International Communications Framework

9. Channels and tactics

A range of channels and tactics will be deployed to support the delivery of our communications aims:

• paid-for media – activity, such as paid social, media partnerships and advertising, will reach wider audiences at scale, help prompt action among international audiences, in specific target markets
• earned media – engaging with domestic and international media around key milestones/visits/ announcements to increase awareness of Scotland’s global ambitions and targeted trade media to reach specific markets/regions/sectors
• shared media – collaborating with partners through the Brand Scotland Partnership, engaging with sectoral specific networks, creating partnerships with expert voices and influencers to build trust and understanding of Scotland
• owned media – internal channels, websites (such as Scotland.org), blogs, newsletters and organic content on social media channels to increase understanding of Scotland as a dynamic nation
• events and visits – delivering webinars, ministerial visits, global moments and events. Considering relevant branding and messaging to provide presentational consistency when supporting the hosting of international guests in Scotland and organisation of overseas events and visits to promote Scotland’s values