Political backing at key industry event and inaugural report launch marks a turning point

IN an industry where tradition meets modernity, the Scottish Fishermen’s Federation (SFF) recently celebrated significant milestones that underscore the extensive political and public support crucial for the sustainability and growth of Scotland’s fishing sector.

At the forefront of these achievements was the overwhelming endorsement at the Scottish Skipper Expo, where Mairi Gougeon signed our landmark pledge. 

As the Cabinet Secretary for Rural Affairs, Land Reform and Islands, her endorsement was a major coup, with the pledge being a political “call to action” for our integrated, award-winning and highly creative Pride in the Seas campaign. 

Alongside this, in a time of uncertainty in Scottish politics, the SFF launched its first Industry Trends and Attitude Report and called on the new First Minister to commit to putting fishing towards the top of his agenda.

By working with the PR and digital experts at Holyrood PR, SFF was able to amplify these messages to achieve:

• Key political and industry backing
• Two primetime features on STV News
• 37 items of coverage, generating over 2.7m opportunities to see
• Public backing from the Cabinet Secretary for Rural Affairs, Land Reform and Islands on social media

These results were not just a ceremonial nod, but a strong statement of support from Scottish leaders across the aisles to support and protect the vital fishing communities that form the backbone of Scotland’s maritime economy.

A pledge that resonates across political lines

The signing, part of the larger “Pride in the Seas” exhibition, featured more than 50 MSPs from across party lines, committing to safeguard and advocate for Scotland’s fishing industry.

This momentous occasion was held at the industry’s largest gathering, symbolising a united front in supporting the fishermen at sea and onshore, who are vital to Scotland’s storied maritime heritage.

Conceived by Holyrood PR, the “Pride in the Seas” campaign highlights those involved in making the fishing sector sustainable, while vital to net zero transition and long-term food security. Through a three day exhibition in the Scottish Parliament, the pledge set out a series of asks for MSPs to support Scotland’s vital fishing industry.

Launch of the Industry Trends and Attitudes Report

Simultaneously, the SFF unveiled its groundbreaking “Industry Trends and Attitudes Report” during a crucial period of political transition in Scotland.

The report, which highlights the economic and environmental importance of the fishing sector, has set a new agenda for rebalancing the green policies with economic needs. It calls for a rational and informed approach to managing Scotland’s marine resources, advocating for the industry’s role in food security and sustainable practices.

The release of this report has sparked vital conversations among policymakers, stakeholders, and the public, evidenced by an extensive survey showing an overwhelming support for the fishing industry.

The findings indicate a clear mandate from the populace for the government to prioritise and protect this sector.

Navigating through challenges with strategic PR and media relations

Working closely with SFF and the eight associations it represents, Holyrood PR produced a series of strategic media releases which led to significant coverage across national and regional outlets, amplifying the message of unity and resilience within the Scottish fishing industry.

To achieve cut through, and to reach as wide an audience as possible, the PR experts secured prime STV coverage of both the report launch, and signing of the pledge.

The narrative was consistently aligned with the SFF’s mission to ensure a sustainable future for fishing, amidst the evolving political and environmental landscape.

Integrated approach

To continue amplifying SFF’s key messages, Holyrood PR’s digital experts worked closely with SFF to ensure these messages were aligned with the report and photo exhibition campaign elements across all of its social media channels.

This proactive approach ensured SFF was at the forefront of the conversation on fishing.

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