In defence, secrecy has long been seen as a strength. The logic is simple: sensitive technologies demand discretion, and lives may depend on confidentiality. But as Europe’s security environment shifts, that old logic no longer tells the full story. In fact, silence can now be a liability.
At DEFCOM ONE, we believe defence companies need to communicate—not recklessly or theatrically, but strategically and responsibly. Because in a crowded market, in a contested information space, and in a sector facing talent, trust and visibility challenges, communication is not a risk—it’s a capability.
There’s a growing debate across Europe: should defence startups stay under the radar or step into the public eye?
Some voices argue for discretion. After all, high-impact defence technologies often operate in classified domains. Governments value silence. Adversaries exploit publicity. And many investors still associate public exposure with operational risk.
But in reality, the ecosystem has changed. As Flavia Levi, a deeptech investor at Join Capital, recently said: “It’s no longer enough to be quietly competent; you must thoughtfully communicate why your solution matters.”
The European defence sector is no longer niche. It’s growing fast—with hundreds of new entrants building dual-use or military-grade systems. Startups are fighting for attention, credibility, and trust from buyers, allies and governments. And in that context, staying invisible is rarely a winning strategy.
The truth is: if you don’t explain who you are, someone else will do it for you.
Defence companies must take control of their narrative—not through hype, but through clarity. They must show why they exist, who they serve, and how they are helping protect Europe’s security, democracy and infrastructure.
This isn’t about being loud. It’s about being clear, credible and present.
At DEFCOM ONE, we help founders and public institutions do exactly that. Our role is not to turn defence into theatre. It’s to develop secure, disciplined, and effective communications strategies that align with operational realities and public responsibility.
Communicating in defence isn’t just a branding exercise. It enables concrete business outcomes:
If your company is building critical systems for Europe, it’s not enough to be technically excellent. You need to be recognised as credible, reliable, and secure.
And that only happens when you communicate.
We understand why some companies hesitate. At DEFCOM ONE, we come from the world of OPSEC, PERSSEC, and classified operational environments. We’ve run PsyOps campaigns. We’ve advised ministries. We know when to speak—and when not to.
But being security-aware does not mean being silent. It means communicating with control. It means aligning internal, external and governmental messaging. It means choosing channels wisely, briefing teams thoroughly, and executing with discipline.
The defence sector has long suffered from a gap between action and narrative. Our mission is to close that gap—without compromising security.
Startups can lose momentum when they go quiet. We’ve seen it time and time again: a promising company wins a hackathon, gets early traction, then disappears under the weight of its own secrecy. Partnerships stall. Procurement officers look elsewhere. Investors move on.
That’s why we work closely with business development, governmental affairs, product, and leadership teams to ensure that communications actively support broader business goals. This interdisciplinary approach is part of our DNA—what we call a combined arms strategy for influence.
When the message aligns with the mission, everything moves faster.
We are not a conventional agency. We’re a team of veterans, strategic comms experts, and defence media professionals. One founder served in Germany’s psychological operations unit. Another advised the Ministry of Defence on information warfare. A third ran Germany’s largest military newspaper.
We know this space. We know what’s at stake. And we know how to communicate with integrity in a world that increasingly demands it.
In defence, credibility matters. But credibility isn’t earned in silence. It’s earned through clear, consistent, and strategic communication—grounded in values, security, and purpose.
The age of quiet competence is ending. We are entering an era where defence companies must not only build well, but speak well. And for that, they need the right partner.
DEFCOM ONE is that partner.
