International defense companies attending the AUSA Annual Meeting for the first time in 2026 likely have a lot of questions about what to expect. Wise Up PR is a leading defense PR agency, and our team has served international defense and technology companies from every corner of the globe, including Australia, South Korea, the United Kingdom, and beyond. We understand that bringing your brand to a different country can be intimidating, especially in the defense sector where the stakes are high, the community is tight-knit, and building credibility is tantamount to driving success.
Read more about our team attending the show here: Wise Up PR’s Team of Defense PR Experts Returns to AUSA 2026
To make the most of your company’s investment into heading abroad for AUSA 2026, this guide serves as a solid primer into the event’s importance for international defense companies, as well as how to make the most out of your PR strategy before, during, and after the event.
Why Does AUSA Matter for International Defense Companies?
While AUSA takes place in the United States Capitol of Washington, D.C., it is very much so a global event that is relevant for international defense companies who already operate in or want to launch into the US market. This year’s show, which takes place over October 12-14, 2026, is expected to bring together 40,000+ attendees, with over 700 exhibits, and representatives from more than 100 countries.
It’s a great event to add to your conference circuit if you’re looking to get closer to U.S. and international defense companies, military leadership and government stakeholders, primes, integrators, international delegations, and defense media all in one place.
Understanding How the US Defense Industry Networks at AUSA
Networking at AUSA requires planning ahead, taking advantage of events on the agenda, and going beyond simply “walking the floor” and checking out exhibitor booths. The event contains a robust agenda of on-site meetings, happy hours, and focused gatherings, and it’s worth checking out what events make the most sense for your company.
Here’s a couple cultural tips to help you make the most of networking at AUSA 2026:
- American networking events tend to have a hard start and stop time, making punctuality key, and also allowing you to really build a meaningful, to the hour networking plan. It’s rare that an event starts late, and it’s also rare that it will continue on very far past the listed stop time.
- Event organizers at AUSA really appreciate timely RSVPs, and some events are RSVP-only. Make sure to research and RSVP to relevant events to your team as early as possible to avoid missing out on securing your spot.
- There will be copious amounts of business cards being passed around at the event. To ensure that you don’t get lost in a stack of paper, try to connect with folks directly on LinkedIn so you can follow up with them over the platform after the show wraps.
- Media tend to have their interview schedules built out 1-2 months in advance. If you want to talk to a specific journalist on-site, your PR agency should be doing outreach well before the show kicks off.
- Confused on how you should greet people on the floor? In American culture, a simple handshake works best and is always well-received.
Making Sure Your International Defense Story Translates to the US Market
If you are planning to share news at AUSA 2026, there’s some important considerations to make to ensure your international defense story translates to the US market. Here’s a few factors that can help you tell your story successfully to US media and stakeholders:
- Give yourself enough time: you should be prepping your launch PR strategy with your agency at least 2-3 months before the official launch date.
- Being prepared to share any US-based partnerships, collaborations, or projects your team has been a part of or performed to date.
- Prepare US-friendly media and marketing materials ahead of time.
- Think of conversation points to bring up networking conversations, media, and marketing assets that tie your company to major US defense trends.
- Have an English-speaking spokesperson on-site that is prepared to talk to media and external stakeholders.
If you want to talk in-depth about the above, Wise Up PR has helped numerous international companies launch into the US media market, whether the launch is tied to a specific industry event like AUSA or a standalone piece of news at a strategic time in the year. See a relevant US launch case study here.
You can also read more about defense PR strategies around AUSA and other defense industry events in a guide here.
Heading to AUSA 2026 from Abroad? Talk to Wise Up PR
If you’re looking for support on how to refine your existing defense PR strategy, or if you’re just getting your PR program off the ground and looking for agency support, the Wise Up PR team would love to speak with you about your goals.
Contact us here today to learn more about how our firm’s deep expertise in the space can help you raise awareness at key industry events like AUSA, and much farther beyond it.