Planning communications can be a delicate business.
Get it right and you build understanding, establish useful relationships and make sure the merits of your scheme are heard.
Get it wrong and you’re explaining why somebody said something ill-advised at a drinks reception after their third glass of Merlot.
So, where do developers sometimes go wrong?
- The last-minute charm offensive
Suddenly becoming extremely interested in the local community three weeks before planning committee is unlikely to fool anyone.
Councillors and community stakeholders can spot the difference between genuine engagement and panic with pastries.
Start early. Be genuine. And don’t schmooze for the sake of schmoozing. It’s cringe.
- Waiting until everyone is furious
The petition is circulating. The Facebook group is incandescent. Councillors’ inboxes are groaning. Somebody has contacted the local paper.
“We think we might need some PR support.”
Excellent timing.
Communications works considerably better before the pitchforks come out.
- Assuming the architect can explain everything
We love architects. Genuinely.
They can talk passionately about massing, materiality and how a roofline responds to the surrounding vernacular.
Meanwhile, Doris at number 42 wants to know whether she’ll still be able to park outside her house.
A brilliant architectural presentation isn’t necessarily a communications strategy. Different audiences need different conversations.
- Speaking fluent Planning
Material considerations. Housing trajectories. Sequential assessments. Section 106. Biodiversity net gain.
All important.
But most people simply want to know: what are you building, why are you building it and what does it mean for me?
Speak human.
- Treating consultation as a tick-box exercise
Boards? Tick. Leaflets? Tick. Website? Tick. Village hall? Tick. Biscuits? Obviously.
But putting information in front of people isn’t the same as engaging with them.
The real work starts when people ask questions – particularly the ones you were hoping they wouldn’t.
- Thinking social media doesn’t matter
“It’s only Facebook.”
Famous last words.
You don’t need to wade into every local Facebook argument – please don’t – but you do need to know what people are saying and when misinformation needs addressing.
- Forgetting that journalists need a story
A planning application isn’t automatically fascinating to anyone outside the project team.
What makes the scheme interesting? Why does it matter? What’s the story?
Proper PR has strong, established relationships with property, local and industry media, but even the best journalist relationship can’t turn “Developer submits planning application” into Watergate.
Timing really is everything
Most planning communications mistakes aren’t caused by having nothing worthwhile to say.
They’re caused by saying it too late, to the wrong people, in the wrong way – or not saying anything at all.
Good stakeholder engagement isn’t about spin, schmoozing or suddenly discovering a lifelong passion for the local community.
It’s about being informed, credible, timely and human.
At Proper PR, we help developers work out who they need to talk to, what they need to say and, crucially, when they need to say it.
Because when millions of pounds of development value can be tied up in planning, relying on charm and a plate of supermarket biscuits feels a little optimistic.
For more information, contact russell@properpr.co.uk.