Council / Using communications firm is good example of ‘best value’, SIC chief says
Sandison says the SIC has on average spent less than £40k a year on using Message Matters
SHETLAND Islands Council leaders have defended the local authority’s use of a political communications firm – saying it has been well worth the spend over the last six years.
Political leader Emma Macdonald also reiterated it is “no secret” the council has engaged with PR specialists Message Matters to help liaise with government and politicians over a number of years.
It comes after some concern was shown about the SIC’s use of the Edinburgh-based company, including the cost.
Shetland Islands Council (SIC) chief executive Maggie Sandison said the cost of using the firm has averaged less than £40,000 per annum over the last six years, but believes its work has essentially helped to lever in millions to the isles.
“This is a really good example of best value given the return that it provides to the council,” she said.
Council leaders used the example of how Message Matters was used in its campaign to secure ‘fair ferry funding’ from the Scottish Government.
That funding settlement, which covers the SIC’s deficit in running its ferries, is now worth more than £20 million a year.
Macdonald said this has “completely transformed the council’s financial sustainability”.
She also said Message Matters was used when bidding for UK Government funding for the replacement Fair Isle ferry project, which came back with a pledge of around £27 million, while the SIC enlisted its help when speaking out about the cost of living in 2022.
There has been also work about the ‘Shetland tariff’ concept – cheaper bills for locals given that Shetland is a net exporter of energy – as well as highly protected marine areas and the national care service idea.
Macdonald suggested that previous councils have found it difficult to engage with government.
“The difference that working with Message Matters has delivered can clearly be seen by the number of UK and Scottish Government senior politicians who visit Shetland and the buy-in being demonstrated to the Shetland tariff, the concept of tunnels and the key role that Shetland plays in the UK and Scottish economy,” she said.
Sandison also said the company does not deliver the message in place of the council itself.
“We tell them what we want to say and then they craft a message trying to make it land as best it can with UK and Scottish governments,” she added.
“I think that’s been transformational in terms of getting Shetland noticed.”
Message Matters was founded by Andy Maciver, who previously worked in communications for the Conservatives, and former Tory MP Peter Duncan.
It also supports businesses, with EDF, Stena Line and P&O among its clients as well as Equinor, the Norwegian firm which is behind the planned Rosebank oil and gas development to the northwest of Shetland.
The company has also not been shy in promoting its work with the SIC either, having plugged its work for example on the It’s All Happening in Shetland brochure in early 2022.
One local councillor who has expressed concern is Green member Alex Armitage, particularly over Message Matters providing support to Equinor plus offshore wind developer Ocean Winds, which has a stake in plans for development east of Shetland.
“I am concerned that the companies and organisations that use Message Matters’ services have interests that do not align with the interests of Shetlanders,” he said.
Armitage claimed that although he is not against the principle of hiring politically “neutral consultants to assist with meeting the objectives of the SIC”, Maciver has a “clear political agenda, appearing to be aligned with the interests of large energy corporations”.
He also questioned which doors does Message Matters open for the SIC, and “on what terms?”
“It’s perhaps unsurprising that as a Green, I am concerned by Andy Maciver’s influence in Shetland politics,” he said.
The councillor added that it “appears that the SIC leadership is leaning heavily on Message Matters for political advice”.
“Democracy, accountability and transparency are principles that we should hold highly,” Armitage said.
“Significant public funds will have been used for the services of Message Matters and Andy Maciver has been given huge opportunities to shape Shetland’s political discourse, potentially at the expense of the power of local councillors, who, unlike him, were democratically elected by the people of Shetland.”
It is understood that Message Matters’ work with Equinor relates to its plans to create of a water-fed pool in mainland Scotland to encourage a local nesting population of birds, to mitigate the potential impact on Sandwich tern numbers from its offshore wind energy operations .
The Ocean Winds work is believed to revolve around a Moray offshore wind farm, not the Arven one proposed to the east of Shetland.
Speaking in response to Armitage’s concerns, Maciver said the work Message Matters carries out for Shetland Islands Council is at the direction of officials and elected councillors.
“I have given annual presentations to councillors for the last three years, during which no concerns have been raised about the nature or impact of our work,” he said.
“I have always been, and remain, very open to all Shetland councillors contacting me directly with any questions or concerns; this has not happened to date.”
Maciver added that Macdonald, Sandison and depute leader Gary Robinson have developed “uniquely strong relationships” with ministers in both the UK and Scottish governments, with his firm “pleased” to assist this development.
“These relationships, and the approach each has taken to government engagement, is delivering substantial benefits for people in Shetland,” he added.
“I am 100 per cent confident that the fee paid to Message Matters is substantially outweighed by the benefit our relationship is creating for Shetland.
“Use of a third-party specialist agency to help access central government, and to create and deliver a message for central government, is common and conventional, and specifically tailored for a specific outcome.
“We are deeply committed to this work, and hugely optimistic about continuing to assist the council with the delivery of game-changing benefits for the people of Shetland.”
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