Essential Communications Skills

Learn how to get the most out of your communication campaigns with Holyrood's Essential Communications Skills training event. 


Following on from the success of last year’s Essential Communications Skills training event, Holyrood will once again bring together a range of leading communications experts to share their experience of developing effective communications campaigns.

Through a combination of peer-learning case studies and expert-led workshops, attendees will gain insights into how best to promote a service or facility, launch a new initiative, run a campaign, or put together a programme of ongoing activity. 

This event is designed for people who have a requirement to communicate organisational messages, or who want to enhance their own communication practice in disseminating information successfully.

Who should attend:

  • Communications Officers
  • Marketing and Digital Marketing Officers
  • Press Officers
  • Corporate Communications Officers


09:30        Registration and refreshments

10:00        Introduction from the Chair

  • Simon Ebbett, Senior Marketing Manager, The Scottish Government

Session 1: Planning a Successful Communications Campaign: Learning from peers

How can you ensure your communications contributes to a successful marketing strategy? Our first session will use case-studies and practical examples from our expert speakers to help you discover the key to creating high impact communication campaigns.

10:05        Case study: Scottish Government

  • Simon Ebbett, Senior Marketing Manager, The Scottish Government

10:25        The need for speed and accuracy in an ever changing communications landscape​

  • Helen Lennox, Head of Corporate Affairs and Digital, Scottish Water​

10:45        Case study: Our Edinburgh

  • Cori Burnett, Our Edinburgh Campaign Manager, The City of Edinburgh Council​

11:05        Q&A

11:20        Refreshments and networking

Session 2: Making the most of social media

This session will provide practical hints, tips, and tools for all those who want to set up social media networks, maximise their organisation social media activities, or want to integrate social media within their existing marketing activities.

Key learning points include:

  • What should social media be used for?
  • Who should own social media and how should it integrate with your wider marketing plan
  • Best times to post and tips to generate engagement
  • Asset Management
  • Tools to help schedule, optimise and track performance
  • Metrics to track social media success

11:40        Workshop and discussion

  • Simon Heyes, Director of Social Media, 8 Million Stories

12:45        Lunch and networking

Session 3: Creating powerful stories

Given the pervasiveness of marketing and advertising, how can your organisation cut through the noise? How can you create memorable stories and imagery to best convey your organisational message? 

13:30        Workshop and discussion

  • Lucinda Broadbent, Director and Executive Producer, media co-op
  • Ann Hayne, Gender-based Violence Manager, NHS Lanarkshire

14:15        Refreshments and networking

Session 4: Effective crisis management

Effective communication management during times of crisis is fundamental to sustaining organisational reputation and public confidence. This session will feature a case study and discussion of the recent school closures crisis in Edinburgh, and examine what transferable lessons can be learnt from the experience.

14:30        Workshop and discussion

  • Noel Miller, Acting Media & Social Media Manager, The City of Edinburgh Council

Session 5: Measuring success

How do we know if we have achieved what we set out to do? How can we best quantify and evaluate the effectiveness of our marketing campaigns?

15:15        Workshop and discussion

15:50        Round up and closing remarks

16:00        Close of event

*Agenda is subject to change without prior notice.

Venue and Costs

  • Public and Third Sector places cost £199 + VAT
  • Private Sector places cost £249 + VAT

For more information, please contact Alexander Burton by email: or by phone: 0131 285 1695​

22 November 2016
Crowne Plaza Edinburgh
18 Royal Terrace
United Kingdom



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