The Scottish Government's Digital Influence

Executive Summary

1. A Fairer, Greener Scotland: Programme for Government 2021-22 sets out a vision for 'Scotland in the world' which aims to increase Scotland's international standing and: "...embrace the opportunities of international connection and cooperation, acting as a good global citizen to champion our values‑based approach on the world stage, starting at home by ensuring that we are a truly participatory democracy."

2. This research contributes to that vision by reviewing the role and functions of digital communications technologies in Scotland's international engagement.

3. We surveyed the academic and policy literature to gain an overview of contemporary good practice and understand the Scottish Government's existing policies and strategies. We assessed current levels of capacity and capability, identified Scotland's existing strengths and weaknesses in relation to digital influence, and explored future visions.

4. Our key findings were:

4.1 In today's world, the practice of international relations is hybrid – it has to involve both traditional and digital channels and methods;

4.2 This requires new capacities and capabilities, and a strategic approach;

4.3 The Scottish Government would benefit from an explicit strategy for the use of digital in Scotland's international engagement;

4.4 International communications could usefully be optimised for the most effective use of digital diplomacy practices or tools;

4.5 Scotland's global narrative should deepen the link betwen policy content and communication;

4.6 Scotland aspires to exert influence both in bilateral and multilateral contexts. There are important differences in how digital influence works in these two areas;

4.7 The Scottish Government's digital influence abroad could be further strengthened by a better understanding of its international audience;

4.8 An explicit strategy would target existing resources as effectively as possible on digital influence;

4.9 Scotland should ensure that, through the effective use of digital influence, it does not fall behind its key comparators in key markets;

4.10 There is evidence to suggest that Scotland could increase its international economic promotion in order to further improve its reputation and build stronger international relations;

4.11 There is a view that to deliver the commitments in the Programme for Government within available resources, a strategic approach to the use of digital communications in Scotland's external relations would be beneficial;

4.12 Similarly, given the commitments in the Programme for Government it is important for Scotland to be able to influence decisions that are taken about digital governance in international fora as these decisions can either foster or hinder the development of democratic and inclusive societies;

4.13 Small countries can have a high profile and a disproportionate impact on these debates through digital foreign policies that are relevant to global debates on digital and are implemented successfully; and

4.14 Digital foreign policies as practiced today by Denmark and Switzerland offer models from which Scotland could learn.

5. Our key recommendations:

An explicit strategic approach to digital influence that is effectively delivered offers Scotland the potential to raise its international profile and standing. We therefore recommend that, if resources allow, the Scottish Government should:

5.1 Aim, over the medium to long-term, to be a thought leader among smaller nations in the development and use of digital tools and the practice of multi-stakeholder governance in external relations;

5.2 Transform its international engagement into a digital-first operation in both policy and practice;

5.3 Continue to build capacity and capability in digital diplomacy;

5.4 Engage more effectively in relation to key global topics by realising the benefits of effective digital diplomacy:

5.4.1 Increased reach to much larger, potentially global, audiences;

5.4.2 Greater relevance through sustained and distinctive engagement in online networks and fora with influence on topics with global, regional, or national significance;

5.4.3 Greater resonance (as contributions 'ripple out' through the networks of those who influence the topic under discussion).

5.5 Leverage Scotland's digital assets in Government, its higher education institutions and business; and

5.6 Build the data and analytical capability to support the strategy.

6. There are some early steps that could be taken, including pilot projects to test these new ideas out, as work continues to deliver the existing commitments in the Programme for Government. Evaluations of these pilots can contribute as action research that will feed findings into the strategy development process.