Published on January 31, 2013
Scottish Government Communications Fiona Wilson Head of news
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.
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 Corporate MarketingMedia Comms Comms Policy Digital PRSPADs International Mkt agencies marketing Ministers NDPB’s Scottish Government strategic objectives
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
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
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
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
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 opening of our Resilience Room - SGoRR
ot ac nu mm Ci i o Questions?
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The Scottish Government (Scottish Gaelic: Riaghaltas na h-Alba; Scots: Scots Govrenment) is the executive of the devolved Scottish Parliament.
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