Page 5 of 5

Audience led communications

One of the things you’ll always hear us preach about is the importance of audience led communications.  This is because we routinely come across people starting their approach to comms from the wrong angle entirely.

People so often decide they need to send out a newsletter, or want to see some coverage in a newspaper, but have they really thought why?  Do their customers actually receive their news in that way?  Who in fact is their audience and how do they consume their news?

Start from the position of deciding who your audience is.  Work out how they like to receive their news.  Then devise the action that will deliver the right message, to the right audience, using the correct medium.

Our ‘special relationship’

I was recently invited to speak at an event during Scotland Week, which has grown out of Tartan Day celebrations in the US.

Having taken part before, I always find it a privilege to be asked to speak at these events in Washington DC. It is also immensely interesting to meet the many Scottish Americans, Senators and Congressmen and women who attend.

Whilst the so-called ‘special relationship’ is often talked about in political circles, usually at a point when decisions on one side of the pond might impact on the other, it’s only when you attend events like those during Scotland Week when you realise just how deep the bonds between us go.

I have met so many Americans whose love for Scotland burns brightly. Their families may have left our shores decades, or hundreds of years ago, but they are as proud as we are to be Scots.

In some ways, this is the legacy that Scotland leaves throughout the world. Our culture and identity – our brand – is so strong that it resonates positivity and inclusiveness around the world. As a nation we should look to further build upon these bonds, the benefits of doing so would be felt right across Scotland.