Politics communication: Five reasons why the wheels have come off the SNP communications machine

The art of politics communication has been painted with broad strokes in recent days.

One look at the latest polls show support for independence in Scotland now trails staying together.

And the reason is clear.

Half of those polled say they trust Nicola Sturgeon less since she gave evidence to the Alex Salmond enquiry.

We advise clients to go public when they want to clear up confusion.

So what has Scotland’s First Minister done to lose that trust?

Read on.

Reputational damage

22 consecutive polls showed more Scots wanted to leave the UK than wanted to stay.

But that changed in the last fortnight.

Alex Salmond put the metaphorical knife into his former pupil.

And Nicola Sturgeon returned the favour.

Since then, several polls have seen the case for independence damaged.

Most respondents blame what they’ve seen of the enquiry.

So here are five reasons I believe are behind that reversal of fortune.

All of them to do with reputation and communication.

1. Unity shattered

For approaching 14 years, the Scottish National Party has run the Scottish Government.

At first, with a slender majority at Holyrood.

Latterly with big majorities, or control supported by the Greens.

Their messaging was clear and unified.

All MSPs were tightly controlled in what they said publicly.

Towing the party line.

But when Alex Salmond and Nicola Sturgeon fell out, it was like Muhammad Ali stepping into the ring with Joe Frasier.

And two political heavyweights were set to slug it out in public.

Supporters were forced to choose one or the other.

And the SNP split into two camps.

2. Loss of trust in Alex Salmond

Former FM Alex Salmond won two court cases.

First, proving the SNP government had bungled an enquiry into his behaviour.

Then second, being found not guilty of 13 charges ranging from attempted rape to breach of the peace.

The detail of the charges was broadcast for several weeks.

And became a popular talking point across Scotland.

Then his QC was recorded on a train describing his client as a “sex pest” and “bully”.

Even those who had wished to see Mr Salmond walk free were left in little doubt as to how his advocate regarded him.

3. Loss of trust in Nicola Sturgeon

Scotland’s First Minister’s approval rating soared during the pandemic.

Her popularity in Scotland sat far higher than that of Prime Minister Boris Johnston.

She demonstrated superb communication skills (often the subject of this blog).

She handled every question asked at daily Covid briefings.

While also delivering an unpalatable message about staying at home and closing business.

A majority of Scots supported her leadership.

That was until her former friend Alex Salmond accused her inner circle of working against him.

He alleged it was:

“Even to the extent of having me imprisoned.”

He directly named Sturgeon’s husband and SNP CEO Peter Murrell.

Along with her Chief of Staff Liz Lloyd.

He added:

“This was a malicious and concerted effort to damage my reputation and remove me from public life.”

If coming from opposition parties, it would be a stunning allegation.

But to come from her former “best friend” and SNP legend, it took on the character of a Putin-esque plot.

4. Unconvincing marathon performance

Ms Sturgeon started on the front foot while reading her opening statement to the Holyrood Salmond Enquiry.

For eight hours, she answered questions.

Some were incisive.

Some were as effective as a chocolate teapot.

But three things indicated she was struggling at times.

Firstly, some answers were taken for a walk in the park.

Down a side street, then up a blind alley, as she spread her words across subordinate clauses.

Until any clear meaning was lost.

Secondly, she repeatedly failed to recollect information, using answers such as “I don’t know” or “can’t recall”.

This happened on at least 50 occasions over the eight hours.

We advise that “I don’t know” is the correct answer.

Once or twice.

After that, suspicion rises.

Thirdly, she was trampled by a herd of Pink Elephants

(That’s our name for unnecessary negatives.)

Using these turns of phrase painted the very picture she wanted to avoid.

One became the predominant headline on newspapers, radio and TV:

“I had no reason to want to get Alex Salmond.”

And now she’s talking about ‘wanting to get’ him.

It neatly summed up what she stood accused of.

Only the words were hers, and hers alone.

5. A new balance of power

Like football clubs, political parties swing from the heights of power to the depths of despair.

On Sunday, Rangers seized control of the Scottish football’s top prize after a decade of rebuilding.

And Celtic’s crown fell off.

The Conservatives enjoyed 18 years in Downing Street.

Before Labour seized 11.

The SNP have controlled Holyrood for 14 years.

But the see-saw has tilted again.

Largely because Mr Salmond is on one end of it and Ms Sturgeon is on the other.

So voters approaching the May 6^th election will have one more choice on the ballot paper than before.

Do they back Sturgeon or Salmond?

Already the polls are demonstrating the effects of that choice.

In a survey for the Scotsman newspaper, one-third say they’re less likely to vote for independence since the Salmond enquiry.

And half say they trust the current First Minister less because of what’s been submitted to the investigation.

Politics communication

At Pink Elephant, we spend our days working to enhance and communicate the reputation of companies and individuals.

So what do we learn from all this?

1. Organisations need to speak with only one voice
2. Once a reputation is damaged, it may be irreparable  
3. If specific allegations are laid against the leader, they must be accepted or proved wrong…or they linger
4. The current leader must perform against the greatest scrutiny…or support will wane
5. Once an organisation is split, it needs to rebuild to become effective again and speak with one voice

If you believe your team is in need of communications help, write to us.

Or, if you’d rather learn an e-learning video course at your pace from home, visit our Pink Elephant Academy.

Bill McFarlan is co-Founder and Executive Chairman at Pink Elephant Communications in Glasgow.

You can read his full profile here.

Photos in Politics communication blog by Scottish Government / CC BY / SteveR- / CC BY / Parliament TV / BBC Parliament / thehutch / CC BY-NC on Foter.com.
Politics communication blog written by Bill McFarlan.
Politics communication blog edited by Colin Stone.