Setting the agenda: how universities can regain control of the narrative

• Chair: Laura Davies, Director of Communications, Marketing and Student Recruitment, Cardiff University / Prifysgol Caerdydd

• Seb Gordon, Director of Communications, Universities UK
• Speakers from Stonehaven and Public First

As the role, value and actions of UK universities are being called into question like never before, this session explores the development of a sector-wide strategy to improve perceptions. Hear insights from Universities UK and our partners on how the sector can rebuild public trust, influence policy and secure the sector’s future through meaningful reform.

Speakers to include:

• Nicola Rawlins, Deputy Chief Operating Officer, Sheffield Hallam University

First impressions count - and for many students, the confirmation and clearing period is their first real interaction with your institution. How can you reinforce your institution’s brand values from offer through to arrival? This session looks at the impact of every touchpoint on long-term perceptions - from tone of voice to operational smoothness - and how to get it right when it matters most.

Speakers to include:

• Eamon Deeny, Director of Strategic Communications, Queen’s University Belfast

Crisis or chronic? This session will explore how universities can define, manage, and recover their reputation in the face of both acute incidents and longer-term challenges. Whether responding to sudden tragedies or ongoing reputation-threatening issues, institutions must strike a balance between transparency, empathy, and strategic decision-making. We’ll look at how to communicate effectively under pressure, manage stakeholder expectations, and protect trust. The session will consider the difference between crises and issues, and how responding to both can fit into a broader, long-term reputation strategy.

Speakers to include:

• Dr Paul Gentle, Academic Director, Invisible Grail 

League tables continue to shape public and political perceptions of universities, influencing prospective students, media narratives, and internal strategy. This session will explore the reputational impact of rankings, offer approaches for responding to fluctuations, and discuss how institutions can proactively communicate their strengths in ways that go beyond the numbers. We’ll look at how to contextualise performance, engage internal and external audiences with nuance, and use rankings as a springboard for wider storytelling about institutional identity and impact.

• Chris Havergal, Editor, Times Higher Education

What makes an award submission stand out? This session will explore how to craft compelling, evidence-led applications that resonate with judges - balancing data with narrative to showcase success. We'll discuss how to frame achievements, communicate impact clearly, and align with judging criteria, while also considering how the awards process can boost internal morale, celebrate staff contributions, and enhance sector recognition.

• Michael Head, Head of Academic Advocacy & Allison Stratford, Associate Director Corporate Communications, University of Southampton
• Joan Concannon, Director of External Relations, York Festival of Ideas
• Professor Kene Igweonu, Provost of London College of Communication, University of the Arts London
• Dr Michael Knowles, Associate Dean (Learning and Teaching), School of Computing, Engineering and Digital Technologies, Teesside University

Explore how partnerships can transform regional perception and help universities tell a powerful, place-based story of relevance and impact. 

This session will feature case studies highlighting how universities are strengthening their regional presence and reputation through strategic local engagement. From empowering academics to share their research more widely, to forging creative partnerships that align with regional economic priorities, these examples will explore how universities can build meaningful local connections, influence policy, and demonstrate real-world value.

• Chair: Laura Davies, Director of Communications, Marketing and Student Recruitment, Cardiff University / Prifysgol Caerdydd