We can also expect strenuous efforts to position clients positively against the background of the new political landscape, with new 'coalition-friendly' initiatives.
The problem comes when we see the 'roll out' of these ideas to Scotland. Too often, some London-based consultancies (and journalists) fail to understand the nature of devolved government. It's not just that Scotland has a devolved government; there is a different political culture, with markedly different trends.
In the 2010 election, although Labour won in its English heartlands, there was still a swing to the Conservatives in those areas. In Scotland, this trend was mainly the opposite. In Carlisle, Labour lost with a 7.7 per cent swing to the Tories, but in nearby Dumfries and Galloway, the swing was 4.3 per cent to Labour. As Scotland continues to move in a markedly different direction, simply trying to 'tartanise' UK-wide initiatives will not work - nor will it play well with Scottish parliamentarians or its national media.
PR and public affairs programmes will only work in Scotland if firms and agencies develop a distinctively Scottish approach that recognises the divergence in public attitudes between Scotland and England.
