Some public affairs professionals will be attending their first Scottish National Party conference in Aberdeen this week, so I thought I'd offer colleagues some gentle advice on the do's and don'ts based on my experience of attending over the past 15 years.
Don't be surprised it's not all about independence and referendums. Independence is a means to an end for the SNP, not the end in itself. The SNP's got a broad policy portfolio beyond the constitution and is not the stereotypical rag-tag bunch of tartan tories and ardent socialists bound together only by independence - it's a social democratic party that's in power at Holyrood running the health service, education, justice system and local government.
Do get the priority right - the SNP may have 55 MPs but they're still in opposition at Westminster. The party is in office in Scotland and in contrast to other parties MSPs are not seen as secondary to their Westminster colleagues.
Do expect a professional set-up. The days of exhibition hall stalls selling home made jam and traybakes to raise party funds are long gone (although the Moray branch will probably still be raffling a bottle of malt whisky). The scale won't quite match Brighton or Manchester but the are some major players attending, exhibiting, and holding fringe meetings.
Don't expect much tartan - this is a party conference, not the Bay City Rollers reunion. There will be more sharp suits than kilts and tweed.
Don't worry about your accent - delegates are interested in what you have to say, not how you say it. You're probably attending because the SNP is the third party in Westminster, so don't feel you have to excuse or justify your presence. Your childhood holiday memories of Granny's highland home or long lost Scottish relatives are nice, but no one's examining your personal Caledonian credentials. It's about what you or your organisation is doing or can do to improve life in Scotland.
Do look out for some genuine debate. It's not a Conservative party-style rally and motions can influence policy, but you're more likely to see outbreaks of violent agreement than serious policy difference. The SNP's also a very well managed party and closer to New Labour than Corbyn Labour in that respect.
Do mention rugby - Scotland's still in the World Cup!
Don't mention football - the national team's in the doldrums (again) and remember there are more teams in Scotland than Rangers and Celtic. Howev,er you can ingratiate yourself with locals by noting Aberdeen FC is leading the Scottish Premiership.
Do wrap up warm - Aberdeen may have a lovely beach, striking architecture and impressive landscapes but a snell wind can blow through the city.
Do rest assured Aberdeen has mobile coverage/Starbucks/Pret a Manger/accepts English banknotes.
Finally, don't be a stranger. Aberdeen's a lovely city so do come back again!