Public Affairs Meets Broadcast: A Q&A with Louis Wiszniewski

• Congrats on your new role at Broadcast Revolution. Can you tell me a little bit about the purpose of the Strategic Corporate & Public Affairs team at BR? 

Broadcast Revolution’s Corporate & Public Affairs (CPA) team is our targeted broadcast proposition for organisations operating in politically sensitive, highly regulated, or reputation-critical environments. We help clients influence the public and political agenda by translating complex policy, regulatory or stakeholder issues into broadcast-ready narratives.

In practice, that means strategic broadcast planning, stakeholder-aligned messaging, and securing high-value placements that cut through in a crowded news cycle. The focus is not “more coverage.” It’s the right coverage, at the right moment, that supports outcomes, whether that may be shifting understanding, building credibility, applying pressure safely, and protecting reputation when scrutiny is high. 

• Why is Broadcast so important for brands and agencies in the Public Affairs space?  

Broadcast is where public affairs issues become real for mass audiences. It forces clarity because airtime is scarce, and if you cannot land your point in a short answer, you often lose the moment and the narrative moves on. It also drives engagement in a way most formats do not, with live discussion, reactive follow-ups, and social amplification pushing issues from “policy detail” into public conversation quickly.

It also brings a trust advantage that matters in public affairs. Our recent Broadcast Report showed us amongst people who use TV news weekly, trust scores are strongest for major broadcasters: Channel 4 is rated highly for trust by 72% of regular users, Sky News (71%), BBC TV News (68%), ITV News (68%), and Channel 5 News (67%). When you are asking the public and decision-makers to take an issue seriously, that credibility is a major asset.

And the reach is still substantial. Around 70% of UK adults use TV for news, and 74% use at least one public service broadcaster for news. ITV1 is now one of the most-used single news sources across all platforms, and the BBC remains the most widely used news provider overall. In short, broadcast still combines scale with legitimacy in a way few channels can.

Regional activations are also frequently underestimated, but they can be disproportionately powerful. They give you real-world case studies, credible local voices, and clear accountability angles. Done properly, regional coverage is often the route to building momentum, proving the story, and then scaling it into national conversation.

• How has your background in Westminster working in the Office of Janet Daby MP influenced your passion for specialising in this area?

Working in Westminster gave me a practical view of how decisions get made, and who really matters in the chain between an issue being raised and a response being delivered. It also reinforced that a “community-first” outlook tends to create the strongest outcomes because it anchors the story in impact, not just process.

That experience now shapes how I advise clients: understanding stakeholder pressure points, anticipating where resistance will come from, and building messaging that can hold up under scrutiny from journalists, politicians, regulators, and the public at the same time. It is a blend of political literacy and broadcast realism, making sure what we say is both accurate and deliverable in live formats. 

• What BR projects inspired you to focus on this role?

There were a few pieces of work this year that particularly highlighted to me the value of having advocacy-led, impact-driven projects amplified across the media landscape. 

Our work with VM02 focused on mobile data access for people experiencing homelessness or those who cannot afford connectivity. It showed how broadcasting can humanise an issue that might otherwise be treated as abstract or technical. In this instance, lack of connectivity affected access to online banking, the ability to apply for job applications, and support services from local governments. 

We also entered our 4th consecutive year working closely with the excellent charity, R;pple Suicide Prevention. As this is a cause quite close to my heart, the work of the team, which largely consists of volunteers, is a constant inspiration! Activations around Veterans Day and targeted reactive commentary on children’s online safety highlighted how sensitive, high-stakes topics need careful broadcast handling. 

• Where are Public Affairs Consultants missing opportunities? 

Three areas that have come up repeatedly.

Fear of controversy in interviews causes many organisations to hold back from broadcasting their views, even when they have strong and well-considered policy positions. This reluctance creates a vacuum that limits influence and slows momentum. The recent decision to reverse cuts to business rates relief for pubs, following sustained and visible pressure from landlords, industry groups and even Labour MPs, demonstrates how broadcast engagement with clear messaging and undisputable figures leads directly to real impact. With proper preparation and message discipline, interviews are not a high-risk exposure but a powerful tool one that amplifies credible voices and turns public visibility into tangible policy impact. This isn’t to say controversy is the only way to enact change; rather, it’s the willingness to engage publicly that creates momentum and is often the catalyst that turns private concern into public action. 

Taking a one-size-fits-all view of broadcast. Broadcast is not one homogenous space: each outlet has its own editorial instincts, audience expectations, and tone. Even within the same station, individual programmes can differ completely in how they approach a topic, what they consider “news,” and the kind of guest and language that will land. That is why it is often unwise to write off an entire outlet based on one show or one previous experience. The better approach is programme-level targeting, matching the story, spokesperson, and message style to the format that will carry it best.

Fixating on a single stakeholder group. Policymakers might be the primary target, but they are rarely the only one that matters. Shareholders, industry experts, the wider public, and sometimes internal stakeholders can all be decisive in shifting the context around a decision. Broadcast allows you to reach multiple layers at once if you plan for it.

• What’s the best way to get in touch? 

The best way to get in touch is via email, so please do email me at louis@broadcastrevolution.co.uk.

As many of us will undoubtedly know, there are occasions in which media coverage simply isn’t feasible or appropriate. Having said that, a clear understanding of what success looks like for organisations allows us to support in achieving this.