Forestry and Land Scotland

National and international media outreach

Consumer, Public Sector
Media Relations, Digital Marketing

Environmental communications 

Forestry & Land Scotland (FLS) manages forests and land owned by Scottish Ministers to enable economically sustainable forestry while conserving and enhancing biodiversity and the environment. We have worked as an extension of the in-house communications team since early 2020 to help make the case for more productive forestry in Scotland; to explain modern forestry practice; promote FLS’s biodiversity and habitat enhancement work, alongside the need for robust deer management.  

We research and develop stories, create news hooks, craft compelling content and leverage our strong relationships across UK media, from national TV news to hyperlocal media. We: 

  • Research and sell in high-impact stories of Scotland or UK wide interest into national UK media, for example vertical farms and forestry 
  • Craft and place local and regional media stories on particular aspects of FLS’s work, for example pine marten conservation in SW Scotland 
  • Design and implement campaigns such as last year’s Protect Scotland’s Wildlife and Fungi Foraging campaigns both of which secured extensive coverage including a 6-minute segment on BBC Breakfast News. 
  • Ghost write thought leadership and sector specific trade media articles for FLS staff, for example on sustainable forestry 

In a 12 month period (Sept 2022-23) we secured 231 pieces of coverage with a total impact score of 44 million and a reach of 55 million, 391 brand mentions and 83% positive in tone (16% neutral).