Strategic media and political engagement put the fishing industry at the heart of public affairs

AN EXPERTLY timed series of media interventions catapulted the fishing industry to the centre of national debate as a damaging new UK-EU trade deal threatened to side line coastal communities once again, galvanising support and generating exceptional public affairs impact.

In a landmark political week for the UK’s fishing sector, a newly brokered deal granting the EU 12 years of access to UK waters drew condemnation across the industry.

The Scottish Fishermen’s Federation (SFF) wasted no time in voicing its opposition, and with key support from our public affairs experts, ensured the sector’s message was not only heard but dominated the public affairs agenda.

SFF’s Chief Executive, Elspeth Macdonald, emerged as a leading voice of opposition, challenging government rhetoric and drawing on unprecedented levels of public support to demand a fairer deal for the industry.

Polling commissioned by SFF laid the groundwork for public engagement, with a powerful finding: 87% of Scots back full UK control of fishing waters, and 83% say the EU should offer tangible benefits in exchange for access.

Timed to coincide with Elspeth’s appearance at the All-Party Parliamentary Group (APPG) for Fisheries, this early momentum carried into the days ahead, as a media blitz unfolded around the UK-EU summit in London.

Results include:

• 1,360+ items of media coverage across national and regional outlets
• 872 million+ opportunities to see
• Widespread national print coverage in titles including The Times, Financial Times, Metro, and Daily Mail
• Live and feature broadcast appearances including BBC News, STV, and BBC Radio
• Comment from Elspeth Macdonald included in the BBC’s live political feed throughout the day

The coverage was built from carefully coordinated media releases and political statements.

Initial polling results were shared with national news desks, supported by tailored comment and pre-summit positioning that made clear what was at stake.

On May 18, just 24 hours before the summit, a powerful open letter warned the Prime Minister that “selling out fishing is not in the national interest”, a statement that drew considerable pick-up across mainstream press and political news outlets.

Once the deal was announced, a rapid response from Elspeth condemned the agreement as “a horror show for Scottish fishermen” and far worse than previous post-Brexit concessions.

A final letter to the Prime Minister, shared on May 29, questioned the government’s grasp of fisheries policy and challenged the logic behind their £360m fund as compensation – contrasted with the £6 billion value of fish the EU will take from UK waters under the deal.

These combined activities helped SFF dominate the political news agenda throughout the week of the summit and ensured fishing was treated as a serious public affairs issue, not a footnote in wider trade talks.

Read the full story: PM warned: Selling out fishing is not in the national interest

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