It’s a question we’re often asked: when is the right time to start stakeholder engagement?
The short answer? Earlier than you might think.
Too often, engagement is treated as something to think about once a planning application is ready to go in – or, worse, when objections have already started to appear.
In our experience with clients, the most effective stakeholder engagement begins well before that point. It gives you the opportunity to understand the local landscape, identify potential concerns and build relationships before opinions become firmly established.
That doesn’t mean launching a major public consultation at the earliest stages of every project. It means thinking strategically about who needs to know what, when – and how best to communicate with them.
So, when should stakeholder engagement begin?
- When you’re starting to shape your plans. Early engagement can provide valuable insight into the local area, the people within it and the issues that are likely to matter most.
- Before rumours fill the information gap. If people know something is happening but don’t know what, assumptions can quickly take over. Clear, considered communication helps you tell the story accurately from the outset.
- Before key decisions become difficult to change. Engagement is far more meaningful when there is still an opportunity to listen, respond and, where appropriate, adapt.
- Before you need support. Relationships with councillors, community groups and other local stakeholders shouldn’t begin with an ask. Building understanding and trust takes time.
- Before submitting your planning application. By this stage, you should already have a clear picture of the stakeholder landscape, potential areas of concern and the communications approach needed to support the application.
- And it shouldn’t stop at submission. Stakeholder engagement isn’t a single event or consultation exercise. Keeping people informed as a project progresses can be just as important as those initial conversations.
Ultimately, there is no one-size-fits-all timetable. A small residential scheme will require a very different approach to a major development or regeneration project.
What matters is that stakeholder engagement is considered early enough to influence the communications strategy, rather than being brought in later to manage a problem.
At Proper PR, our experience with clients has shown us time and again that early, thoughtful communication can make the planning process clearer, more constructive and better informed for everyone involved.
Planning a development or considering how and when to engage with stakeholders?
Contact russell@properpr.co.uk to find out more about Proper PR’s stakeholder engagement and planning communications support.