why the "no" vote was more important than you think

8/10/2019 Why the "NO" Vote Was More Important Than You Think

1/16

DEPUBLIC RELATIONS

Doha Aldossary and Elaine Hebert-Dancik

December 16, 2014

The Scottish Vote


2/16

TABLE OF CONTENTS

INTRODUCTION: DEFINING THE PLAN.2

SCOTTISH BUYER PERSONA: WHO ARE THE YES VOTERS? .................................3

MAJOR POINT OF INTEREST #1................4

Why the Referendum is a Win-Win Situation for Scotland

MAJOR POINT OF INTEREST #2..5

The Devolution of Power


The Scottish Poverty Level


The Yes Vote Heard Loud and Clear Around the World

MEDIA PLAN AND STRATEGY..9

TIMELINE...13

CONCLUSION....13

ATTACHMENT 1...14

REFERENCES...........15


3/16

DE PUBLIC RELATIONS

INTRODUCTION: DEFINING THE PLAN

The Scottish government has partnered with a firm calledDEPUBLIC RELATIONSto help appease theScottish Yes voters who are upset with the results of the September 18threferendum vote.

DEPUBLIC RELATIONS has the daunting job of convincing the Yes voters that the government was not

ready to make such a drastic change, and explain to them how the Yes vote has contributed to changing

the United Kingdom forever. Doha Aldossary and Elaine Hbert-Dancik, head spoke persons forDE

PUBLIC RELATIONS, explained that they would focus on the following issues:

1) Why the Referendum is a Win-Win Situation for Scotland

2) The Devolution of Power

3) The Scottish Poverty Level

4) The Yes vote Heard Loud and Clear Around the World

Jack Allen at the think-tank Capital Economics commented: If Scotland left the UK, there would be a

potentially lengthy period of negotiation between the Scottish and UK governments in order to resolve

issues such as the division of public debt, the regulation of Scotlands banks and the currency regime (The

Guardian, Wednesday 3 September 2014 06.15 EDT).

Michael Geary, assistant professor at the University of Maastricht in the Netherlands remarked the No

vote has altered the dynamics of the relationship between the states within the United Kingdom

(http://ww.pri.org/stories/2014-9-19/scottish-independence-may-have-lost-britain-may-be-changed-forever).

Aldossary and Hebert-Dancik said that one of their first steps will be to create a survey for all Scottish

voters to go on the firms website depublicrelations.com.


4/16

DE PUBLIC RELATIONS

SCOTTISH BUYER PERSONA: WHO ARE THE YES VOTERS?

The Mirror

September 19, 2014(http://www.mirror.co.uk/news/ampp3d/scotland-referendum-who-voted-yes-4286743)

Age was the most prominent factor that affected

how people voted.

The table to the left indicates that the younger

voters enthusiastically embraced change, while

the older folks were more conservative.

NAME SUSAN MCINTYRE SEAN SMITH ANGELA CAMERON PETER BLAIR

AGE 16 years old 24 years old 35 years old 64 years old

OCCUPATION Student Unemployed Teacher Retired

RESIDENCE Glasgow Dundee City North Lanark shire West Dunbartonshire

WHAT IS

MOST

RELEVANT?

Living in a deprived

area, education

Job Prospects The EconomyHousing, the NHS,

Pensions, and the

Scottish Youth

The Yes voters lost the referendum. Nonetheless, an enormous 1.6 million, or 45% of the populationvoted for Scotland to become an independent country. The greatest number of Yes voters fall into the 16

to 17-year-old age group. Those numbers decrease with those who are slightly older and fall into the 18 to

24-year-old age group. The oldest age group, 55 to 65+ years old, showed slightly less interest in change.

No matter their age, those who voted Yes are either concerned about stable job prospects, are

unemployed, live in a depressed area of Scotland, or all three.


5/16

DE PUBLIC RELATIONS

MAJOR POINT OF INTEREST #1

Why the Referendum is a Win-Win Situation for Scotland

The Scottish independent movement may have lost the vote, yet the United Kingdom has changed forever.

Despite its loss by a 55% to 45% margin, the 1.6 million Yes voters find it hard to accept the denial of

their cause. One voter expressed we had this one chance to become independent and the world was

looking on. I thought people power would winbut theywon (September 19, 2014.Global Politics.

Campbell, Grossman, Woolf)

Hardeep Singh Kohli, a Scottish comedian, and a Yes voter, was also disappointed. Im tempted to use

the clich

(September 19, 2014.Global Politics. Campbell, Grossman, Woolf)

1)

2)

During the campaign, as the voice of the Yes voters resounded

more loudly and more clearly, the leaders of the main UK political

parties made promises, including giving Scotland more power over

its own affairs. Now, Westminster needs to deliver on those

promises.

3) Guy LaChapelle, a professor of political science at Concordia

University in Montreal believes the conversation may be the best

part of the No vote (September 19, 2014.Global Politics. Campbell,

Grossman, Woolf).

4)

Primarily due to Londons promises made in the last weeks of the

campaign, the No vote has changed the dynamics of the

relationship between the member states and the political parties of

the United Kingdom.


6/16

DE PUBLIC RELATIONS


The Devolution of Power

As a result of the rising fear of a Yes vote victory, the UK Prime Minister, David Cameron, promised a

devolution revolution in exchange for a No vote from the Scots. Devolution revolution is an

interesting phrase, but what exactly does it mean? Does it mean that the states of the United Kingdom

will have varying powers? Despite Prime Minister Camerons promise to allow Scotland to raise Scottish

taxes and control Scottish spending, the level of decentralization has yet to be clarified. Nonetheless, there

is no denying that a Pandoras Box has been opened.

Inevitably, the creation of a fully-devolved government

would re-balance power in the UK, creating a less-

centralized UK state. There is a very strong

alignment between the UK government and the

interests of London. Thus, the creation a fully-

devolved government from Westminster, and thus

greater-London, would weaken that alignment.

A fully-devolved government is important in that:

1. London is home to 13.6 million people or 21% of the UK population which is equal to that of

Scotland and Wales combined, and soon Northern Ireland.

2. London produces 22% of the UK economic output.

3. London is the richest area in the UK (central London is the richest area in Europe).

4.

The City is the financial heart UK business, and the global center of finance.

The UKs main party leaders have now set aside their differences, and have promised a stronger Scottish

Parliament along with total protection of the National Health System (NHS). More powers are to be

transferred to Holyrood (the house of the Scottish Parliament in Edinburgh).

The Vow written and signed by the UKs three main party leaders, David Cameron, Ed Miliband and

Nick Clegg include three guarantees:

Guarantee One

The Scottish Parliament will be a permanent and irreversible part of the British

constitution


7/16


8/16

DE PUBLIC RELATIONS

The Yes voters voted as such because they wanted change from the status quo. Many of those voters

were the status quo has become synonymous with the income and poverty statistics for Scotland; it has

become synonymous with living in an unequal society with the wealthiest 10% owning 900 times the

wealth of the least wealthy 10%.

The statistics to the left reveal relative

poverty, before housing costs (BHC) in

Scotland has increased to 16% for the

whole population, which is a 2%-point

increase on the previous year. In

2012/2013 there were 820,000 people

living in poverty, which adds up to

110,000 more than the previous year.

Relative child poverty (BHC), increased

to 19 per cent in 2012/13, up from 15 per

cent the previous year. In 2012/13,

there were 180,000 children living in

relative poverty in Scotland, 30,000

more than in 2011/12. This reverses the

trend of declining child poverty over

recent years.

Relative poverty (BHC) among working age adults in 2012/13 was 15 per cent, an increase from 13 per cent

the previous year. This brings the number of working age adults in relative poverty to 480,000, an increase

of 70,000 compared with 2011/12.

Relative poverty (BHC) among pensioners in 2012/13 was 15 per cent, an increase from 14 per cent the

previous year. There were 150,000 pensioners in relative poverty in 2012/13, 10,000 more than the

previous year.


9/16

DE PUBLIC RELATIONS


The Yes Vote Heard Loud and Clear Around the World

No matter the reaction, pro or con, the world has reacted to the Scottish Referendum.

In Favor:

America: An energetic exercise of democracy

The White House has congratulated the people of Scotland for their "full and energetic exercise of

democracy". President Barack Obama said in a statement:

We welcome the result of yesterdays referendum on Scottish independence and congratulate

the people of Scotland for their full and energetic exercise of democracy. Through debate,

discussion, and passionate yet peaceful deliberations, they reminded the world of Scotland's

enormous contributions to the UK and the world, and have spoken in favor of keeping

Scotland within the United Kingdom.

We have no closer ally than the United Kingdom, and we look forward to continuing our

strong and special relationship with all the people of Great Britain and Northern Ireland as

we address the challenges facing the world today.

Italy: The British spirit has been wounded

The head of the Northern League, a secessionist party that has campaigned for decades for greater

autonomy for an area of northern Italy it calls Padania, said that even though the Yes vote lost the

referendum, the result would have implications for the whole of Europe for years to come,

writes Nick Squires in Rome.

"Even if the No's won this time, nothing will be the same as before in Europe or Italy from today,"

said Matteo Salvini, the head of the League, who travelled to Edinburgh for the announcement of

the result.

Thanks to the referendum, from today the Scots will have more strength, powers and money.

Thank you Scotland, a splendid example of democracy, participation and pride," Mr. Salvini, who is

also an MEP, said on Facebook.


10/16

DE PUBLIC RELATIONS

To the Contrary:

France: Scottish result a relief for Europe

The French education minister, Najat Vallaud-Belkacem, said she was happy that Scotland is

staying in the United Kingdom, writes David Chazan in Paris. Independence, she said, could have

damaged the European Union. We never like to see European nations break up, she commented.

The opposite result would have been a negative signal. Were at a time when we have to find ways

to affirm our commitment to the European Union.

The ministers sentiments were shared by other politicians, aware that Scottish independence

would have encouraged Corsican, Basque and Breton nationalists to demand secession from

France.

The governing Socialist Partys secretary for Europe, Philip Cordery, said the vote was a relief for

Europe.

Germany: Britain stays Great

Scotland's rejection of independence dominates the German press this morning, with most papers

welcoming the vote, writesJustin Huggler in Berlin. The mass-selling Bild's headline is "Britain

stays Great". Under a headline of "New Start for Britain",

Spiegel says: Scotland No To Independence: New Start for Great Britain

"The British can rejoice, the Kingdom remains intact. Their partners in Brussels and Washington

can breathe, Great Britain can continue to fulfill its international responsibilities."

MEDIA PLANANDSTRATEGY

The media is our messenger. The right media will efficiently and effectively help us to communicate our

message to and dialogue with those most impacted by the Scottish Referendum, the Yes voters.

Printed News Media Strategy

The most important news media in Scotland will help us keep the Scottish public up-to-date on changes

that occur. The Printed New Media will appeal more to the older folks who tended to vote against

separation.


11/16

DE PUBLIC RELATIONS

The best News Media in Scotland includes:

The Herald Scotland The Courier The Paisley Daily Express

The Scotsman The Press and Journal The Mirror

The Daily Record The Greenock Telegraph The Guardian

(See Attachment I: First News Release)

Radio Media Strategy

Adopting a radio media strategy will help us hear what the Scottish majority thinks about becoming an

independent state. This form of media will appeal mostly to the younger voters. DEPUBLIC

RELATIONS will use radio media to keep the public informed of public meeting dates, and the like.

The best Scottish radio media includes:

Clyde Broadcast TD 1 Radio

Radio Saltire (Online Radio) Capital FM

Television Media

Television media is important in that we can create our ads with the help of professionals. It is important

to be able to focus on who sees our information, when, and where it should be broadcasted. This form of

media will appeal to all age groups.

The most influential broadcasters include:

STV BBC 2

Tele G BBC Alba

Social Media

At DEPUBLIC RELATIONSwe do not want to limit our reach. Social Media will help get the word out and

connect with our audience, as it did when we launched our survey focused on learning what the Yes

voters were thinking.


12/16

DE PUBLIC RELATIONS

Other social media we have integrated into our campaign includes:

Twitter we posted a link to our survey for our followers

Instagram- we posted a picture of Scotland and asked our followers for their opinion of

Scotland becoming an independent state

Monkey Survey to ask the public key questions on the Scottish Referendum

News Jacking

Our next move to stay current and remain part of the on-going conversation is to post regularly on our blog

in real time. Our goal is that bloggers will begin to quote and share what they read and learned on ourblog which will encourage new readers and contributors to join and refer us

Advertising

Billboards

In order to increase awareness ofDEPublic Relations cause, and that its message be seen by the general

public, Billboards are an effective source of advertising.

LETS KEEP

TALKING

DE PUBLIC RELATIONS

.


13/16

DE PUBLIC RELATIONS

Buttons

Kiosks

Setup kiosks on street corners, outside boutiques, in malls, to

encourage those going to or coming from shopping, work, etc. to stop

and share their concerns.

Public Meetings (Town Hall Meetings)

DEPUBLIC RELATIONS will hold Public Meetings at town halls in theareas most affected by poverty. The referendum has reignited the

publics desire to talk politics. Both the voters and campaigners were

inspired and greatly empowered by the referendum and the role they

personally played. DEPUBLIC RELATIONS seeks to maintain this

level of engagement, and to keep the public fully engaged with one

another.

THE JOURNEY

HAS ONLY

JUST BEGUN

ECE


14/16

DE PUBLIC RELATIONS

TIMELINE

We plan to launch and collect all the information gathered from our Monkey Survey to better understand

the publics thoughts and emotions in the aftermath of the referendum.

Over the next months we will build strong and trustworthy relationships with the media, including radio,

television and the print media, and social media. The more the public hears aboutDEPUBLIC RELATIONS,

and understands its role in keeping the conversation alive regarding the referendum and Scottish

independence, the more the public will be encouraged to join our blog.

Within a 3-month period, our goal is thatDEPUBLIC RELATIONSbe a household name.

Our Calendar

WHEN WHAT HOW

10.20.14 New Release All printed media

11.01.14 Survey Monkey Facebook

1stand 4thThursday evenings of

each month

Public Meetings in a different county

each monthAll forms of media

From 11.01.14 on Distribute buttons to kiosks, pubs,restaurants, schools, businesses

Volunteers

11.01.14Interview potential bloggers to keep

our blog aliveAll forms of media

CONCLUSION

The dialogue that opened via the Scottish Referendum in on-going. Scottish citizens and residents have

breathed life into the political conversation and both old and new issues are in the headlines because of it.

Westminster has made promises, the main political leaders are talking to each other, focusing on finding

common ground, and are ready to deliver what the Scottish people expect, want and need. This new found

optimistic outlook will result in a package of new powers that will strengthen the Scottish Parliament

within the UK. DEPUBLIC RELATIONSis ready to be part of that on-going conversation not only with the

Scottish people, but all those who have been touched, encouraged, even disappointed by the referendum.


15/16

DE PUBLIC RELATIONS

ATTACHMENT I

News Release

302.465.3664 @.

413.209.233@.

. F EDAE EEAE: 11.18.2014

G H F A A

DE BC EA

18 .

DE BC EA

,

. D A E HD, DE BC EA,

:

1.

2.

D 3.

4.

H

A C E : ,

, ( G, 3 2014

06.15 ED).

G,

(://..//2014919/).

A HD

: ..

D 1, 2014.

F , , D A @.

E HD @..

***


16/16

DE PUBLIC RELATIONS

REFERENCES

http://blogs.lse.ac.uk/politicsandpolicy/a-devolved-government-for-london

-would-be-a-big-step-towards-rebalancing-power-in-the-uk/

http://www.scotland.gov.uk/topics/statistics/browse/social-welfare/incomepoverty

http://www.heraldscotland.com/news/home-news/poverty-in-scotland-at-worst-level-for-30-years.20652528

http://www.dailysabah.com/opinion/2014/09/17/the-consequences-of-scottish-dependence

http://www.telegraph.co.uk/news/uknews/scottish-independence/11108226/Scotland-votes-no-to-

independence-world-reaction.html

Scott, David M. The New Rules of Marketing & PR, 2013. John Wiley and Sons. Hoboken, NJ.

why the "no" vote was more important than you think

Documents