Opinion Leader Research
ISBN 978 0 7559 6714 8 (Web only publication)
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CONTENTS
CHAPTER ONE INTRODUCTION
Research objectives
Key findings
CHAPTER TWO METHODOLOGY AND RATIONALE
Methodology - strengths and limitations of a Citizens' Jury approach
Agenda and discussion guide
Expert witnesses
Rationale
CHAPTER THREE DISCUSSION OF FINDINGS
Jurors' perceptions of the Scottish Executive
Communications and perceptions of the Scottish Executive
Jurors' perceptions of Scottish Executive communications
Jurors' perceptions of Scottish Executive language
Communicating with the Scottish Executive
Future Scottish Executive communications options
CHAPTER FOUR CONCLUSIONS AND RECOMMENDATIONS
Trust in Government
Communicating with Scottish Government
Views of Scottish Government
National Scottish news and current affairs media
Local news and current affairs media
Ministers' language
Mass media campaigns
Media choice
Criteria for successful communications (1)
Criteria for successful communications (2)
Future communications options
Greater communication between Scottish Executive and the public
Future research
ANNEX 1 SUMMARY OF MAIN PHILLIS REVIEW GROUP CONCLUSIONS
ANNEX 2 GLOSSARY
The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.