Can we fix it? According to Rachel Reeves, there’s always a reason to say no, but businesses think differently

This week, we brought together key energy, transport and industry players with national media to discuss the intersection of infrastructure, growth, and reputation. Across three core themes – the government’s growth agenda, the sector’s reputation, and the role of devolution – we explored how businesses can effectively communicate their role in shaping the UK’s infrastructure.  

Government agenda: Policy, growth, and business confidence  

With the government’s renewed focus on driving growth – exemplified in Rachel Reeves’ speech yesterday, and the push for infrastructure investment – there is cautious optimism among businesses. However, companies are still looking for clear, actionable plans before making long-term commitments. Media can be effectively used by government and businesses alike to inspire and drive forward infrastructure:  

• Big projects like planned Heathrow expansion are under scrutiny. While planning approval may be granted within this parliament, tangible progress will take decades. Breaking projects into clear stages and telling each phase’s story is key to maintaining community and political buy-in. 

• Joe Biden’s Inflation Reduction Act was referenced as a strong example of government intervention inspiring business confidence. The UK needs similar clarity in its economic and infrastructure strategy and this needs to be communicated on a macro, as well as micro, level.  

• Regulatory uncertainty remains a concern, particularly around approvals and planning processes, which can be commercially strenuous. Clear messaging on the prize that can be unlocked will be key here.  

Perceptions, challenges and opportunities  

The infrastructure sector has both legacy reputational challenges and new opportunities to shape public perception.  

High-profile stories such as Thames Water’s financial struggles and HS2’s delays can create a contagion effect, affecting trust in the infrastructure sector.  

Businesses need to go beyond economic arguments and communicate the human and social value of infrastructure projects.  

Media narratives are shaped by compelling stories – journalists want to hear about people, innovation, and tangible benefits, not just numbers.  

Regional impacts and local narratives  

With the government’s commitment to devolution, national infrastructure narratives must adapt to local perspectives and priorities.  

Economic disparity between London and the rest of the UK remains a key media focus. Businesses operating outside London should highlight regional investment, job creation, and community impact.  

Skills shortages – particularly for in-demand roles or under-profiled trades – need more visibility in media and government discussions. Projects should emphasise local employment, training programmes, and long-term workforce development to garner support.  

What businesses need to know about engaging with the media  

Our roundtable provided valuable insights into what makes a strong infrastructure media story and how businesses can better engage with journalists:  

• Human stories matter – Journalists are more likely to cover infrastructure projects when they feature real people, personal journeys, and the benefits to a community.  

• Access to CEOs and decision-makers – Regular engagement, background briefings, and personal relationships with journalists are vital for raising profile and being the “go to” voice for a story. 

• Clear roadmaps and tangible milestones – Companies should outline short-term wins alongside long-term ambitions, making it easier for media to follow progress and open opportunities for coverage – as well hold to account.  

• Use corporate reports creatively – corporate milestones such as annual reports or financial results aren’t just tick boxes, they can be used to shape narratives on growth, innovation, and sustainability.  

• Be persistent – Stories often fade quickly from national headlines. Businesses should consistently communicate their progress, ensuring long-term media engagement, and utilise trade media relationships to continue beating the drum on important issues. 

• Leverage data but tell a compelling story – While investment figures are important, they need to be framed in a way that resonates with a broad audience.  

Final thoughts  

The infrastructure sector is at a critical juncture. Government ambition is high, but businesses must actively shape the conversation to secure investment, public trust, and regulatory certainty.  

For companies looking to enhance their media presence:  

• Think beyond numbers – tell human stories.  

• Be transparent and proactive in media engagement.  

• Align your messaging with government priorities but maintain your stance.  

As one leading national correspondent put it: “There’s no magic bullet, but if you have a good story to tell, you will know, and the media will listen.”  

Please contact rachelford@wacomms.co.uk if you would like to discuss how we can help shape and amplify your media strategy.