01 Communications For Scotland - Foreword By The Permanent Secretary
Scotland is experiencing a period of unprecedented change, challenge and opportunity, with an ambitious Programme for Government, the devolution of significant new powers and questions over our future in Europe.
Good communication lies at the heart of any competent and ambitious organisation and especially one which has committed to becoming Scotland's most open and accessible government. Insightful, creative and effective engagement with the public, with partners, with stakeholders and with staff can raise awareness, shift attitudes and change behaviours. It has the power to improve lives.
Over the next year we will engage with more than five million people in Scotland and reach out to many more internationally, working to build a more prosperous nation with a dynamic, sustainable and inclusive economy, with public services that put people's needs first, and where there is true equality of opportunity for all. In order to do that we need to be a more open, capable and responsive organisation - the vision which lies at the heart of SG2020, our organisational transformation programme.
We have a successful track record of communication. Past achievements and awards show how we adapt to the ever-changing communications environment. An increased emphasis on the needs and interests of our audiences and the use of evidence, evaluation and collaboration will be key to our continuing success.
This Communications Plan will ensure that our work will be focused and effective. It is a blueprint for how our communications professionals will help deliver the Programme for Government. It is incumbent on us all to communicate and engage openly and effectively - I encourage everyone to consider the contribution they will make to putting this Plan into action.
Good communication lies at the heart of competent and ambitious government
Our emphasis is on the needs of our audience: evidence, evaluation and collaboration are key