Top 10 Best PR Agencies in Shetland Islands

Public Relations in a Close-Knit Community

Public relations in Shetland carries a unique weight. In a community where people know each other well, reputation spreads quickly, and trust is earned over time. At the same time, Shetland is home to projects of national and international significance, including the Viking Energy wind farm, Sullom Voe Terminal, a major aquaculture industry and SaxaVord Spaceport on Unst. These projects attract media attention from across the UK and beyond.

Effective PR helps organisations communicate clearly with local communities, national media, investors and policymakers. Most PR agencies serving Shetland operate from the Scottish mainland, working with island clients remotely and visiting when needed. This ranking considers media relations expertise, crisis communications, stakeholder engagement, sector knowledge and reputation.

The Top 10 PR Agencies for Shetland Organisations

1. Pagoda PR

Pagoda PR is an Edinburgh-based agency known for public affairs, stakeholder engagement and community consultation. Its experience with renewable energy and infrastructure projects makes it highly relevant to Shetland, where major developments require careful engagement with island communities and decision-makers.

2. Holyrood PR

Holyrood PR is one of Scotland's leading communications agencies, with expertise in consumer, corporate and public sector PR. It is known for strong media relationships and creative campaigns. Shetland tourism, food and drink businesses benefit from its ability to secure national coverage.

3. Charlotte Street Partners

Charlotte Street Partners is a strategic communications consultancy advising businesses, investors and public bodies. Its strength in corporate reputation, financial communications and public affairs suits Shetland organisations involved in large-scale investment, policy discussions or high-profile projects.

4. Weber Shandwick

Weber Shandwick is a global PR network with an established Scottish presence. It offers corporate communications, crisis management, public affairs and consumer campaigns. For Shetland projects with international stakeholders, such as energy and space ventures, its global reach and sector depth are valuable.

5. Smarts

Smarts is an independent Scottish agency blending PR, social media and creative services. Its integrated approach helps organisations deliver consistent messages across media and digital channels. Shetland cultural, tourism and community organisations benefit from its collaborative and creative style.

6. BIG Partnership

BIG Partnership is a long-established Scottish PR firm with offices in major cities, including Aberdeen. Its proximity to the north-east, combined with expertise in energy, property, food and drink and crisis communications, makes it a strong option for Shetland businesses.

7. Stripe Communications

Stripe Communications specialises in consumer and lifestyle PR, with notable experience in food, drink and tourism. It helps brands build profile through media coverage, influencer partnerships and events. Shetland producers of seafood, spirits and crafts can use Stripe's expertise to reach discerning consumers.

8. Grayling

Grayling is an international communications consultancy offering public affairs, corporate reputation and media relations. Its experience with regulated industries and complex stakeholder environments is relevant for Shetland's energy, fisheries and infrastructure sectors.

9. Edelman

Edelman is one of the world's largest communications firms, known for its research into public trust and its sophisticated reputation management. For the largest Shetland-related projects with global stakeholders, Edelman offers unmatched scale and strategic insight.

10. Fifth Ring

Fifth Ring combines marketing and communications expertise with deep knowledge of the energy sector. Its understanding of technical industries allows it to communicate complex information clearly. Shetland companies involved in oil and gas decommissioning, renewables or energy transition projects can benefit from its specialist focus.

PR Trends Affecting Shetland

Community engagement has become central to PR in Shetland, particularly for energy and infrastructure projects. Transparent consultation, local benefit messaging and genuine dialogue are essential for building trust. Digital PR, which combines media coverage with online visibility, is increasingly important for tourism and food businesses. Crisis readiness also matters, as weather disruption, environmental incidents or industry changes can quickly become news. Finally, sustainability storytelling is a major theme, as Shetland plays a growing role in the UK's energy transition.

Choosing the Right PR Agency

Identify whether your priority is media coverage, stakeholder engagement, crisis preparedness or public affairs. Choose an agency with proven experience in your sector and an understanding of island community dynamics. Ask about media contacts, measurement methods and how they will gather local insight. Agencies that commit to visiting Shetland and listening to local voices tend to achieve more authentic and effective results.

Building Relationships with Local Media

National coverage can be valuable, but in Shetland local media relationships often matter most. The Shetland Times, SIBC, BBC Radio Shetland and online news outlets are closely followed by residents and play an important role in shaping community opinion. Good PR agencies help clients engage these outlets openly, providing timely, accurate information and making spokespeople available for interviews. Transparency is especially important during periods of change or controversy, when rumours can spread quickly through a close-knit community. Organisations that invest in long-term, honest relationships with local journalists generally find that their messages are reported more fairly and their reputation proves more resilient over time.

Final Thoughts

Shetland organisations operate in a uniquely close-knit environment while increasingly engaging national and global audiences. The right PR agency helps bridge these worlds, protecting reputation locally while building profile further afield. The agencies above offer the expertise, relationships and strategic insight to support Shetland's businesses and projects with confidence.