Influential Communications and Engagement for Housebuilding

TodayPPS Group - Manchester

• Specialists in stakeholder communications and engagement• NW Public affairs team - even more important as devolution evolves• Working with most housebuilders and an established track record in the Northern

Powerhouse• Secured permissions for some highly contentious schemes• Understand the industry and the area• Undergoing our own evolution – becoming Newgate at the beginning of April

About PPS Group

Why should housebuilders consult with communities?

• When done well, it delivers better schemes, positive planning outcomes, a smoother construction journey and starts the process of selling the end product at the earliest opportunity

• As yet there’s no legal requirement for residential scheme developers to consult, but the Housing Executive strongly recommends it under its code of practice

• Determining authorities do expect developers to consult and submit a consultation report as part of the application

• Engagement allows you to get to know your community and understand the issues – sometimes before they become critical

• Communities are a potent force – social media has empowered them even further so getting people on side or at least informed, is vital in winning hearts and minds

It can be an uphill struggle

• Golf Course in Greater Manchester

• Green Belt earmarked for 750 homes in GMSF

• 3,000 people have joined a Facebook protest group

• Local MP vehemently opposed

• Local businesses opposed

• Fully mobilised protest group

• Local authority under huge pressure

• Any development faces an expensive uphill struggle

So timely engagement is good but…

• Communities are naturally resistant to change

• People want houses for their children and for the community but don’t want it in their backyard

• Green Belt is one of the most misunderstood words in the dictionary

• Developers are still seen as the big bad wolf

And that’s demonstrated in our influential councillor community

Study of 100 councillors across the Northern Powerhouse revealed the following:

• 53% of councillors think they have significant influence over council planning panels

• 86% of councillors do not view developers positively

• 66% of councillors view developers negatively

• 93% of councillors do not believe developers are committed to building affordable housing

• 50% of councillors do not think developers engage well with the public. Criticisms include: Developers provide a rather limited, box ticking approach. Getting developers to public meetings is too difficult. They don’t appear to care at all about local people.

So how do we start to change these perceptions?

• Early, open and honest communication

• Switching the narrative to promote community benefits, not losses

• Use Section 106 agreements as an opportunity to deliver things communities ask for

• Taking people with us on the journey from first plans through to completed development, making it their scheme

Your simple check list to engagement

• Understand your area – map your stakeholders and community

• Start the conversation early and make it open and honest

• Offer the community the opportunity to ask for benefits as part of the development – from allotments to community halls

• Measure response, analyse it and then feed that back

• Make real changes based on that feedback

• And finally… publish a detailed consultation report and outline the revised scheme with an explanation of how the consultation has influenced it.

And if we all work together…

Then we can turn the wolf into a puppy…