In Focus: Niall Scott: From Journalism to Leadership in Communications at the University of St Andrews

"I have an enormous sense of privilege and responsibility. Every day is a school day."

Niall Scott, Vice-Principal (Communications) at the University of St Andrews, has a career shaped as much by serendipity as by skill. With roots in journalism and public relations, his path to leading the University’s communications was not linear but rather a testament to adaptability, curiosity, and a readiness to seize unexpected opportunities.

Raised in Scotland, Scott’s educational journey was unremarkable by traditional standards. “I don’t have an academic bone in my body,” he admits, recalling his brief and colourful stint at the University of Aberdeen, which he describes as “a fond blur.” After leaving university, Scott spent six months unemployed before applying for a job as a tea boy at a newspaper. It was, he says, “probably the best move I ever made.” The experience immersed him in the fast-paced world of journalism, teaching him the art of storytelling and the discipline of crafting narratives that resonate.

Over the next sixteen years, Scott built a successful career in journalism, followed by a transition into corporate public relations. In 2000, the University needed media management expertise to navigate the intense public interest surrounding the matriculation of a Royal Family member. Scott was tasked with ensuring the University community could go about their daily lives without undue intrusion from the press. “The tabloids, on the whole, remained very well-behaved,” he recalls, crediting a proactive and strategic approach to handling the media.

Now in his Vice-Principal role, Scott oversees both internal and external communications at St Andrews. His work involves representing a diverse and dynamic community of staff and students, amplifying their achievements, and addressing the challenges of leading a globally renowned institution. “Universities are fantastic places full of very, very bright and occasionally demanding people who do amazing, difficult things,” Scott reflects. “In practice, university communications mean a lot of listening.” This focus on listening is central to his approach, enabling him to faithfully represent the University’s research, initiatives, and diverse perspectives.

Scott emphasises the importance of storytelling in university communications, a skill he honed during his years as a journalist. “Journalism teaches you how to tell a story without frills or self-indulgence,” he explains. For St Andrews, this means crafting narratives that showcase its contributions to society, from groundbreaking research to the individual achievements of its students and faculty. Scott is acutely aware of the challenges posed by today’s polarised media landscape. The rise of misinformation, ideological divisions, and declining trust in traditional media has made the work of university communicators more complex—and more critical—than ever.

“Academia is the truth’s last line of defence,” Scott asserts. He sees universities to be uniquely positioned to champion evidence-based discourse and challenge false narratives. However, this role also makes them targets, particularly in a climate where cultural and political tensions often place higher education institutions under scrutiny.

“The UK’s most prominent institutions have been targets for right-wing media determined to cast the sector as woke and trip us up at every opportunity,” Scott explains. Navigating this environment requires a careful balancing act—promoting the University’s achievements while managing potential controversies. “Sometimes, our measure of success is a blank space, a spiked story, nothing in the press.”

Since Scott came to St Andrews, the University has undergone a remarkable transformation. Once seen as a small, coastal institution, it has emerged as a global leader in higher education. In recent years, it has consistently topped UK university rankings, breaking the longstanding Oxbridge dominance.

Reflecting on this success, Scott credits the brilliance and commitment of the University’s staff and students. “Reputation has its foundations in simple quality, academic excellence, and good practice,” he says. While effective communication has played a supporting role, Scott emphasises that the University’s substance—its teaching, research, and community—is what truly drives its achievements.

When St Andrews surpassed Oxford in The Guardian's rankings in 2018, Scott received a message from his Oxford counterpart asking the University to “get its tanks off their lawn.” The following year, when St Andrews clinched the top spot, Oxford’s communications office received an enormous toy tank, delivered anonymously but “with love.” Reflecting on his time at Oxford in 2016, where he assisted Professor Louise Richardson during her transition as Vice-Chancellor, Scott notes that despite differences in scale and resources, Oxford and St Andrews share a similar communication approach, one based on authenticity and with a commitment to promoting academic excellence.

The rapid evolution of digital media has significantly reshaped the landscape of university communications. For Scott, this shift represents both a challenge and an opportunity. He sees a future where academics and students become the University’s most effective storytellers, using digital platforms to share their insights and engage directly with global audiences.“The public now expects to hear from and engage with politicians, stars, and public figures directly in the digital space,” Scott observes. “Why should academics be any different?” He points to examples like Professor Phillips O’Brien of the School of International Relations, whose expertise and social media presence have made him a prominent voice in public discourse. Supporting and enabling more staff and students to take on such roles, Scott believes, will be central to the university’s communications strategy moving forward.

For those considering a career in university communications, Scott offers simple but powerful advice: be curious and open-minded, always think ahead, and never take yourself too seriously. “Consider not what you say [...] but the effect of what you say,” he advises. This focus on impact, combined with a willingness to challenge leadership when necessary, has been a guiding principle throughout his career.

As Scott reflects on his journey, he describes his time at St Andrews as both a privilege and a constant learning experience. “Every day is a school day,” he says, capturing the spirit of curiosity and growth that has defined his career.

From his early days as a journalist to his current role as Vice-Principal, Scott’s story is one of adaptability, resilience, and a deep commitment to the power of communication. His leadership has not only elevated St Andrews’ global reputation but also fostered a culture of authenticity, trust, and intellectual curiosity.

In a world increasingly shaped by rapid change and uncertainty, Scott’s approach serves as a reminder of the enduring importance of storytelling, truth, and the human connections that underpin them both.

Photo from the St Andrews University Press Office