THE Brief
Preparing spokespeople for Scotland’s biggest policy debate.
Friends at the End (FATE) appointed Orbit Communications to deliver bespoke media training for its Board of Trustees ahead of heightened debate on the Assisted Dying for Terminally Ill Adults (Scotland) Bill.
The objective was to equip spokespeople with the skills, confidence and message discipline needed to handle intense media scrutiny across broadcast, print and digital channels.
Our Approach
- Designed and delivered a tailored, full-day media training programme.
- Created bespoke materials covering interview techniques, message development, media risk and the modern news landscape.
- Developed realistic interview scenarios reflecting current issues and likely lines of questioning.
- Delivered filmed TV, radio and print interview simulations with personalised feedback.
- Strengthened message discipline, confidence and handling of challenging interviews.
- Provided comprehensive takeaway guidance for future media opportunities.
outputs & outcomes
The training gave FATE’s Board the confidence and practical skills to communicate clearly and consistently on one of Scotland’s most sensitive public policy issues.
Board members went on to undertake extensive television, radio and print interviews in the run-up to—and on the day of—the parliamentary vote, helping ensure FATE presented a confident, credible and consistent voice throughout a period of intense national media interest.
14 Million
Total opportunities for people to hear or see FATE
This included
12.9 Million
Broadcast and digital media
1.1 Million
Print circulation
Our campaign ensured FATE became a leading voice in Scotland’s national conversation on assisted dying law reform.
