
The latest from Perceptive Communicators
Beyond Surfing: Why Scotland, and a Wave Pool, is a Turning Point for Surf Therapy
Scotland’s surf-therapy story is remarkable. As a proud Scot and the world’s first PhD holder in surf therapy (2022), I’ve seen our progress first-hand: established programmes changing lives, a deep research partnership with Edinburgh Napier University, and a wave pool built with wellbeing at its heart.
Patients are at the heart of the life sciences industry
Working in life sciences, every day begins with one question: how will today’s work change a patient’s life tomorrow? This focus grew out of my own experience of contracting malaria as a child in rural Yemen and is underpinned by my work with the Scottish Patient Awareness Council (SPAC) which seeks to empower the ultimate end user of life sciences innovations. Patient stories remind us that transparency, predictability and empathy matter just as much as the efficacy, quality and safety of a vaccine or treatment.
Why Gender Balanced Leadership Matters
As a mother of two school-aged daughters, I often think about the example I set for them. It’s too early to tell if they will become the next female leaders in construction, but if I can show them that women can succeed in senior roles, that resilience and a strong work ethic open doors, and that they should never doubt their ability to achieve, then I’ll have done my job.
Scotland Offers The Deal of the Century: But We Must Back Our Best Companies to Stay and Grow
Across the UK, business leaders are navigating a marketplace full of uncertainty. From inflationary pressures and supply chain issues to the knock-on effects of geopolitical disruption, the current economic environment is volatile and for some, confidence is fragile. In my work as a trainer and business coach I speak to leaders across a range of industries, from construction and logistics to professional services and tech.
A common theme has emerged: leaders are carrying almost the entire burden of stress and responsibility while many team members appear more focused on their own rights and rewards than on their role in the collective effort.
Leadership can't carry it all, so is it time to turn the heat up on our teams?
Across the UK, business leaders are navigating a marketplace full of uncertainty. From inflationary pressures and supply chain issues to the knock-on effects of geopolitical disruption, the current economic environment is volatile and for some, confidence is fragile. In my work as a trainer and business coach I speak to leaders across a range of industries, from construction and logistics to professional services and tech.
A common theme has emerged: leaders are carrying almost the entire burden of stress and responsibility while many team members appear more focused on their own rights and rewards than on their role in the collective effort.
Female Leaders in Construction (FLIC) appoints new advisory board
FLIC (Female Leaders in Construction) has appointed five new Advisory Board members. Karen Campbell, Group Corporate Communications Director at the Springfield Group, Louise Chambers, Partner at Burness Paull, Hazel Davies, Sales & Marketing Director at Cruden, Elaine Farquharson-Black, Partner at Brodies and Marion Forbes, Director of Performance & Organisational Change at AC Whyte & Co Ltd.
Planning System Must Match the Ambition to Solve Scotland’s Housing Emergency
One year ago, Scotland declared a housing emergency, yet we are still nowhere near tackling this challenge. It’s a stark assessment but not a surprising one for those of us working at the heart of housing delivery.
It’s not just a challenge for the homebuilding industry but one that affects everyone. Having a safe and warm place to call home has a direct impact on educational attainment, physical and mental health. Recent statistics from Shelter report over 10,000 children are living in temporary accommodation, the highest level since records began in 2002, which has detrimental implications that can last a lifetime.
Coaching poor performers is both a challenge and an opportunity
Having worked with hundreds of clients in a range of businesses and organisations over the past three decades, one consistent challenge is under-performance. This can result from a variety of causes, from being promoted too soon, struggling to meet performance expectations, a loss of motivation, strained colleague relationships, to stress and burn out.
When I am asked to coach someone described as a "poor performer," my first step is to check if coaching is the right approach. Poor performance is often attributed to attitudinal and behavioural issues, rather than a lack of skills or expertise which might actually be the case. Addressing underperformance also requires a deeper understanding of the employee’s motivations, perceptions, and emotional reactions. Again this is often overlooked.
The energy transition is getting strained – and that’s when things break
It’s been nearly two weeks since Spain’s national grid faltered - plunging parts of the Iberian Peninsula into chaos and dragging Portugal with it. The initial response, as ever, was to look for someone to blame. Hackers? Foreign powers? But there was no hostile actor behind the failure. This was a system buckling under the strain of its own transition.
It’s a stark reminder: as we rush to decarbonise, the energy transition is becoming increasingly stretched - and under strain is when things break.
Longniddry Village: A Masterclass in Multi-Generational Living
In today’s housing landscape, developers have a greater responsibility than ever before. While addressing the national housing shortage remains a key part of our role, we need to go beyond numbers on a spreadsheet and take the time and care to create places where people of all ages can not only live, but thrive. That means building real communities.
At Cruden Homes, we believe that truly successful developments are those that promote multi-generational living; where young and old and everything in between can live harmoniously, side by side. Our award-winning Longniddry Village in East Lothian does exactly that - a development carefully conceived to cater for all life stages, from first-time buyers and young families to empty nesters and retirees.
Navigate choppy political waters with proper public affairs support
As Scotland prepares for its next parliamentary election, the evolving political climate presents a unique opportunity to influence. We are approaching a critical juncture with just one year to go until the next Holyrood vote, whilst the new UK Labour Government will soon have had its first full year in office.
They say a week is a long time in politics. For the Prime Minister that first year will have felt like an age, seeing his popularity plummet and his party’s lead in the polls disappear.
Investing today for the leaders of tomorrow
Scotland’s life sciences sector is a crucial part of the nation’s economy, contributing groundbreaking innovation in areas such as biotechnology, pharmaceuticals, and vaccine manufacture.
Recent data shows the sector now contributes almost £10.5bn to the Scottish economy, with life sciences exports worth £4.3bn, and the potential is building. Its strong academic foundation, coupled with a robust talent pool and the Scottish Government’s life sciences strategy, makes Scotland a prime destination for innovation and investment.
Homes for Scotland Awards Shortlist Success
Perceptive Communicators is shortlisted for Supporting Member of the Year at the Homes for Scotland Awards.
The energy transition: A journey fraught with change
The energy industry is in a state of flux. As someone who has spent decades working in Scotland's renewable energy sector, I’ve witnessed first-hand just how dynamic and unpredictable this industry can be. But even I find myself awestruck by the pace of change we are experiencing now - a pace that feels exhilarating, but also deeply challenging.
Perceptive Communicators wins PRmoment ‘Consumer Campaign of the Year’
Perceptive Communicators wins ‘Consumer Campaign of the Year’ for its work on the launch of Lost Shore Surf Resort at the 2025 PRmoment Awards.
Building the future of education in Edinburgh: addressing the urgent need for new schools
As Edinburgh continues to grow and evolve, so too must its educational infrastructure. The rapid development of new housing projects in areas like Granton, Gilmerton and South Queensferry highlights a pressing need for new schools to accommodate families moving into these vibrant communities.
In my role at Will Rudd Edinburgh, I am acutely aware of the challenges and opportunities this presents. Our mission is to not only meet the demand for new educational facilities but to create schools that serve as integral, multifaceted hubs within their neighbourhoods, all with reduced budgets.
Substance use must not be ignored by workplace wellbeing initiatives
In recent years, we have seen businesses increasingly prioritise the mental health of their workforce. While this is to be applauded, specific support around substance use remains vastly overlooked.
Research by the CIPD suggests that although half of employers have a disciplinary procedure for drug or alcohol-related incidents, only around a third provide information for employees on sources of support or guidelines for managers on how to deal with disclosure.
Looking to our past to innovate for the future
You might not think innovation can be found by looking in the past, but my experience of an Innovate UK Knowledge Transfer Partnership at a historic royal palace shows that it very much can.
A Knowledge Transfer Partnership (KTP) is a scheme to help businesses innovate and grow through a collaboration between a business, a university and a graduate.
Scotland’s green skills shift: central belt's workforce conundrum amidst energy boom
As we look towards 2030 and beyond, Scotland's energy infrastructure is poised for a significant transformation. The reason being to support the UK and Scottish Government green energy targets and transition us all from fossil fuels to renewable energy sources with a negligible carbon footprint.
With the north of Scotland at the forefront of an energy revolution, the challenges facing the central belt are becoming increasingly apparent. The boom in energy projects is and will continue to draw skilled labour away from the central belt, creating a ‘workforce shift’ reminiscent of the Highland Clearances - albeit in reverse and a significantly more positive situation.
Scottish biotechnology talent has potential for international recognition
In the rapidly evolving biotechnology sector, scaling from start-up to global contender presents a myriad of challenges. These challenges are not insurmountable but rather opportunities to propel growth and establish a presence on the world stage.
As I prepare to take part in a panel discussion at this week’s IBioIC conference in Glasgow, I wanted to share my insights on the critical importance of seizing opportunities for international visibility, the strength of Scottish talent, and the lessons learned from recent endeavours.
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