Trust isn’t built in boardrooms or over Zoom. It’s built in the quiet moments. A conversation that lingers, a promise kept, a drink shared between people who still believe words matter. 

In this episode, we explore how the foundations of influence have shifted from handshakes to hyperlinks, and what that means for anyone trying to shape opinion or policy in a world that’s forgotten how to connect.

You’ll hear stories from inside the world of public affairs, where relationships once forged in the late hours of party conferences now play out on screens and social feeds. We unpack why the human side of persuasion still decides who gets heard, who gets trusted, and who gets left behind. Because in the end, every message, every movement, and every bit of influence still comes down to people.

Listen For

6:42 Can you build real relationships online?
9:13 Is polarization killing cross-party lobbying?
12:52 Are autocrats on the rise?
15:00 How is public affairs different from stakeholder work?

16:05 Answer to Last Episode’s Question from Guest Nick Usborne

Guest: Lionel Zetter

Website | X | LinkedIn

Lionel’s new book The Lobbyist

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