Driving Change Through Effective Communications

This event will examine the latest techniques for creating, developing and sustaining effective communications with your audience.

The way we communicate is evolving

Our lives are consumed by technology, and the ways we can communicate with one another are constantly getting faster, more versatile, practical and streamlined – but how can organisations ensure that their communications engage the right audience?

The way we plan, design and deliver communications is vital and understanding digital communication is becoming an essential skill for many organisations when it comes to creating content, measuring engagement and building and maintaining trust with consumers.

Join Holyrood on 24 October as we examine how to create and deliver effective communication strategies, how to rebuild and move forward when communication goes wrong and how to do all of this on a small budget.

Key issues we will examine

  • Leading and developing a good communications team who can drive change
  • Creating, developing and evolving your communications strategy to meet current demands
  • Understanding the value of effective damage control when communication strategies go wrong
  • Engaging with hard to reach audiences
  • Saving money through digital transformation
  • Tools of measuring success – understanding how to utilise data more effectively for your communication strategy

Confirmed speakers

  • Natalya Ratner, Digital Marketing and Innovation Lead, Scottish Government
  • Dr Jaylan Azer, Lecturer in Marketing, Edinburgh Napier Business School
  • Judith O'Leary, Managing Director, Represent Comms
  • Simon Watson, Head of Digital, Republic of Media
  • Emily Puddephatt, Head of Digital Strategy, Stripe
  • Tim Gallant, Planner, Whitespace
  • Gregor Urquhart, Head of Smarter & Fairer Marketing - Marketing and Insight Unit, Scottish Government


09:30    Registration and Refreshments

10:00    Welcome and Introduction from Chair

             Kate Connor, Director, Kate Connor Consulting

10:05   Session 1: Communications in 2018

10:05   Scotland is Now: Delivering Social Media for Scotland

  • Scotland is Now is the first cross-organisational collaboration of its kind
  • It's about promoting Scotland internationally with a single, unified voice
  • The strategy depends on brand championship and advocacy, and social media is the best way to deliver that

             Natalya Ratner, Digital Marketing and Innovation Lead, Scottish Government 

10:30    Questions for Natalya

10:40   Interactive Roundtable Discussion 

Delegates will be given the opportunity to raise their key challenges ahead of our expert panel discussion. Through discussions with others in the room, we would like you to share learning around how we can work together to create more effective communication strategies, and how we can roll this out in organisations following this event.

11:20    Refreshments and Networking

11:40   Session 2: Developing and Refreshing Your Strategy

In this session, we will bring together experts from Scotland's leading and award-winning digital agencies who will share their knowledge and expertise with delegates on a range of topics, including: 

  • Planning and designing a communications strategy 
  • Delivering messages with high impact 
  • Understanding different channels and the opportunities and challenges with each 
  • Content creation - how to do this successfuly to attract an audience and raise engagement

Panellists include: 

  • Judith O'Leary, Managing Director, Represent Comms
  • Simon Watson, Head of Digital, Republic of Media
  • Emily Puddephatt, Head of Digital Strategy, Stripe
  • Tim Gallant, Planner, Whitespace

12:20    Questions and Discussion

12:50    Lunch and Networking

13:50   Session 3: Future-Proofing and Learning from Successful Approaches

13:50  How We Made Undergraduates Look Seriously At Teaching

An in-depth look at the development of the Scottish Government’s Teaching Makes People campaign, which recently won Best Public Sector campaign at the Marketing Society Scotland’s Star Awards. The presentation will focus on the importance of the research and insight gathering that informed the campaign, how the campaign was delivered and how it has been refined through consistent evaluation. 

Gregor Urquhart, Head of Smarter and Fairer Marketing, Scottish Government

14:20   Negative Customers' Communications in Online Contexts

  • What forms and triggers of negative communications 
  • How managers can handle negative communications

 Dr Jaylan Azer, Lecturer in Marketing, Edinburgh Napier Business School

14:50    Questions and Discussion

15:20    Closing Remarks from Chair

15:30    Close of Event

*Agenda subject to change


NASUWT, 35 Young Street N. Ln, Edinburgh EH2 4JD | Map
Delegate rates (excluding VAT):
  • Discounted rate: 1 place £145 + VAT (Voluntary / charitable organisations with an annual income of less than £1m)
  • Reduced rate: 1 place £245 + VAT | 2+ places £195 + VAT per place (Central government departments and agencies, local authorities, universities, colleges, NHS, police, professional associations and voluntary / charitable organisations with an annual income over £1m)
  • Full rate: 1 place £295 + VAT | 2+ places £245 + VAT per place (Commercial organisations e.g. plc, Ltd, LLP)
For all event enquiries please email enquiries@holyrood.com or call 0131 285 1635
24 October 2018



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