• Contact
  • About
  • Authors
DONATE
NEWSLETTER SIGN UP
  • Login
Bylines Scotland
  • Home
  • News
    • All
    • Bylines Scotland Breaking News
    • Europe
    • King Charles III
    • Queen Elizabeth II
    • Scotland
    • War in Ukraine
    • World
    A woman walking in a field with a jerrycan of water on her back, spraying water on the vegetation

    The Ethiopia Medical Project (EMP)

    A thistle flowerr

    Is it time tae think again about Flower of Scotland?

    Eu flag on the left, UK flag on the right. Both are windblown. A large lightening bolt inbetween them.

    Glasgow Loves EU campaigners brave wind and rain to keep a light on for Scotland

    blue background, A younf woman holding a large black sign that says VOTE ! in white letters

    Scottish elections: young people more likely to vote if they started at 16 – new study

    Healthcare word seen in a scrabble

    “Leave no one behind” – the Health Foundation’s report into health inequalities in Scotland 2023.

    Sign saying NHS Greater Galsgow & Clyde in front of a hospital building

    Concern over patients waiting in corridors for free beds at Glasgow Superhospital

    A row of tall houses on the left, with parked cars in front on the side of the street

    Saving Scotland’s tenements

    Ben Nevis. Forground has green shrubbery, then background a mountain with two tops. Blue sky with a few streaky clouds

    Exploring the Highest Mountain in the British Isles: A Guide to Ben Nevis

    Image via Steller Systems, a potential candidate.

    Cancelling future frigates could be final nail in the coffin for the UK

    Trending Tags

    • Democracy
    • Devolution
    • Brexit
    • Ukraine
  • Politics
    • All
    • Council Areas
    • Europe
    • Holyrood
    • Liz Truss
    • Rest of UK
    • Tories
    • United Kingdom
    • Westminster
    • World
    blue background, A younf woman holding a large black sign that says VOTE ! in white letters

    Scottish elections: young people more likely to vote if they started at 16 – new study

    A scene of people demonstrating, holding Scotland flags. One man wears a tartan cap and holds a blue flag with both the Scottish cross and the EU stars on it.

    Is Alister Jack sane?

    Image Malcom Laverty

    The Brown plan

    The climate change impacts of Russia’s war with Ukraine

    Britain wastes £1bn on drones to monitor English Channel

    The Autumn Statement – time to take a closer look

    Photo Mtaylor848, CC BY-SA 4.0, via Wikimedia Commons.

    Christmas cheer for Tesco if grim reading for the political classes

    Scottish independence isn’t going away

    Russia as a low-tech nation

    Trending Tags

    • Crime
    • Equality
    • Johnson
    • Scottish National Party
  • Business
    • All
    • Agriculture
    • Aviation
    • Corporations
    • Energy
    • Fishing
    • Natural Resources
    • Shipbuilding
    • Trade
    • Transport
    • Workers
    A row of tall houses on the left, with parked cars in front on the side of the street

    Saving Scotland’s tenements

    A large red researcgh vessel in the sea with ice sheets all around it on the water.

    Rosyth shipyard attracts UK Government contract to maintain fleet of scientific research vessels

    large posts saying 'Glasgow Airport Business Park' on the left and right of a road leading away from the main road in the front. . On that road leading away building with walls almost entirely existing of windows.

    Why doing business in Scotland may be better for your corporate wellbeing

    A mountain of spools forming a tree on the left, a sandy area to the right and a row of houses at the back. mountains in the distance on the right

    The Ullapool Giving Tree

    Electric off-roader heralds return of vehicle mass-production in Scotland after 40 years

    Photo Mtaylor848, CC BY-SA 4.0, via Wikimedia Commons.

    Christmas cheer for Tesco if grim reading for the political classes

    Ferguson Marine will weather the storm

    Order placed for remaining five Type 26 Frigates on the Clyde

    Police Scotland not investigating Scottish government over ferry contract criminality

    Trending Tags

    • Health
      • All
      • Assisted dying
      • Covid
      • Influenza
      • Polio virus
      • Respiratory
      • Scientific Research
      A woman walking in a field with a jerrycan of water on her back, spraying water on the vegetation

      The Ethiopia Medical Project (EMP)

      Healthcare word seen in a scrabble

      “Leave no one behind” – the Health Foundation’s report into health inequalities in Scotland 2023.

      Sign saying NHS Greater Galsgow & Clyde in front of a hospital building

      Concern over patients waiting in corridors for free beds at Glasgow Superhospital

      A hospital corridor with trolleys on the sides.

      Glasgow hospitals halt non-urgent operations due to pressure

      Two more unions reject Scottish Government NHS pay offer

      GMB union reject Scottish Government pay offer to NHS staff

      Lymphocites gathering

      How careful should we be when choosing a scientific term?

      Code Black – A mayday from the Queen Elizabeth University Hospital

      The challenges facing mental health care in Scotland

      Trending Tags

      • Environment
        • All
        • Air Pollution
        • Biology
        • Climate Change
        • Wildfires
        Ardnish wildfire by Leslie Barrie, CC BY-SA 2.0 Creative Commons — Attribution-ShareAlike 2.0 Generic — CC BY-SA 2.0, via Wikimedia Commons'

        Fire threats in the Scottish countryside

        Wood stove at the foot of the bed in the Danish Blue room at Pig Hill Inn, Cold Spring, New York. Printed with permission and confirmed to be licensed under the terms of the cc-by-2.0.

        When smoke gets in your eyes

        Opening of the United Nations Climate Change Conference COP27 in Egypt. Photo courtesy of the UNFCCC

        COP27 and the inconvenient truth

        Viscum album in trees

        Night of the strangling figs: a biological horror story

        Out & about with Charlie Mac: Cycling to the heart of Scotland – the National Cycle Network 7

        Scotland's mountain footpaths

        How do we care for Scotland’s mountain footpath network?

        climate science

        PM to be chosen by people with little grasp of climate science

        Trending Tags

        • Opinion
        No Result
        View All Result
        • Home
        • News
          • All
          • Bylines Scotland Breaking News
          • Europe
          • King Charles III
          • Queen Elizabeth II
          • Scotland
          • War in Ukraine
          • World
          A woman walking in a field with a jerrycan of water on her back, spraying water on the vegetation

          The Ethiopia Medical Project (EMP)

          A thistle flowerr

          Is it time tae think again about Flower of Scotland?

          Eu flag on the left, UK flag on the right. Both are windblown. A large lightening bolt inbetween them.

          Glasgow Loves EU campaigners brave wind and rain to keep a light on for Scotland

          blue background, A younf woman holding a large black sign that says VOTE ! in white letters

          Scottish elections: young people more likely to vote if they started at 16 – new study

          Healthcare word seen in a scrabble

          “Leave no one behind” – the Health Foundation’s report into health inequalities in Scotland 2023.

          Sign saying NHS Greater Galsgow & Clyde in front of a hospital building

          Concern over patients waiting in corridors for free beds at Glasgow Superhospital

          A row of tall houses on the left, with parked cars in front on the side of the street

          Saving Scotland’s tenements

          Ben Nevis. Forground has green shrubbery, then background a mountain with two tops. Blue sky with a few streaky clouds

          Exploring the Highest Mountain in the British Isles: A Guide to Ben Nevis

          Image via Steller Systems, a potential candidate.

          Cancelling future frigates could be final nail in the coffin for the UK

          Trending Tags

          • Democracy
          • Devolution
          • Brexit
          • Ukraine
        • Politics
          • All
          • Council Areas
          • Europe
          • Holyrood
          • Liz Truss
          • Rest of UK
          • Tories
          • United Kingdom
          • Westminster
          • World
          blue background, A younf woman holding a large black sign that says VOTE ! in white letters

          Scottish elections: young people more likely to vote if they started at 16 – new study

          A scene of people demonstrating, holding Scotland flags. One man wears a tartan cap and holds a blue flag with both the Scottish cross and the EU stars on it.

          Is Alister Jack sane?

          Image Malcom Laverty

          The Brown plan

          The climate change impacts of Russia’s war with Ukraine

          Britain wastes £1bn on drones to monitor English Channel

          The Autumn Statement – time to take a closer look

          Photo Mtaylor848, CC BY-SA 4.0, via Wikimedia Commons.

          Christmas cheer for Tesco if grim reading for the political classes

          Scottish independence isn’t going away

          Russia as a low-tech nation

          Trending Tags

          • Crime
          • Equality
          • Johnson
          • Scottish National Party
        • Business
          • All
          • Agriculture
          • Aviation
          • Corporations
          • Energy
          • Fishing
          • Natural Resources
          • Shipbuilding
          • Trade
          • Transport
          • Workers
          A row of tall houses on the left, with parked cars in front on the side of the street

          Saving Scotland’s tenements

          A large red researcgh vessel in the sea with ice sheets all around it on the water.

          Rosyth shipyard attracts UK Government contract to maintain fleet of scientific research vessels

          large posts saying 'Glasgow Airport Business Park' on the left and right of a road leading away from the main road in the front. . On that road leading away building with walls almost entirely existing of windows.

          Why doing business in Scotland may be better for your corporate wellbeing

          A mountain of spools forming a tree on the left, a sandy area to the right and a row of houses at the back. mountains in the distance on the right

          The Ullapool Giving Tree

          Electric off-roader heralds return of vehicle mass-production in Scotland after 40 years

          Photo Mtaylor848, CC BY-SA 4.0, via Wikimedia Commons.

          Christmas cheer for Tesco if grim reading for the political classes

          Ferguson Marine will weather the storm

          Order placed for remaining five Type 26 Frigates on the Clyde

          Police Scotland not investigating Scottish government over ferry contract criminality

          Trending Tags

          • Health
            • All
            • Assisted dying
            • Covid
            • Influenza
            • Polio virus
            • Respiratory
            • Scientific Research
            A woman walking in a field with a jerrycan of water on her back, spraying water on the vegetation

            The Ethiopia Medical Project (EMP)

            Healthcare word seen in a scrabble

            “Leave no one behind” – the Health Foundation’s report into health inequalities in Scotland 2023.

            Sign saying NHS Greater Galsgow & Clyde in front of a hospital building

            Concern over patients waiting in corridors for free beds at Glasgow Superhospital

            A hospital corridor with trolleys on the sides.

            Glasgow hospitals halt non-urgent operations due to pressure

            Two more unions reject Scottish Government NHS pay offer

            GMB union reject Scottish Government pay offer to NHS staff

            Lymphocites gathering

            How careful should we be when choosing a scientific term?

            Code Black – A mayday from the Queen Elizabeth University Hospital

            The challenges facing mental health care in Scotland

            Trending Tags

            • Environment
              • All
              • Air Pollution
              • Biology
              • Climate Change
              • Wildfires
              Ardnish wildfire by Leslie Barrie, CC BY-SA 2.0 Creative Commons — Attribution-ShareAlike 2.0 Generic — CC BY-SA 2.0, via Wikimedia Commons'

              Fire threats in the Scottish countryside

              Wood stove at the foot of the bed in the Danish Blue room at Pig Hill Inn, Cold Spring, New York. Printed with permission and confirmed to be licensed under the terms of the cc-by-2.0.

              When smoke gets in your eyes

              Opening of the United Nations Climate Change Conference COP27 in Egypt. Photo courtesy of the UNFCCC

              COP27 and the inconvenient truth

              Viscum album in trees

              Night of the strangling figs: a biological horror story

              Out & about with Charlie Mac: Cycling to the heart of Scotland – the National Cycle Network 7

              Scotland's mountain footpaths

              How do we care for Scotland’s mountain footpath network?

              climate science

              PM to be chosen by people with little grasp of climate science

              Trending Tags

              • Opinion
              No Result
              View All Result
              Bylines Scotland
              No Result
              View All Result
              Home News Europe

              Keep a light on for Scotland

              A communications agenda to keep Scotland’s EU dream relevant, alive and compelling

              Martin RochebyMartin Roche
              08-09-2022 07:00
              in Europe, Opinion, Scotland
              First Minister of Scotland Nicola Sturgeon addresses journalists over Brexit at Bute House. 
 Licensed under the Open Government Licence version 1.0 (OGL v1.0).

              First Minister of Scotland Nicola Sturgeon addresses journalists over Brexit at Bute House. Licensed under the Open Government Licence version 1.0 (OGL v1.0).

              Share on FacebookShare on Twitter

              David Ogilvy was the undisputed king of the Mad Man era of advertising. An Englishman who turned advertising into as much a science as an art, he saw communication in very simple terms. He said advertising had to be interesting and if it wasn’t interesting why should anybody pay it any attention? He knew the value of wit and honesty in communication. He knew many more people read just headlines than read a full story. Most of all he knew that the core purpose of all professional communication is not only to inform but to persuade. Let’s bear Ogilvy’s ideas in mind as we consider how to keep the flame of EU membership alive in Scotland.

              One of the most remarkable and most under-reported aspects of the 2016 referendum was the almost organic springing up of pro-EU groups across the UK. They appeared everywhere, from Glasgow to Canterbury and every point north, south, east and west. Even more remarkably, they are all still going strong. The UK now has the largest pro-EU activist pool in Europe. They are the UK heartbeat of the ideals that saw Europe beat swords into ploughshares and build a Europe-wide society of peace, free trade, free speech, free movement and the cementing of democracy in lands once cowed by authoritarianism and brutal dictatorship.

              This network of groups has reenergised the once-dusty UK European Movement organisation and seen the European Movement Scotland become a more effective central hub for beating the drum for the EU in Scotland. There are lots of dedicated people, stimulating activities and informed debate going on. The flame is very much alive.

              The challenge is to make it burn brighter so that Europe stays at the top of the Scottish political agenda and is alive in the hearts and minds of millions in Dundee tenements, Aberdeen mansions, Border farms and Lerwick cottages. A positive and achievable vision in the minds of business owners, teachers, hospitality workers, dentists, bus drivers, fishermen, ministers, care workers and folk in every trade, profession, job and status.

              What do we want to be famous for?

              But there is a limit to voluntary time and always a limit to money. There really isn’t very much money at all in Scotland’s EU-supporting coffers, and certainly not enough to mount a paid-for campaign. So, how do we get more bang for our limited buck?

              Let’s start with a question David Ogilvy would most assuredly ask. What’s the one thing we want to be famous for? What’s the first thing we want people in Scotland to think when they see an EU flag? What’s the immediate emotional response? There are obviously several candidates for the job, but I’m going to opt for success. I want people to think first that the EU is a success. Indeed, I want them to think that they can again be part of that success. We might even consider a tag line. In the trade a tag line is called a proposition – a line that implicitly or explicitly offers benefits. Here’s one for starters.

              The European Union – where Scotland can join in success.

              Photo by George Allison. Printed with permission
              Economy

              Putting citizens at the centre of Scotland’s economic policies

              byJim Byrne
              3 September 2022

              Giving Scotland permission to believe

              That means giving our audiences, in another phrase beloved of professional persuaders, permission to believe. This is classic marketing. It’s not enough just to say Buy Joe’s beans. If you want to build a lasting relationship with the consumer you have to tell them that Joe’s beans are not only tasty and affordable but better than any other beans because Joe’s beans are picked fresher, packed quicker and free from nasty additives. Are you more prepared now to believe in Joe’s beans?

              Let’s put a few very simple EU messages alongside our tag line.

              • The EU is working across all its 27 members states to make Europe better prepared and more resilient to future pandemics – protecting lives, protecting economies, protecting trade.
              • The EU is working across all its 27 member states to prioritise work on digital services and digital markets, as well as artificial intelligence, data, and secure space-based communication – new markets, new jobs, new opportunities.
              • The EU is working across all its 27 member states to implement the European Pillar of Social Rights, including rules to protect workers from risks related to exposure to hazardous substances, to improve the conditions for platform workers and to remove the gender pay gap – a more equal workplace and a safer workplace.
              • The EU is working across all its 27 member states to improve opportunities for young people, including through the activities under the European Year of Youth – freedom to move, freedom to work, freedom to succeed.
              • The EU is working across all 27 member states to tackle water and air pollution, help meet biodiversity challenges and ensure a more sustainable use of pesticides – cooperating to tackle global warming head on and promoting human and animal health.

              The advantage of the list above is that they are all true. They pass another great test of effective communication, credibility. When we say Europe is a success, we can demonstrate it in clear, simple and verifiable ways.

              Next in the formula of effective communication is ubiquity. Commercial brand owners and political parties financially supported by the very wealthy can buy a great range of communications to ensure they are seen often by their target groups. Everything from prime poster locations to highly sophisticated digital activity that tracks target behaviour, and algorithms that deliver key messages almost wherever the consumer goes on their digital journeys. But Scotland’s pro-EU funds are no match for that kind of spending. To be seen often and everywhere means using simple, some would say old-fashioned techniques.

              Let’s put out more flags

              The most powerful is the EU flag itself. It is the brand identity of 400 million Europeans and for those who had their European identity snatched from them. So, let’s see it everywhere. On bumper stickers, windows, web sites, social media handles, on flag poles. Can we get a Scotland Loves EU credit card? Can we model the flag in garden flowers? How about in Lego for a day or two in George Square. Stimulating, interesting and witty ways of flying the flag. Let’s put out more flags.

              It will help greatly if communication is regularly refreshed and kept interesting. Some old saws still have legs. How about dividing the year into four themed quarters. For example, education; trade; culture; sport and even quarters given over to EU nations, each having its own launch day and speakers, cultural events and social gatherings.

              Making the heart beat a little faster

              What we are trying to do here is make the heart beat a little faster, to make the whole greater than the sum of its parts. And the holy grail is to convince the great majority of Scots, new and old, that there is a better future for them and their kin inside the EU and, eventually, be politically motivated to vote for that to happen.


              We need your help! The press in our country is dominated by billionaire-owned media, many offshore and avoiding paying tax. We are a citizen journalism publication but still have significant costs. If you believe in what we do, please consider subscribing to the Bylines Gazette 🙏

              Tags: DemocracyPro EUScotland
              Previous Post

              Stop using Scots and Gaelic as political footballs

              Next Post

              Her Majesty Queen Elizabeth II has passed away. May she rest in peace.

              Martin Roche

              Martin Roche

              Aged 15, Martin began his working life on a Scottish evening newspaper. He then ran his family business before reading politics and international relations at Aberdeen University, as a mature student. He worked in London in investment promotion attraction for Scottish development agencies, followed by a 35-year career in international PR consultancy. He has been a columnist on African Leadership magazine, commenting on geopolitics, a regular contributor to foreign direct investment media and has written for business publications worldwide. He recently returned to Scotland. He lives in Glasgow.

              Related Posts

              A thistle flowerr
              Culture

              Is it time tae think again about Flower of Scotland?

              byMartin Roche
              3 February 2023
              Eu flag on the left, UK flag on the right. Both are windblown. A large lightening bolt inbetween them.
              Brexit

              Glasgow Loves EU campaigners brave wind and rain to keep a light on for Scotland

              byBylines Scotland
              1 February 2023
              blue background, A younf woman holding a large black sign that says VOTE ! in white letters
              Democracy

              Scottish elections: young people more likely to vote if they started at 16 – new study

              byChristine Huebnerand1 others
              31 January 2023
              Healthcare word seen in a scrabble
              Health

              “Leave no one behind” – the Health Foundation’s report into health inequalities in Scotland 2023.

              byCharlie McCarthy
              30 January 2023
              Sign saying NHS Greater Galsgow & Clyde in front of a hospital building
              Health

              Concern over patients waiting in corridors for free beds at Glasgow Superhospital

              byAshley Black
              27 January 2023
              Next Post
              Her Majesty The Queen, June 2013. Photograph © Crown Copyright 2013
Photographer: Sergeant Adrian Harlen

              Her Majesty Queen Elizabeth II has passed away. May she rest in peace.

              Subscribe to our newsletters
              CHOOSE YOUR NEWS
              Follow us on social media
              CHOOSE YOUR PLATFORMS
              Download our app
              ALL OF BYLINES IN ONE PLACE
              Subscribe to our gazette
              CONTRIBUTE TO OUR SUSTAINABILITY
              Make a monthly or one-off donation
              DONATE NOW
              Help us with our hosting costs
              SIGN UP TO SITEGROUND
              We are always looking for citizen journalists
              WRITE FOR US
              Volunteer as an editor, in a technical role, or on social media
              VOLUNTEER FOR US
              Something else?
              GET IN TOUCH
              Previous
              Next

              LATEST

              Vertical bars with poundsigns in different colours and positions printed on the fron. seven bars in total, the middle stands straight up, to the right they are falling backwards , to the left they are falling forwards.

              Advantages of a Scottish Pound

              9 February 2023
              A woman walking in a field with a jerrycan of water on her back, spraying water on the vegetation

              The Ethiopia Medical Project (EMP)

              8 February 2023
              Brexit and Pro-EU airport channels in opposite directions.

              Pro-EU voices must ensure Europe stays top of the general election agenda

              7 February 2023
              St Andrews from West sands at sunrise

              I like your gift

              6 February 2023

              MOST READ

              Vertical bars with poundsigns in different colours and positions printed on the fron. seven bars in total, the middle stands straight up, to the right they are falling backwards , to the left they are falling forwards.

              Advantages of a Scottish Pound

              9 February 2023
              A woman walking in a field with a jerrycan of water on her back, spraying water on the vegetation

              The Ethiopia Medical Project (EMP)

              8 February 2023

              The methods of Russian interference in Scottish politics

              27 December 2022
              Brexit and Pro-EU airport channels in opposite directions.

              Pro-EU voices must ensure Europe stays top of the general election agenda

              7 February 2023

              BROWSE BY TAGS

              Alister Jack Brexit Christmas Climate change Covid Culture Defence Democracy Devolution Gender Recognition Reform Glasgow Halloween health History Holyrood independence IndyRef2 Johnson Journalism Liz Truss Long Covid Monarchy nationalism NATO NHS Nicola Sturgeon politics Poverty Putin Russia Sars-CoV-2 Scotland Security Security and Defence shipbuilding SNP St Andrews Sunak Supreme Court Tories Tourism Twitter Ukraine UK Supreme Court War in Ukraine
              Bylines Scotland

              We are a not-for-profit citizen journalism publication. Our aim is to publish well-written, fact-based articles and opinion pieces on subjects that are of interest to people in Scotland and beyond.

              Bylines Scotland is a trading brand of Bylines Network Limited, which is a sister organisation to Byline Times.

              Learn more about us

              No Result
              View All Result
              • Bylines network
              • About
              • Authors
              • Contact
              • Donate
              • Privacy

              © 2022 Bylines Scotland. Citizen Journalism | Local & Internationalist

              No Result
              View All Result
              • Home
              • News
                • Scotland
                • World
              • Politics
                • Council Areas
                • Europe
                • Holyrood
                • Rest of UK
                • Westminster
              • Business
                • Fishing
                • Trade
                • Transport
              • Health
              • Environment
                • Climate Change
              • Opinion
              • Donate

              © 2022 Bylines Scotland. Citizen Journalism | Local & Internationalist

              Welcome Back!

              Login to your account below

              Forgotten Password?

              Retrieve your password

              Please enter your username or email address to reset your password.

              Log In