Scottish Media Training’s Devin Scobie explains why a training request from one of the main political parties ahead of the Holyrood Elections helped equip prospective MSPs deal with the media maelstrom that lies ahead
In nearly 30 years, we’ve t
rained literally thousands of clients, many across different roles as they change jobs or gain new responsibilities. Political consultancy is one of the core services (along with more traditional PR and social media training) that we offer, but prospective politicians bring their own challenges.
We would say this, of course, but media training should be an essential part of preparing prospective Scottish Parliament candidates for public office, particularly for those who are eventually elected as MSPs. The Holyrood elections on 7 May remind us that modern politics operates in a fast-moving media environment where interviews, televised debates, social media engagement, and public scrutiny shape (and can destroy) political reputations as much as policy positions. Effective media training helps candidates communicate clearly, confidently, and consistently with voters across Scotland.
One of the main benefits of training is that it equips future MSPs with the skills needed to explain complex political issues in an accessible and persuasive way. Topics such as healthcare, education, transport, and planning matters can be difficult for the public to follow. Candidates who are trained to deliver concise and understandable messages are more likely to build trust and connect with constituents.
We worked with one of the major parties (and signed an NDA so can’t say too much) but of the eight senior candidates we trained, all eight are now elected MSPs representing many different regions across Scotland. For most trainees it is getting them to relax and open up – for most prospective elected politicians, it’s being concise and slowing down so voters might actually hear their key messages!
In addition, social media has increased the speed at which comments and mistakes can spread. Multiple MSPs in the last parliamnt said they felt ‘caught out’ by journalist finding ‘ancient’ messages – yet the journalist didn’t write them… A poorly phrased statement can quickly become a national controversy and a career can end in hours rather than days or weeks. Media training and especially social media encourages awareness of public perception and teaches candidates how to engage responsibly online.
Ultimately, strong communication skills are vital for effective political leadership. MSPs who can communicate with clarity and credibility are better positioned to represent constituents, influence debate, and strengthen democratic engagement within Scotland. I suspect we’ll be meeting a few more newbies soon…