize your message's impact

• Create content that's not just compliant, but truly compelling

• Ace media interactions and elevate your executive presence

Some of the things you'll emerge with include:

• A framework to help you build a winning narrative

• Actionable advice on how to tell compelling stories in a highly regulated environment

• Hands-on media training that will help you effectively tell your story in multiple high-pressure situations

Best of all, these methods are proven to work!

The course is led by a former Prime contractor communications executive who has used these tools to win billions in new business.

But don’t just take it from us – here’s what a client has to say:

"Mike's experience with startup CEOs and deep understanding of business dynamics make him the ideal instructor. As a client, I've seen how his strategic communications expertise and storytelling skills drive results. His course will equip aerospace and defense leaders with essential tools to effectively engage and influence their audiences."

Michael Bettua, CEO, Volan Technology

Act now - space is limited.

Full Course Overview:

Part I: How to build a story that resonates (2 sessions)

Session 1: Aligning Story to Audience

At the end of this session, you will have the tools you need to build a strategic messaging architecture, which is the foundation for breaking through the noise and successfully Communicating with your customer. Topics we cover include:

• External factors (the customer, the environment and your competitors)

• Determining your value proposition

• Elements of a good Defense architecture

• Why some Defense architectures fail… and how to ensure yours doesn’t

As homework, you will use the frameworks and techniques covered in class to create a messaging architecture for your company or product. This will set you up for a hands-on workshop in the next session.

Session 2: Messaging Workshop

In this interactive workshop, we will dive into the messaging architectures you developed as homework. By discussing best practices and sharing peer feedback, and exploring some of the unique considerations of the Defense market, you’ll have the opportunity to refine your own approach and leave with a more polished framework that will guide your storytelling going forward.

Part II: Operating in a regulated environment (1 session)

Session 3: Moving from Compliant to Compelling

Even the Primes occasionally struggle with the balancing act between navigating the Department of Defense’s complex regulatory landscape and effectively communicating their capabilities and values. 

In this module, we'll cover the compliance requirements (i.e., how to avoid saying something that will get you fined, imprisoned or in hot water with the customer), and how to effectively navigate the system so you can get your message out in a timely manner. Topics we cover include:

• Developing effective strategies to effectively convey important information about your organization while staying well away from classified boundaries.

• Understanding the impact of International Traffic in Arms Regulations (ITAR) & Export Administration Regulations (EAR) on what you say, and how you say it.

• Gaining insight into the DoD's process for approving the release of information and learning how to effectively work within these established procedures.

• Understanding how the Primes tend to approach announcements by their subs, and tips on ways to more effectively navigate that relationship.

Part III: Where to tell your story (1 session)

Session 4: Surveying the Defense Ecosystem

At the end of this session, you will have a broad overview of key Communications channels that you can use to get your message out. We'll quickly tour the Defense Communications landscape, covering:

• Earned Media: Key aspects of the Defense and National Security media landscape, what drives news, and how coverage can impact policies and procurement.

• Owned Media: The role of assets you own entirely, like your website, webinars and newsletters, in reaching decision makers and key stakeholders.

• Shared Media: The role of social media in defense discussions, with attention to security considerations.

• Paid Media: Advertising trends, and what advertising can, and can’t do for DefTech companies

• Third-Party Channels: Where and how third parties, like Think Tanks, fit into the procurement and policy puzzle.

• Trade Shows and Events:  We'll explore the hidden dynamics of defense tradeshows, discuss strategic considerations for participation, cover critical pre-show planning, and examine various engagement options to maximize your return on investment.

• Integration: We’ll bring it all together to help you weave these various elements into a cohesive strategy.

Part IV: How to tell your story (2 sessions)

Session 5: Telling Great Stories

At the end of this session, you will understand the key principles of creating compelling content in the defense industry, building on the messaging architecture developed in Sessions 1 + 2. Through analysis of real-world case studies, we'll explore what cuts through the clutter and captures your audience's attention -- regardless of the format. Topics we cover include:

• How to put the customers (and your audience) first in your communications content.

• Understanding what makes something "newsworthy" in defense vs. something that really doesn't rise above the threshold.

• Non-gimmicky ways to create news and engaging content.

• Common traps and mistakes – things you should never do.

Session 6: Intro to Media - Telling your story LIVE and in the hot seat

At the end of this session, you will have a foundational understanding of effective media interactions in the defense industry. This session will give you an initial grasp of how to prepare for and engage in productive press interviews.  Topics we cover include:

• Key principles of effective communication in defense industry media

• Techniques for staying on-message and handling tough questions

• Strategies for navigating sensitive topics without compromising security

This session is designed to provide a starting point for your media engagement skills. While not a comprehensive media training, you'll walk away with actionable insights that will help make your interactions with the Defense press more successful.