Scottish Government Communications
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The document provides an overview of the Scottish Government Communications Directorate. It outlines the directorate's goals of positioning the Scottish administration as a model government that effectively communicates and engages with audiences. It aims to be the top public sector communications team, providing expert advice and support through agile, responsive, and creative work. The document also describes a typical day in the communications team, which involves media monitoring, meetings, briefings, planning, evaluations, and more. It notes the key relationships with policy officials, ministers, special advisers, and media. Events like sudden decisions, natural disasters, or terror attacks can trigger the opening of the government's resilience room.
Scottish Government Communications
- 1. Scottish Government Communications Fiona Wilson Head of news
- 2. Communications Directorate Position the Scottish administration as a model of a communicating Government, delivering the Scottish Governments Purpose by supporting everyone in the organisation to engage effectively with and influence audiences, helping Scots make informed choices and to understand the positive role of Government in their lives. We aim to be, and be seen to be, the top public sector, full service, joined up communications team, providing expert advice and support; agile, responsive and creative, with the experience, skills and tools to innovate and lead in a challenging and rapidly changing environment.
- 3. Context Award Winning teams Our Bosses The Constitution International Reach
- 4. ot ac nu mm C o What most people think we do i i
- 5. ot ac nu mm C o What we actually do i i
- 6. Communications Directorate Stakeholders News Public Corporate Marketing Media Comms Comms Policy Digital PR SPADs International Mkt agencies marketing Ministers NDPBs Scottish Government strategic objectives
- 7. SG Communications Around 90 staff across Marketing, PR, News, Digital, Corporate Comms and Support services News teams grouped around Ministerial portfolios eg Health virtual teams with all disciplines Moving towards cross-cutting, flexible, issue based working eg Referendum
- 8. 06.45 Media Monitoring Team arrive 09.15 Morning meeting 11.00 Daily Briefing for Parliamentary journalists 12.00 FMQs (Thu) 13.30 Lunchtime news 17.30 Duty Officer starts 18.00 Evening News c vr es r uoh 42 10.30 Scotland Tonight 11.00 Newsnight Scotland A Day in the Life of Communications i
- 9. Typical Day if it exists! Morning meeting - what are we doing, anything running that affects that/rebuttal Ministerial visits/press conferences Daily briefings to political journalists Forward Planning meetings Policy/Stakeholder discussions Recces, news releases, tweets, updating web, evaluation, social media monitoring
- 10. Continued Foreign engagements/Trade missions Produce film shows/Design an App Present behaviour change evaluation to Ministers Staff events and stakeholder engagement Evaluate tenders/Sign off campaigns with Ministers Develop new web pages with digital agency
- 11. Key Relationships Policy Officials Ministers Special Advisers Media NDPBs/Agencies
- 12. Knocked off course Sudden events or decisions Ash clouds Extreme Weather Terror attack Many things can trigger the opening of our Resilience Room - SGoRR
- 13. ot ac nu mm C i i o Questions?
Editor's Notes
- Mention awards won CIPR and Marketing STAR awards Position in terms of who our masters are were civil servants to serve any party Constitutional change key aim of this administration, across all portfolios and now taking its place on the international stage Stakeholders / other NDPBs from Commonwealth Games and Olympics, to health services, from Creative Scotland to Police Authority we work with policy in China, US, Brussels our audience is, quite literally, the world.
- What do we do? Media relations including crisis management safeguard SG reputation to ensure legitimacy Presentational advice for policy and Ministers Proactive work - strategic comms planning to support policy delivery Includes PR (news releases, photo opps, social media), marketing (insight-gathering, strategic marketing and paid-for campaigns, sponsorship and events), digital (online, video), corporate (internal comms) Help build relationships with stakeholders Horizon scanning - media monitoring, insight, evaluation Who? Communications directorate DG Strategy & External Affairs News Marketing PR & international marketing Publishing Digital and Video produce video Corporate internal comms and external media relations about corporate matters
- News: Is a sausage factory Works to a rhythm with regular deadlines MMU Morning meeting Media planning meetings Media briefings on Tues, Wed and Thurs Parliamentary questions and lunchtime news Afternoon deadlines broadcast and print Duty officer Evening news bulletins Papers put to bed Late TV bulletins and analysis shows Online