Agenda

Woburn Hall

• Chair: Professor Amanda Broderick, Vice-Chancellor and President, University of East London - slides

• Dr Ted Mitchell, President, American Council on Education (ACE) 

This keynote will offer insights into how US universities have responded to intense political and regulatory pressure under the Trump Administration, and what lessons this holds for UK institutions facing similar reputational and political challenges.

• Professor Bobby Duffy, Professor of Public Policy and Director of the Policy Institute, King’s College London - slides
• Nick McDermott, Director of Communications, Imperial College London
• Dr Ben Bleasdale, Director of Public Opinion, Campaign for Science and Engineering (CaSE)

Public and political narratives around higher education are shifting, from debates on value for money and freedom of speech to questions of economic contribution and social mobility. This session will explore the forces shaping how universities are perceived, including evidence, media coverage, and political framing. Panellists will reflect on what drives trust and credibility in public institutions, and how insights from research and the media can inform strategy and communications to strengthen universities’ reputation.

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UUK Boardroom

• Chair: Jess Lister, Director (Education), Public First - slides
• Seb Gordon, Director of Communications, Universities UK
• Dan Barcroft, Director of Marketing, Admissions, Recruitment and Communications, University of Sheffield - slides
• Deborah Lewis, Director of Advocacy & Engagement, University of East London - slides

As the role and value of UK universities are called into question like never before, this session brings together sector and institutional perspectives to examine what recent research and polling reveal about public attitudes towards higher education. Drawing on UUK’s reputation strategy and insight from across the sector, the discussion will explore how universities are responding to shifting expectations, rebuilding trust, and defining their place in public life.

Woburn Hall

• Chair: Emily Bird, Deputy Director, Public Affairs, Universities UK
• Kirsty Walker, Vice-President (External Engagement), University College London
• Nick Varley, Partner, Crestview Strategy - slides
• Annie Bell, Associate Director, Higher Education, Public First - slides

Universities operate in a political environment where decisions on funding, regulation, and skills policy can have a direct impact on how the sector is perceived. This session will examine the current parliamentary context and emerging pressures, exploring how universities can engage effectively with policymakers to protect and enhance their reputation. Panellists will offer insight into navigating political priorities, maintaining credibility, and ensuring the sector’s value and contribution are understood by decision-makers. 

Woburn Hall

• Chair: Professor Deborah Prentice, Vice-Chancellor, University of Cambridge
• Ted Mitchell, President, American Council on Education (ACE)
• The Rt Hon. Lord Jo Johnson, Executive Chairman, FutureLearn and former Minister of State for Universities, Science, Research and Innovation 

In an era of heightened scrutiny and polarised debate, how can institutions sustain trust and demonstrate public value? This in-conversation session brings together senior leaders to reflect on what it takes to build and protect reputation in complex public environments. Drawing lessons from higher education, speakers will explore parallels between sectors and share insights on strengthening credibility, purpose, and impact. 

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Woburn Hall

• Chair: Vivienne Stern MBE, Chief Executive, Universities UK
• Joan Concannon, Chief Reputation & Stakeholder Relations Officer, University of York
• Jo Kite, Director of External Relations, University of Birmingham
• Christian Cull, Deputy Director, Communications, The Open University - slides
• Tania Rhodes-Taylor, Executive Director, Communications and External Affairs, King’s College London  

How can universities translate the national reputation agenda into meaningful action on campus? In this working session, sector leaders will share how they are building and protecting reputation within their own institutions - from aligning leadership and communications to engaging staff and students as advocates. The discussion will highlight common challenges and offer practical ideas for applying reputation thinking in your own university context. 

UUK Boardroom

• Chair: Seb Gordon, Director of Communications, Universities UK
• David Leam, Chief of Staff, Network Rail
• David Henderson, Chief Executive Officer, Water UK
• Vivi Friedgut, Founder and CEO, Blackbullion - slides

Universities can gain valuable perspective from how other organisations navigate complex reputational challenges. This session examines real-world approaches to building trust, managing scrutiny, and engaging key stakeholders. Participants will consider lessons and strategies that are relevant to the sector, offering senior leaders practical insight for strengthening institutional credibility and influence. 

Woburn Hall

• Chair: Professor Deborah Prentice, Vice-Chancellor, University of Cambridge

• Professor Malcolm Press CBE, President, Universities UK, and Vice-Chancellor, Manchester Metropolitan University
• Professor Elwen Evans KC, Vice-Chancellor, University of Wales and the University of Wales Trinity Saint David and Vice-President (Wales), Universities UK
• Professor Paul Bartholomew, Vice-Chancellor and President, Ulster University
• Professor Penny Macbeth, Director, Principal and CEO, The Glasgow School of Art 

This session explores what can be done at a sector-wide level to enhance the reputation and public trust in UK higher education. Panellists will discuss how universities can work collectively through shared narratives, campaigns and coordinated messaging to strengthen the sector’s voice and visibility. The discussion will consider how a unified approach can amplify impact, complement institutional efforts and demonstrate the collective value of higher education to society. 

• Chair: Professor Deborah Prentice, Vice-Chancellor, University of Cambridge