INTRODUCTION
When a developer or organization proposes a new development or improvements to an existing facility, concerns will likely arise: Will the building or infrastructure tarnish the value of an established neighborhood? Is it going to ruin a space that has scenic or environmental value? How will it affect traffic, taxes, safety, etc.?
It’s important to address these questions and ultimately engage your stakeholders in all aspects of the project’s timeline. Here are tips on how to manage public involvement of proposed developments.
ENGAGE WITH THE PUBLIC EARLY
Don’t fall into the trap of having your entire development planned out and then making an announcement through the media. Belief comes after
For example, begin working with your project’s stakeholders–such as neighborhood representatives, business leaders
PREPARE YOUR SPOKESPERSON
For most proposals, the developer, project manager or leader of the organization should serve as spokesperson. An article by Virtual Speech states that the public is more likely to trust a spokesperson in a high position because they should be able to provide reliable information.
To make sure the project’s messaging is consistent across all channels, all spokespeople (including subject matter experts) should go through media training. For example, you want the public to read or hear the same talking points regardless of who is quoted.
It’s important to create key messages that are broad and value-based. For example, a message could include “our goal is to develop a long-range plan to manage, preserve and extend the useful life of the business corridor.”
There will always be people who oppose the proposed project. When responding to them, remember to take the high road, correct any misinformation, acknowledge their concern and offer a resolution.
For example, a high school in Madison, Wis., is seeking to add lighting and sound enhancements to an existing football stadium, but the neighborhood association is opposing the proposal–not surprising given that no PIMs were held and rampant misinformation is prevalent. The school’s president (spokesperson) continues to stress that the stadium is needed to advance their sports programs and attract students. Instead, his key messages should explain how the community will benefit, and he needs to demonstrate that light and sound from the stadium won’t be a nuisance.
HOST PUBLIC INFORMATION MEETINGS
Depending on the project, plan to host 2-3 PIMs, as this gives the public flexibility with their schedule in case they can’t make one of them. Once the dates are set, send a press release to the local media so they can further promote the events. Due to long lead times, it’s recommended to send the release at least 3-4 weeks prior to the first PIM.
Digital marketing and direct mail also can assist in promoting the PIM to your target audience. For example, use a Facebook ad to reach people within a one-mile radius of the project.
The two-hour PIMs should include a brief presentation, audience Q&A and additional time for participants to look at visual aids (e.g. maps, charts, photographs). The entire project staff should be available to explain the proposal and gather input. All of these representatives should be able to speak on message (using talking points).
When attendees sign in, include a space for an email, which will be used for further e-newsletter marketing. Stress to the public they’ll be the first to know about project news, again reinforcing how the project development team values their input.