All political parties have a love/hate relationship with the media. They relish positive coverage and complain about a negative profile. For sure, there’s inequality of arms among the press for political parties. However, it’s ever been thus and it’s the same in other lands. I recall reading the biography of Kevin O’Higgins, the first Minister for Justice in the Irish Free State. It detailed how he and colleagues had despaired of certain newspapers during the war of independence. A century on from the Easter Rising and in a land across the sea, the times and the titles may change but, as the saying goes, “plus ca change, plus c'est la meme chose”.

It’s been the same for the Left as it has been for independence movements. Labour governments, not just SNP, swam against the political tide of the press. In the United States, Democrats lag Republicans in media endorsements. In challenging the establishment, you confront institutional power. It’s an unfair world but that’s why we seek to change it. Unwelcome and even unfair coverage will happen; it’s how you handle it that matters.

There was something unhealthy in the SNP forming a government without the support of any major newspaper. That has changed and positive endorsement, as well as critical support, exists. It’s still not parity but that’s indicative of where institutional wealth and privilege still lie. The independence referendum saw passions run high. The Yes campaign saw both new groups and new outlets emerge for the cause of independence. Social media played a significant role in energising and informing supporters. It’s now hugely important and mainly beneficial.

The surge in support, before and after the referendum, has also seen the independence movement grow significantly. As the Nationalist canvas has widened, it has encompassed many more groupings than simply the SNP. That’s a good thing for the campaign. However, despite both Nicola Sturgeon and the SNP riding high, there’s a small section of support that sees any criticism as being akin to treason. It would do well to follow the lead of the First Minister, who is invariably generous towards opponents and condemnatory of over exuberance or invective from her own side.

The Tunnock’s Tea Cake story perhaps takes the biscuit with the Saltire being supplanted by the Union flag on the product packaging. To be fair, I have sometimes been heartened when abroad to see tartan-wrapped Scottish produce; regrettable in some ways but, if the markets dictate a change, then so be it. Sales in the Middle East are significant where many share our sweet tooth but have no knowledge of our country. What matters isn’t the flag on the packaging but the product under the wrapper. In the present economic climate it’s the jobs and economic benefit that are the priority.

The camp outside the Scottish Parliament demanding independence is another example of misguided enthusiasm. This isn’t the same as the protest following the first referendum for a Scottish Assembly. The basis of an argument existed at that time with the chicanery of the 40 per cent rule and a majority, albeit slight, for an assembly. The protest was directed at a Tory administration that hadn’t been elected in Scotland, by taking a location outside its seat of power at St Andrews House.

There has been an independence referendum and, though I have grievances about several aspects of the campaign, I accept the democratic outcome. I’ve knocked doors and delivered leaflets, marched and protested all for the cause of independence. I’ve thought of doing many other things in favour of it but never of pitching a tent outside the Scottish Parliament.

If I could roll back time and wake up on September 19, 2014 with a different result I would do so. But I can’t; what matters at present is how we create another opportunity and ensure that this time it’s won.

Now, both a Scottish Parliament and a Scottish government are in place. The way forward for the independence cause is not by protesting outside those institutions but by being inside and enhancing them. They’re the political base for the next campaign, not the camp beyond. That looks both weak and unsightly. It adds nothing politically to the cause and arguably detracts from it and the outstanding vista of Holyrood Park.

There’s also the haranguing of the mainstream media over what goes under the hashtag of SNP Bad. To be fair, there are media outlets that would attack the SNP at the drop of a hat and they do. That’s only to be expected and, if they cannot find cause, they will sometimes simply invent it with spin or distortion. They should be challenged and both the Government and the SNP do so, ably supported by social media. However, the reporting of other papers does not operate to an agenda and the criticism from these publications needs to be tholed. After all, no one is obliged to read them.

Forming the Government and being the dominant political party make the SNP both the establishment and the major source for stories. It is no different on the front pages than on the back. The Old Firm receive far greater coverage as Celtic and Rangers are the most successful teams and have the largest fan base. It’s what both the readership wants and where the stories lie. Similarly, the press would be failing in its duties if it didn’t report good and bad about the Scottish Government.

It’s a back handed compliment. There was a time when the SNP longed for any coverage. Reproach of the Scottish Government is going to be reported. It generates and is the news.

Other than the rabid attacks by those whose agenda is already set, it’s in the main balanced and legitimate criticism. The response should be likewise. The tone set by the First Minister in castigating some scurrilous comments but accepting other critical voices should be echoed by others.

It has, after all, always been so. I recall being with the Republic of Ireland Justice Secretary Dermot Ahern when he was interviewed by his press corps. I was gobsmacked by the hostility and belatedly appreciative of the Scottish media. Equally, an involvement with football has made me welcome the style of those who write for the front rather than back pages, despite having friends in both sections.

It’s time to look forward, not angst about what might have been. Success depends on growing support for the cause rather than grieving about how it is reported.

As with the last referendum, it’s a positive campaign that is most likely to succeed. Former opponents were pacified; friends were made; and outlets won over. Lessons should be learned from Culture Secretary Fiona Hyslop. She's seeking to win influence in the BBC, not bemoan some of what's been written in the mainstream press. There's a battle to be won in broadcasting as well as in the press.