Communication, a powerful weapon for the aerospace and defence industry

In the dizzying progress of the 21st century, the aerospace and defence industry has become a fundamental pillar for the development and security of nations. Its technological innovations and major projects have a direct impact on the progress of humanity, from space exploration to the protection of borders and the guarantee of world peace. However, despite their undisputed importance, companies in this sector have historically faced challenges in the field of communication.

The aura of secrecy and confidentiality surrounding the aerospace and defence industry has been a key factor limiting their willingness to communicate. Commonly associated with highly classified and security-intensive projects, these companies have preferred to maintain a discreet and reactive profile, keeping their achievements and contributions to society in the shadows. In the case of Spain, there is also a certain complex about the different governments talking naturally about military spending or the need to increase defence investment. However, in a global context characterised by hyper-connectivity, responsible and strategic outreach is a pressing need to improve its reputation and public relevance.

The lack of proactive and effective communication has created an information vacuum that has sometimes been filled by speculation and misinformation. Public perception of these companies has been negatively affected, sometimes relegating them to a position of distrust or even questioning. In addition, this has led to the omission of the important social and economic benefits that the aerospace and defence industry brings to society. So what can a good communication strategy bring to these companies and to the sector?

Transparency and public trust: strategic communication is essential to build public trust in the aerospace and defence sector. In an environment where the activities of these companies can be opaque to the public, transparency becomes even more important. Through appropriate disclosure of information, companies can show their commitment to integrity and accountability, building trust among citizens and stakeholders.

Disclosure of societal benefits: As mentioned above, companies in this sector often contribute significantly to technological and scientific progress, as well as to the economic and social development of a country. Communicating these benefits is essential for the public to understand the importance of investment in this sector. From the origin of the Internet, to the creation of GPS or improved satellite connectivity, to advances in space medicine and environmental protection, companies can highlight how their activities benefit society at large.

Education and vocations: appropriate communication by companies in the sector can be a key instrument to inspire future generations and foster scientific and technological vocations. By promoting educational programmes, partnerships with universities and the dissemination of innovative achievements, companies can spark young people's interest in STEM careers, thus helping to develop highly skilled talent and securing the future of the sector.

Crisis management and public perception: Strategic communication is also essential in crisis situations. Aerospace and defence companies, like any other industry, can face challenges and controversies. In such cases, transparency and the ability to communicate openly can help manage the situation more effectively, avoiding the spread of rumours or misinformation. Proactive and transparent communication can minimise negative reputational impact and strengthen trust in the company.

Geopolitical influence and international relations: Companies in this sector not only operate domestically, but also engage in international collaborations and joint projects. Proper communication is essential to forge strong and transparent relationships with international partners, overcoming language and cultural barriers. Moreover, effective communication allows Spain to position itself as a relevant player in the aerospace and defence field, increasing its geopolitical influence and strengthening its image globally.

In short, strategic and effective communication is a unique opportunity for these companies to highlight their achievements and projects without compromising national security. This will allow them to show society the positive impact this industry has on people's daily lives and future. It is time for companies in the sector to recognise the importance of communication as a powerful tool and to commit to transparency, accountability and proactivity in order to improve their reputation, build a positive image and reaffirm their role as key players in the scientific and technological progress of the 21st century.

Valvanuz Serna Ruiz

Managing Partner of PROA Comunicación