Analysis: Private sector expertise can help get the message across

There are a number of examples of the Scottish Government and the private sector working together to deliver strong messaging, and we envisage more opportunities for private businesses to become more involved in communicating information either to the public at large or to specific audiences.

What the private sector will not do is to assume the financial responsibilities of funding government advertising campaigns for no return, but what we can do is to help it produce and deliver a better marketing product for the best possible value.

Here at Scottish Chambers of Commerce, we have worked with NHS Health Scotland to find new ways of marketing its Healthy Working Lives advice line to small- and medium-sized businesses. That has meant using private sector expertise and experience to create a more business-oriented suite of marketing messages and materials, while delivering best value to the taxpayer.

The public sector has many markets and audiences and needs to communicate effectively with each. However, often the private sector has the best people with the right experience to deliver innovative and engaging messaging that will have the most positive impact.

While work has often been contracted out to the private sector in the past, we do see a future for a greater degree of partnership between the public and private sectors, ensuring that both emerge stronger and more enriched from the experience.

• Liz Cameron is Scottish Chambers of Commerce chief executive.