It’s not uncommon for there to be some friction from community groups when it comes to property or construction works happening near to where they live. NIMBYism is something we see time and time again affecting a lot of our property and construction clients, and it often comes from a lack of communication or information. Whether it’s right at the planning stage, or after a significant build milestone, communications will be central to keeping the community on side.  

Often fuelled by a lack of understanding, or a communications void, not engaging with those living near to your project site is no longer an option.  

Following CECA Midlands’ Social Value conference, it was clear that social value and community engagement come hand in hand. Many tenders now stipulate very stringent social value reporting methodology, something which community engagement would go some way in supporting, while paving the way for a smoother development programme.  

Here are our top communications considerations for engaging effectively with your communities:  

1. FIND OUT WHO YOU’RE TALKING TO  

Carrying out some stakeholder mapping will be essential to your communication success. Who are your advocates? Detractors? Biggest champions and biggest hurdles? Importantly, who is talking the loudest?  

Local audiences often include: local residents (including associations), local businesses, community leaders and MPs, NGOs and social enterprises, as well as sometimes the emergency services.  

2. FIND OUT HOW THEY CONSUME INFORMATION  

Do you know your stakeholder groups like to receive information? Conducting some local research is always helpful to ensure your content and communications are hitting the right people, in the right format at the right time.  

Are town halls the answer? Is the local MP active? If so, MP letters might be more appropriate. Potentially local media, online Q&As, or feeding through plans on social media could have better cut through. Not to mention the use of video for quick, personal updates on project programmes.  

When considering engaging with a whole community, it’s likely that no single channel will work for everyone, but an integrated approach is required  

3. WHAT TO SAY  

Transparency is always key and understanding the scale and scope of projects, and being able to articulate these well will help with smooth project delivery. Not only that, but being clear with what the key messages are is essential.  

Things to consider:  

• Project / development timelines 

• Project / development details  

• Paint a positive picture – what does it mean in terms of jobs, investment, benefits, wealth creation  

• How you’re going to tackle any local disruption  

• Any s106 agreements that have been made to accommodate your project  

More than anything, communications messages must be consistent across all channels.  

4. HOW TO PROVIDE UPDATES AND GATHER FEEDBACK  

Ensuring you’re in dialogue with the community is a good idea. This will allow you to provide project updates from initial plans right through to completion. It’s recommended that set update timelines are agreed. For example, each quarter, or half yearly depending on project / development length. These could be published and updated on a dedicated microsite, if the project size warrants it. 

In doing so, regular feedback can be gathered, and it stops hearsay or untruths from getting out of hand. Queries and concerns would be nipped in the bud immediately and key messages focused on only.  

Feedback can be gathered in survey form, town hall style meetings, through a ‘resource hub’ or portal with key information and updates, suggestion boxes in local amenities such as local shops, newsletters and more. Ensuring your approach is also sensitive and inclusive to different cultures will also ensure you have maximum buy-in from local people. 

5. DO SOMETHING DIFFERENT  

 Understanding your community’s concerns and queries is one thing, but really, really listening to them, and then taking action, is another. Property developers shouldn’t shy away from doing something a little different.  

For example, if higher levels of crime are the concern, you can consider engaging with local police force, funding new security initiatives in the area such as additional security patrols.  

If increased traffic is the concern, you can think about funding traffic management systems across a wider area.  

The Autumn Budget is a staple of the PR calendar. Twice a year we wait eagerly for the first glimpse of the chancellor holding the famous red box, knowing that a flurry of comments is soon to follow. With a new government in power, this budget will be under more scrutiny than ever, with the whole nation looking to share their opinions as the crucial details are released. 

In the buildup, every business should be thinking about their key areas of concern and putting a strategy in place to get their views out into the world.  

For example, while it’s likely that Labour’s changes to tax will seize the lion’s share of the headlines, other sectors shouldn’t let themselves be sidelined. Rumours of increased apprenticeship incentives for the construction and property industry could become solidified, as could a whole host of reforms for private and social landlords. 

As PR pros, we know how to give your business the best opportunity to shine in those all-important national and sector conversations, so sit back and relax as we talk tactics… 

Pre-statement 

Instead of simply waiting and reacting to the chancellor’s announcements on the day, business leaders or department experts should consider doing a ‘pre-budget’ press release that sets out the changes that your clients would most like to see. The media are always on the lookout for predictions and speculation as to what might happen, and the effects it may have, so make sure you capitalise on this. 

Have a look around for leaked media stories too, as these are perfect opportunities for quick turnaround comments or even social media blogs from your team of experts. 

On the day 

During the statement itself, tee up some of your top experts to offer brief and punchy analysis on any interesting announcements for posting across social media channels there and then. Don’t forget live newsfeeds too, which often post “as-is-happens” reaction from businesses and commentators. 

You can go on to develop this into more in-depth commentary afterwards for post-budget media releases or more reflective thought leadership articles, which can go on to be repurposed again for newsletter content. 

Just remember, the opportunity to win share of voice begins as soon as the chancellor starts speaking, so getting your PR ducks in a row beforehand is vital to success on the day. 

Post-statement 

While a couple of headline policies often grab the national headlines, sector and trade media are key players when it comes to highlighting policies relevant for their industries.  

This presents an ongoing opportunity for businesses to get involved with important conversations within their industry and keep the momentum going long after the day is over. 

The announcements might also not be the end of the story, especially in a political world where U-turns are all too common.  

To show your audience that your finger is well and truly on the pulse, monitor the stories as they develop – this is also the best way so you can be an early mover when it comes to any breaking updates. 

Ready to get your voice heard this budget season? Contact our team today.