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Operations

Public relations firm: a Holyrood briefing template

A public relations firm can use this Holyrood briefing template to prepare an MSP meeting, shape committee evidence and make the client’s ask clear.

Editorial Desk · · 9 min read

What to take away

  • A public relations firm working near Holyrood should assess agency-client communications against the Lobbying (Scotland) Act 2016 and current Scottish Parliament guidance.
  • Scottish Government procurement follows the Procurement Reform (Scotland) Act 2014 and the national procurement policy, so PR briefs need to show value for money and fair work practices.
  • The Edinburgh media scene is shaped by The Scotsman, The Herald, BBC Scotland, STV and a strong third sector press.
  • A practical briefing template for the Scottish Parliament and Holyrood should cover the ask, the evidence, the spokesperson and the timing.
  • Common compliance mistakes include late registration, unclear client disclosure and ignoring the Scottish Government's procurement thresholds.

Lobbying registration rules for agencies working near Holyrood

The Lobbying (Scotland) Act 2016 establishes the Scottish Parliament’s Lobbying Register. It applies to regulated lobbying communications with MSPs, Scottish Government ministers and special advisers; whether an agency must register depends on the statutory test and the Parliament’s guidance. If your agency arranges or makes a communication for a client, assess it against those rules and keep a record. A return covering regulated lobbying is due within 30 days after the end of the relevant quarter.

The register is public. It lists who met whom, when and what was discussed. Agencies must record the client, the subject and the outcome. A public relations firm that fails to register can be reported to the Parliament's Standards, Procedures and Public Appointments Committee. That committee can impose sanctions.

The threshold matters. You do not register every casual conversation. The Act covers oral and written communications made to influence a member's decision. It also covers attempts to influence. If you are unsure, record it. The cost of over-reporting is low. The cost of under-reporting is reputational and legal.

There is a separate UK register for consultant lobbying, run by the Office of the Registrar of Consultant Lobbying. It covers meetings with UK ministers and permanent secretaries. It does not replace the Scottish register. Agencies working across both systems need both sets of records.

For the wider constitutional picture, the Office of the Advocate General for Scotland - GOV.UK explains how Scotland-specific law sits within the UK framework.

Use the Scottish Parliament’s Lobbying Register online forms to register and submit returns. The Parliament’s Lobbying Register guidance explains the registration and reporting requirements; check it when activity occurs, rather than relying on staff memory as roles change. Assign an owner to record contacts and submit each return within 30 days after the end of the relevant quarter.

Scottish Government procurement rules and how they affect PR briefs

Scottish Government procurement is governed by the Procurement Reform (Scotland) Act 2014. It sets out how public bodies buy goods and services. PR and communications contracts fall within its scope. The Act requires fair and equal treatment of suppliers. It also requires transparency.

Scottish procurement bid process

  1. Check current procurement thresholds
  2. Below thresholdquick quote
  3. Above thresholdcompetitive tender
  4. Show sustainable procurement duty
  5. Prove measurable outcomes
  6. Explain delivery in Scotland

There are thresholds. Below them, a public body can use a quick quote process. Above them, it must run a competitive tender. The exact figures change, so check the current Scottish Government procurement guidance before you bid. A PR brief that ignores the threshold will be rejected on process grounds.

Scottish procurement also includes a sustainable procurement duty. Bidders must show how they will improve economic, social and environmental wellbeing. For a PR agency, that means showing how your campaign will support fair work, community benefit or environmental aims. A generic pitch will not pass.

For a UK-wide national security procurement context, see Procurement in the national interest - GOV.UK. It is not Scottish Government procurement policy. For a Scottish bid, use the Scottish Government’s Procurement Journey and the Scottish Procurement Policy Handbook, alongside the buyer’s tender documents.

Public relations firm bids often fail on two points. First, they do not show measurable outcomes. Second, they do not explain how the work will be delivered in Scotland. Name your Edinburgh team, your local media contacts and your understanding of the Scottish Parliament's timetable. That is what buyers want to see.

For agency research, Scottish PR firms include Muckle Media and The BIG Partnership. Treat these as starting points for due diligence, not endorsements; check each firm’s current public-affairs offer and Holyrood experience before shortlisting.

The Scottish media scene: what Edinburgh journalists cover

Edinburgh is a two-speed media city. It has a national press corps and a strong local and third sector press. The Scotsman and The Herald are based in the city and cover Scottish politics, business and culture. Scotland on Sunday and the Edinburgh Evening News also commission from here. BBC Scotland and STV have their political units at Holyrood.

Holyrood press office is not one office. Each party, each minister and each public body runs its own press operation. The Scottish Parliament's own media team handles parliamentary business. The Scottish Government's press office handles ministerial announcements. If you want coverage, you need to know which office owns the story.

Broadcast regulation in the UK comes from the Communications Act 2003. Ofcom enforces the Broadcasting Code under that Act. That matters for PR because you cannot ask a broadcaster to run a party political broadcast without meeting the rules. You also cannot pay for news coverage on regulated broadcasters.

The Edinburgh media scene also includes a large charity and third sector press. Organisations such as SCVO and many housing associations have their own news channels. They are often more receptive to public affairs stories than the national press. Build those contacts early.

For a wider view of how regulation shapes agency work across the UK, see this UK rules and compliance guide.

A briefing template for the Scottish Parliament and Holyrood

A briefing template saves time and reduces risk. Use the same structure for every client. It should fit on two pages. The first page is for the politician or official. The second page is for your agency team.

Here is a worked example. A housing charity wants to brief MSPs on rent arrears. The agency books meetings with three MSPs. The template below is what the agency prepares.

Copy-ready template: MSP or official-facing page

Client and sender:
[organisation, agency contact and role]
Recipient and purpose:
[MSP or official, and why this person is being approached]
The ask:
[one clear action requested]
Why it matters in Scotland:
[the issue and its relevance to the recipient's work]
Evidence:
[key claims, each with its source; identify anything that still needs checking]
Suggested response or questions:
[practical points the recipient could raise or consider]
Spokesperson and follow-up:
[who can answer questions, contact details and proposed next step]

Agency working page

  • Meeting and contact record:[date, attendees, client and purpose]
  • Disclosure and compliance check:[who the agency represents and whether the communication needs to be assessed under the Lobbying (Scotland) Act 2016 and the Scottish Parliament's Lobbying Register guidance]
  • Evidence and handling notes:[source checks, permissions, confidentiality and follow-up owner]

Parliamentary routes and contact practice

For committee evidence, check the Scottish Parliament committee's published call for evidence and follow its instructions and deadline. Committee clerks can direct process questions. The Scottish Parliament Information Centre (SPICe) provides research and information to Parliament; do not treat it as a substitute for submitting evidence through a committee's stated process. Cross-party groups have their own remits and meeting arrangements, so check those before asking to brief a group. When approaching an MSP, identify the client, explain the purpose and ask, and assess whether the communication is regulated; do not assume that a written briefing is automatically exempt.

Worked example: housing charity briefing on rent arrears

  • Client and audience:A housing charity briefing the three MSPs whose meetings have been booked. Tailor each copy to the recipient’s work on rent arrears.
  • The ask:Ask each MSP to hear the charity’s documented concerns about rent arrears and consider whether to raise them with the relevant minister or committee.
  • Why it matters in Scotland:The briefing concerns rent arrears and sets out the charity’s account of the issue; relate it to each recipient’s work without making unverified claims about policy or responsibilities.
  • Evidence:Use anonymised casework examples held by the charity. Attribute each claim to its supporting record and include figures only after checking them.
  • Suggested response or questions:Ask the MSP to consider the documented concerns and whether they merit discussion with the charity or through an appropriate parliamentary route.
  • Spokesperson and follow-up:The charity’s representative can discuss the evidence. Include their contact details in the final briefing and agree who will send any follow-up material.
  • Agency notes:Record the client, attendees, purpose and compliance assessment, then assign an owner for follow-up.

Two-page briefing template

  • Headerclient, date, meeting request
  • The askone sentence
  • Backgroundthree short paragraphs
  • Evidencetwo or three sourced bullets
  • Spokespersonname, title, contact
  • Timingcommittee date, media window
  • Riskone paragraph plus registration line

Use the same template for Scottish Government meetings, adapting the recipient, the ask and the relevant evidence. Check the rules that apply to that audience separately.

A good briefing is not a press release. It is a decision aid. Keep it short, sourced and specific to Scotland.

Common compliance mistakes for Edinburgh PR agencies

Mistake one: missing the Lobbying Register return deadline. Submit the required return within 30 days after the end of the quarter in which regulated lobbying took place, using the Scottish Parliament’s online form. Check the Parliament’s Lobbying Register guidance for the information required and assign an owner to record contacts and submit returns.

Six compliance mistakes to avoid

  • Late lobbying registration
  • Unclear client disclosure
  • Ignoring procurement thresholds
  • Treating Scotland as a region of England
  • No media monitoring
  • Poor record keeping

Mistake two: unclear client disclosure. The register asks who you represent. If you act for a coalition, name the members. If you act for a trade body, say so.

Mistake three: ignoring procurement thresholds. A public relations firm bidding for a Scottish Government contract should check the current Scottish Government Procurement Journey and the buyer's tender documents before deciding how to proceed. The same applies to local authorities and health boards.

Mistake four: treating Scotland as a region of England. It is not. The Scottish Parliament has different powers, different committees and a different timetable. The devolution changes PR strategy in ways that matter for messaging, media and compliance.

Mistake five: no media monitoring. The Edinburgh media scene changes fast. New editors, new programmes and new digital outlets appear. If you do not monitor, you will pitch to the wrong person.

Mistake six: poor record keeping. Keep your briefing notes, your register entries and your procurement correspondence for at least three years. You may need them for an audit or a complaint.

For a separate look at agency services in England, see this guide.

Common questions

Do I need to register if I only meet an MSP once?
One meeting can be enough, but only if the communication meets the statutory test for regulated lobbying. Check the Scottish Parliament’s Lobbying Register guidance and submit the required return within 30 days after the end of the relevant quarter.
Does Scottish Government procurement apply to small PR contracts?
Yes, but the route depends on the contract and the buyer's requirements. Check the current Scottish Government Procurement Journey and the tender documents before bidding; do not assume a quote is sufficient.
Can I brief a journalist and an MSP with the same document?
No. A journalist needs a story. An MSP needs a decision aid. Write two documents, even if the facts are the same.
Who regulates lobbying in Scotland?
The Scottish Parliament does, under the Lobbying (Scotland) Act 2016, with the Standards, Procedures and Public Appointments Committee responsible for relevant parliamentary scrutiny. The UK register is separate.
What is the biggest compliance risk for a new agency in Edinburgh?
Assuming that UK rules cover everything. Scotland has its own lobbying register, procurement rules and parliamentary timetable. Learn them before you pitch.
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