Scottish Government Communications          Fiona Wilson          Head of news
Communications Directorate• Position the Scottish administration as a model of a  communicating Government, delivering the...
Context• Award Winning teams• Our “Bosses”• The Constitution• International Reach
ot ac nu mm C           o                What most people think we doi i
ot ac nu mm C           o                What we actually doi i
Communications Directorate  Stakeholders                                     News                         Public          ...
SG Communications• Around 90 staff across Marketing, PR,  News, Digital, Corporate Comms and  Support services• News teams...
06.45 – Media Monitoring Team arrive                    09.15 – Morning meeting                    11.00 – Daily Briefing ...
Typical Day – if it exists!• Morning meeting - what are we doing,  anything running that affects that/rebuttal• Ministeria...
Continued……• Foreign engagements/Trade missions• Produce film shows/Design an App• Present behaviour change evaluation to ...
Key Relationships•   Policy Officials•   Ministers•   Special Advisers•   Media•   NDPB’s/Agencies
Knocked off course• Sudden events or  decisions• Ash clouds• Extreme Weather• Terror attack• Many things can  trigger the ...
ot ac nu mm Ci i        o  Questions?
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Scottish Government Communications

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Fiona Wilson, of the Scottish Government, talks about a day in the communications directorate.

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  • Mention awards won – CIPR and Marketing STAR awards Position in terms of who our ‘masters’ are – we’re 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 NDPB’s – 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
  • Scottish Government Communications

    1. 1. Scottish Government Communications Fiona Wilson Head of news
    2. 2. Communications Directorate• Position the Scottish administration as a model of a communicating Government, delivering the Scottish Government’s 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. 3. Context• Award Winning teams• Our “Bosses”• The Constitution• International Reach
    4. 4. ot ac nu mm C o What most people think we doi i
    5. 5. ot ac nu mm C o What we actually doi i
    6. 6. Communications Directorate Stakeholders News Public Corporate MarketingMedia Comms Comms Policy Digital PRSPADs International Mkt agencies marketing Ministers NDPB’s Scottish Government strategic objectives
    7. 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. 8. 06.45 – Media Monitoring Team arrive 09.15 – Morning meeting 11.00 – Daily Briefing for Parliamentary journalists 12.00 – FMQ’s (Thu) 13.30 – Lunchtime news 17.30 – Duty Officer starts 18.00 – Evening Newsc vr es r uoh 42 10.30 – Scotland Tonight 11.00 – Newsnight Scotland A Day in the Life of Communications i
    9. 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. 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. 11. Key Relationships• Policy Officials• Ministers• Special Advisers• Media• NDPB’s/Agencies
    12. 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. 13. ot ac nu mm Ci i o Questions?

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