Update: Unified Communications Strategy for Scottish Independence - A Summary
Jim Mennie
Added at 11:13 on 08 August 2025
I believe to win Independence for Scotland, we urgently need a structured 'sales process' mentality, starting with one, and only one, central message to be repeated over and over by every Independence group.
FREE SCOTLAND FROM WESTMINSTER RULE #freescotland26
One of the best Strategic Sales Trainer I ever met, Dermott Bradley, used the expression "Sales is a process, not a problem" Substitute 'Sales' with 'Winning Independence'
Before retiring, I was a Global Account Manager with one of the world's largest telecoms companies responsible for winning major bids against the likes of AT&T, Worldcom, Verizon and the like. To win against these companies needed strategic account selling skills, and some of the 'Gurus' tools and techniques are mentioned here.
Unity
To address the fragmentation among pro-Scottish independence groups, the SNP's leadership gap, and the overwhelming volume of disjointed materials, a comprehensive communications strategy is essential.
This strategy draws on three proven frameworks: Sun Tzu's The Art of War for overarching strategic principles (emphasizing unity, deception, and knowledge of the terrain); Neil Rackham's SPIN Selling for crafting persuasive messaging that uncovers needs and builds buy-in; and Jim Holden's Power Base Selling for navigating power dynamics, identifying influencers, and building alliances.
The goal is to harness the diverse outputs from groups like Yes Scotland, Believe in Scotland, Common Weal, and others (e.g., rebuttals by MSM Monitor to BBC Scotland or STV News disinformation) into a cohesive, amplified narrative that advances independence without diluting individual efforts.
The strategy is structured in phases:
- Preparation (Sun Tzu-inspired assessment),
- Messaging (SPIN-inspired persuasion),
- Alliance-Building (Power Base-inspired coordination), and Execution with Actions. This creates a "united front" where groups retain autonomy but align on core themes, timing, and amplification, turning silos into a joint task-force.
Phase 1: Preparation – Know Yourself, the Enemy, and the Terrain (Sun Tzu's Principles)
Sun Tzu emphasizes "If you know the enemy and know yourself, you need not fear the result of a hundred battles." Apply this to map the landscape, avoiding reactive silos by proactively identifying strengths, weaknesses, and opportunities.
Self-Assessment: Conduct an internal audit of all pro-independence groups to catalog existing materials (e.g., rebuttals to anti-Scottish media spin, positive economic analyses). This reveals overlaps (e.g., multiple groups debunking the same BBC claim) and gaps (e.g., lack of youth-focused content).
Enemy Analysis: Systematically track "opponents" like unionist media (BBC Scotland, STV) and political entities. Use Sun Tzu's deception tactic: Instead of direct confrontations, frame rebuttals as "revealing hidden truths" to undermine credibility subtly.
Terrain Mapping: Understand the digital and physical "battlefield" – social media algorithms favor unified trends, while street campaigns (banners, posters) need visual consistency. Identify fast-moving events (e.g., UK budget announcements) for timely, coordinated responses.
This phase ensures efforts are strategic, not scattershot, preventing dilution of messages.
Phase 2: Messaging – Uncover Needs and Build Desire (Neil Rackham's SPIN Selling)
Rackham's SPIN model shifts from "telling" to "asking," using questions to guide audiences toward realizing their needs. Adapt this for communications: Treat the Scottish public as "buyers" of independence, with messaging that probes problems in the union, amplifies implications, and highlights payoffs.
Situation Questions: Start materials with neutral facts to set context, e.g., "How has Westminster's control affected Scotland's NHS funding?" This draws in undecided voters without immediate confrontation.
Problem Questions: Highlight issues exposed by groups' rebuttals, e.g., "Are you frustrated by BBC Scotland's negative spin on Scotland's renewable energy successes?" Aggregate group analyses into themed campaigns (e.g., a weekly "Media Myth-Buster" digest).
Implication Questions: Deepen impact, e.g., "If disinformation continues, what does that mean for Scotland's economic future and our children's opportunities?" This turns isolated articles into narratives showing broader union failures.
Need-Payoff Questions: End with benefits, e.g., "Wouldn't independence give Scotland control over its own story and resources?" Use this to reframe group materials into positive visions, like unified posters clearly stating "FREE SCOTLAND FROM WESTMINSTER RULE"
By applying SPIN, disjointed rebuttals become a persuasive funnel: From awareness of media lies to desire for independence, ensuring consistent tone (empowering, not angry) across all outputs.
Phase 3: Alliance-Building – Map and Leverage Power Bases (Jim Holden's Power Base Selling)
Holden's framework focuses on complex sales by identifying "power bases" (influencers, decision-makers) and building coalitions. Translate this to independence: View groups as "internal stakeholders" and external allies (e.g., influencers, diaspora) as power nodes to unify.
Identify Power Bases: Classify actors – "Foxes" (agile influencers like high-profile activists or X/Twitter accounts), "Eagles" (visionary leaders in groups), and "Bears" (resistant elements, e.g., SNP factions). Map how groups' leaders connect to media, politicians, or communities.
Build Coalitions: Create a "Power Network" where groups share resources without losing identity. For example, designate "lead foxes" for themes (one group handles economic rebuttals, another media analysis) to avoid duplication.
Neutralize Opposition: Use Holden's "competitive traps" – preempt unionist spins by coordinating preemptive releases, e.g., a joint analysis of STV's "negative good news" before it airs.
This turns silos into a networked force, with the SNP positioned as the "eagle" providing vision (e.g., a national independence roadmap).
Phase 4: Execution – Actionable Steps with Timelines
To operationalise, implement these actions in a 12-month rollout, starting with quick wins to build momentum. Assign roles: A new "Independence Communications Hub" (ICH) – a lightweight, volunteer-led body (perhaps under SNP auspices) – to coordinate without bureaucracy.
Month 1-2: Establish the Hub (Sun Tzu Preparation)
Action: Convene a virtual summit of group leaders (via Zoom or in-person in Edinburgh/Glasgow) to agree on ICH formation. Invite 20-30 key groups (e.g., Scottish Independence Foundation, Radical Independence Campaign).
Output: A shared database of materials (Google Drive or similar) and a "core message manifesto" (3-5 key themes: Economic Empowerment, Media Truth, Cultural Pride).
Metric: 80% group buy-in.
Month 3-4: Develop Unified Messaging Toolkit (SPIN Messaging)
Action: Train volunteers on SPIN via workshops; repurpose existing materials into templates (e.g., SPIN-structured rebuttal articles, social media graphics). Create a central content calendar syncing with events (e.g., Holyrood sessions).
Output: Branded assets (e.g., posters with consistent hashtags like #defacto26 #FreeScotland26 distributed to all groups.
Metric: Reduce duplicate posts by 50% through shared reviews.
Month 5-8: Build and Activate Alliances (Power Base Coordination)
Action: Map power networks using tools like mind-mapping software; assign "theme leads" (e.g., one group for BBC rebuttals). Launch joint campaigns, like a "United Rebuttal Week" amplifying analyses across platforms. Engage diaspora via X/Twitter influencers.
Output: Cross-promotion agreements (e.g., groups retweet each other's content) and SNP-led vision statements tying into group work.
Metric: Increase reach by 30% via coordinated amplification (track via analytics).
Month 9-12: Amplify and Adapt (Ongoing Iteration)
Action: Monitor media (e.g., weekly scans of STV/BBC) for disinformation; respond with pre-planned SPIN rebuttals.
Use Sun Tzu's adaptability: Quarterly reviews to adjust based on polls or events (e.g., UK elections).
Output: Annual report on impact (e.g., shifted public opinion via YouGov tracking).
Metric: Achieve 10% uplift in independence support polls through unified efforts.
Potential Challenges and Mitigations
Resistance to Coordination: Mitigate with Sun Tzu's "divide and conquer" in reverse – start small with willing groups to demonstrate value.
Resource Constraints: Leverage free tools (e.g., Canva for posters, Hootsuite for scheduling) and volunteer power.
SNP Leadership Gap: Position ICH as SNP-supportive but independent, encouraging them to adopt the vision.
This outline strategy transforms fragmented energy into a strategic force, much like successful independence movements (e.g., Catalonia's coordinated digital campaigns). By blending Sun Tzu's wisdom, SPIN's persuasion, and Power Base's networking, pro-independence groups can cut through noise, counter disinformation, and build a compelling case for Scotland's future. If implemented, it could reinvigorate the movement toward a win.