Publication - Strategy/plan
International Communications Framework
The framework provides a structure and plan to support public sector communicators and other organisations that are communicating with international audiences.
4. Audiences
International audiences, such as potential relocators, students, visitors, investors and Scotland’s diaspora, are the primary audiences to build positive perceptions with and actively drive consideration for Scotland.
Domestic audiences also have the power to positively influence Scotland’s reputation by being advocates and ambassadors. This framework helps to reinforce this interplay – by building Scotland’s relationships and reputation on the world stage, its progress, ambition and impact is reflected to the people of Scotland.
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