The Scottish Government

Promoting Scotland

First Minister Jack McConnell
Marketing Society Scotland

Friday, June 4, 2004

Introduction

Thank you. I am delighted to be here this morning.

You are professionals - and experts - at getting your message across. So today I want to talk about the message from our devolved government in Scotland, it's content and delivery.

I hope this will be interesting to you professionally but you have something else in common too - you are doing business in Scotland, and what we do in government matters to you.

The quality of our schools and hospitals matter to you and your families. The work we do to create a positive business environment matters to the success of your business.

And today, I want to make the case that Scotland's image beyond our borders matters too. It matters to the economy, but it also matters to our self-confidence, our national pride and our future success.

Devolution

There have been centuries of achievement by Scotland and Scots. Scotland has gifted to the world some of its great artists, inventors, thinkers and business leaders. Even some of its great games.

But these things are already given. The contribution of Scots is known and continues to be acknowledged. But perhaps it is time to be judged on what Scotland is now, and on what the Scots of today are achieving, and on our future potential.

You will know that Scotland's Parliament is reaching its 5th birthday.

The new Parliament has given us opportunity that we did not have before: to take decisions in Scotland, for Scotland. The opportunity to use our new legislative powers to make a real difference for ordinary Scots.

We have made full use of that opportunity.

There are nursery places for all three and four year olds. Attainment in our schools has gone up each year since 1999.

Scotland cares for its older generation far more comprehensively than anywhere else in the UK. Treatment guarantees are ending the longest waiting times in the NHS.

When we talk about the Scottish economy now, we talk about the speed at which it will grow, not whether or not it will grow.

There are new schools, new hospitals, new international air routes, better roads and even new railways - investing in infrastructure at a rate not seen for decades.

We are backing emerging high growth industries - in life science, ICT and energy - by investing heavily in University research and its link to business.

And we are supporting more effectively than ever before key sectors like food and drink, financial services and tourism.

We have world class levels of graduates in our economy, outstanding centres of excellence in our universities and a network of colleges that are in touch with their local economies.

We have priorities that the people of Scotland share - growing the economy, creating first class public services and improving safety and security in local communities.

After half a decade, I believe our new Parliament is growing up, maturing and developing into an institution worthy of the enormous trust invested in it by the people of Scotland.

But now, 5 years into devolution, it is time to tell the world about Scotland the place.

Government Communications

Before I go any further, I would like to say a few words about how we have changed government communications in Scotland to adapt to the challenges of devolution, but also to the changing nature of communications in society more generally.

As a government, we have a duty to communicate with the people of Scotland - on thousands of different issues and different audiences.

We have a public safety obligation - to promote laws against drunk driving, to encourage the take up of life saving vaccinations. We must engage in public information campaigns.

But we must also be accountable to people - to explain and to answer for the actions of government.

And thirdly, we have a duty to lead. And leadership means having a long term vision and getting that vision across.

So just like you, we do our best to get our message across and to listen. To be smart in the way we reach people, and finding new ways to communicate.

I know that those of us in politics - of all parties - must work much harder to gain the trust of people. But I believe we can: doing our jobs. Standing for election on a good programme for government based on principles and values. And then delivering that programme well. We must conduct ourselves as well as we can, and speak up for those we represent.

I recognise that substance is far more important than style. That you can't get a message across that is based on a false premise.

My Civil Service team have responsibility for briefing the media. This has worked well.

Dealing with the Scottish political media is always a real challenge. But they matter, and we take them seriously. But fewer and fewer people rely on newspapers for facts.

So we use a mix of mediums. We speak to audiences directly, using their chosen media.

We have taken a leading role, working with community groups, individuals from across Scotland, and broadcasters to develop new ways of communications. Our short TV programmes allow ordinary people to talk about their experiences of real life issues like drug abuse and mental health. And in local radio, presenters are taking a more active role in airing these issues.

Our communications team are constantly developing our use of government web sites - for two way communication - and we are targeting information campaigns more directly towards those we need to speak to.

As politicians, we are moving to meet expectations for greater access, with on line and radio live question and answer sessions and more direct communication.

We have an ambitious programme of marketing, and the challenge is for us to add value to it all the time.

But we do not aim at excellence in communication for its own sake. All of this effort is to help achieve our goals for Scotland. And ultimately it is to help achieve the greater purpose of a strong, confident Scotland.

Talking Scotland up

Today, I want to talk Scotland up. To say that Scottish business is doing well, that government is generally doing the right things and that the young people of Scotland are increasingly confident, caring and ambitious for themselves and their country

You are in the business of selling a message - so you can sell products to consumers.

And my message today is to describe the potential that our small country holds.

Scotland is a remarkable nation. Our influence is disproportionate to our size.

There are Scots in every corner of the globe making an impact on their chosen field.

We graduate more students per head of population than almost anyone else in Europe.

We are world class in more sectors of the economy than a nation of our size ought to be - in financial services, energy, life sciences - and others.

We are the most modern of nations, with a parliament and an identity - and we are part of one of the worlds most powerful countries.

Our people are educated, talented and cultured, with a pride and strength of identity that is recognised by most.

In short, we are one of the best small countries in the world.

Scotland faces choices

But we now know that these strengths are not enough.

For all that is remarkable about this wee country of ours, perhaps the most remarkable thing is that we don't tell enough people about it.

Too many others do not think of Scotland as an obvious place to do business - though it is. Many do not think of Scotland as a place to come to live - though our quality of life is unsurpassed. They think of our incredible scenery, but not often enough of our dynamic cities.

We conducted considerable research in the spring of this year. In many respects it suggests that attitudes have changed little since similar research was carried out in the 1990s.

The predominant image of Scotland is a mythical one. Castles, glens and misty mountains. Add to that the Braveheart and a touch of Trainspotting. And what you have is the uninformed image of Scotland.

This gap between perception and reality - holds us back economically. To be able to grasp every global opportunity that presents itself to our people and our business, we need to correct that image.

Some will say that overseas perceptions of Scotland are too entrenched to change. That Scotland's great past makes it impossible to market it successfully as a modern country.

I do not accept that. Other countries have changed how they are seen overseas, and we can too.

I am determined that we should sell Scotland better. We can build on our strengths, and put Scotland on the map as a diverse, dynamic, modern nation.

There will be howls from some that the government is wasting taxpayers money. That we are having ideas above our station. That we are simply agreeing a logo.

But you understand the difference between an image, promotion of a brand, and a logo or a specific product to promote it.

I think we have a clear choice.

We can bump along quite nicely.

We can accept things the way they are. Or we can do something about it.

I could take a few risks. Do a few things, that are a bit different. That challenge the status quo. That aren't about creating laws or setting budgets. But is about setting out a vision for Scotland, about shaping our message and about delivering that message to the world.

Fresh Talent

First, I want to grow Scotland's population. In the first instance this is to counter the profound risk to our quality of life from de-population.

For years we have been predicting demographic change. The public sector has been planning how to run schools with fewer children in them. And how to fund care budgets with fewer people paying taxes.

But now I am saying - it does not need to be like that. We can change the future. We don't just have to accept it.

But Fresh Talent is more than just numbers of people. It is about ambition.

I want Scotland to be the best place in the world to live and work. To be the most welcoming.

To be a magnet for the world's brightest and best. To create opportunities for home-grown talent - opportunities to open minds and broaden horizons.

To stand up in a world of fear, racism and prejudice - and say, Scotland likes talented people from different places, with different colours and different religions. Scotland welcomes new people who want to come here and contribute.

Scotland's International Image

And second, I want to improve Scotland's international image. To promote our country to others. To sell what is good about us.

Over the summer I shall be taking forward a global marketing campaign to promote Scotland overseas. This will be just part of a wider strategy in which we promote Scotland better, and indeed in all our areas of overseas business we get the best possible results for Scotland.

Using and promoting our castles, heather and mountains. But also to show people enjoying them. Thriving cities, outdoor activities, modern business.

There's an exciting story to tell about modern Scotland.

Scotland United

But I am conscious that government is not the only public face of Scotland. Our successful businesses have more contact with international consumers than Scottish politicians ever could.

When you, as marketing professionals, help to build modern Scottish businesses in an international market, you are not just promoting your own products and services. You are advertising Scotland as a place with thriving companies, a creative workforce and attractive products.

I am clear that your success and ours go hand in hand. I want the public agencies to work more closely together.

And our devolved government will take the lead in pursuing our national ambition to be among the best in the world.

But we need your feedback - support too.

Scotland's public and private sectors need to sell what is good about our country. They need to show that we are better now than we were before.

A united Scottish voice will be heard in more places more loudly than if one company, one agency or indeed government speaks alone.

I am certain that future economic success will for all of us be increasingly based on our ability to operate internationally.

Increased trade, investment, attracting visitors, getting knowledge into Scotland - and trading it back out too are all vitally important.

But to all these things - how others think of us affects our chances of success.

In the modern international economy, the image and reputation of a country matters.

There is a new and exciting story to tell about modern Scotland - and we need to say it together.

Conclusion

So, in conclusion, I am here today to ask for your advice, your help and your commitment.

Across the Scottish economy, and in our public, enterprise and tourism agencies, people are promoting Scotland well. But we can do better.

We do have a choice, and I believe we need to challenge those who say 'why would anyone want to come to Scotland anyway.' Or that 'the only thing that ever happens in Scotland is that bright people leave.'

And we need to challenge those who mock ambition and relish the chance to condemn failure.

Whether we are in government, marketing business or public services, or elsewhere - we all must do what we can to promote confidence in each other, and in our country. And to help the least confident believe they can succeed too.

To take risk, learn lessons and achieve more.

There's a lot to be proud of in modern Scotland and we have much to tell the world. When we do ourselves down, we do it in defiance of the facts. Scotland is a great country and we have a great future.

A bigger voice and a bigger profile help our businesses, encourage different people to visit and to stay, and enhance the aspirations of home grown talent.

Scotland must boost its international image - to show the world that we are hungrier for success than anybody else.

We are one of the best small countries in the world - and if we say it often enough, we might just start to believe it ourselves.

We have the people, the authentic culture, the education and the enterprise to compete with the best.

This is the time to display the confidence we have lacked in the past, to hold our heads high. This is the place where together we can create the ambitious and prosperous nation we know we can be.