FOOTNOTES
1. Scottish Office (1999), Shaping Scotland's Parliament: Report of the Consultative Steering Group, Edinburgh: Stationery Office.
2. An Independent Review of Government Communications (2004), Presented to the Minister for the Cabinet Office
3. See www.commongoodresearch.gov.uk and www.coi.gov.uk
4. Based on the number of participants (24) we can generalise the findings for the Jury as a whole, however we cannot generalise about sub-groups within the Jury, due to the smaller numbers ( e.g. by age, ethnicity, location, etc). A Citizens' Jury requires jurors to work predominantly in demographically mixed breakout groups.
5. Scottish Office (1999), Shaping Scotland's Parliament: Report of the Consultative Steering Group, Edinburgh: Stationery Office.
6. See glossary
7. It may also be that negative news was more memorable than positive reports, which would make it difficult to ensure people recognised balance even if it was delivered.
8. It was difficult to compare the Scottish Executive Citizens' Jury findings directly, because of the different branding architecture used by the Scottish Executive and the UK Government. The Scottish Executive's five superbrands are building a brand structure that is simple and uniquely Scottish, with key elements being recognised by jurors. Jurors all agreed that it was much easier to remember the five superbrands than the hundreds of brands that had previously been used.
9. See glossary
10. See glossary
11. Jurors were surprised to hear from experts that the Scottish Executive spends around £2 per head of population on campaigns and supporting communications. They thought the current quality of campaign materials reflected good value for money.