Patrick Slevin
Senior Vice President/General Manager
Hill & Knowlton/Tallahassee, Florida Office
Phone: 850.222.4100
EXORCISE THE NIMBY WITHIN
TURNING STATUS QUO INTO PROFITS
WHAT IS NIMBY?„ Not-In-My-Back-Yard is a
local phenomena led by concerned homeowners or special interests who want to protect the status quo
„ NIMBY engagement is caused by:
‟ Misperceptions
‟ Lack of knowledge
‟ Lack of information
‟ Fear of change
‟ Gossip / Exaggerated fears
‟ Frustration w/ being frustrated
NIMBY NATION BANANA REPUBLIC
78% of Americans opposed new development
75% felt relationship between elected officials & developers made process unfair
87% candidates position on development & growth determined how a voter voted
NIMBY: BILLIONS $ LOST ANNUALLY
Lost Capital
Lost Revenue
Lost Shareholder Value
Lost Market Share
EXORCISE THE NIMBY WITHIN
„ Over 50 percent of NIMBY conflicts caused by
corporate blind spots and inconsistent practices
„ Notice & hearing process is antiqued and amplifies
vocal opposition
„ Negative media (David v. Goliath genre)
„ Us versus them culture (NIMBY is derogatory)
„ Town hall meetings (kiss of death)
„ Community concerns are often ignored, overlooked,
underestimated (I.O.U.)
„ Know the Enemy and Know
Yourself, and You Win Every Battle
„ Know the Enemy, and Not Yourself, Lose Half the Battles
„ Ignorant of Both Enemy and
Yourself, You Will Be Defeated in Every Battle
THE ART OF WAR – SUN TZU
US V. THEM (COSTLY PARADIGM)
“WE HAVE MET THE ENEMY
AND HE IS US.” WALTER KELLY
HOW DOES DAVID SLAY GOLIATH?
„ They Operate with:
‟ No Budget
‟ No Office Space
‟ No Public Relations
Consultant (usually)
‟ No Training
‟ No Knowledge of Land Use
‟ No Experts
NOTICE & HEARINGS PROCESS
ENCOURAGES CONFRONTATION
„ Bureaucratic notices are ineffective
„ Public hearings are Jerry Springer episodes:
‟ developers v. local residents
‟ elected officials exposed to friendly fire
‟ 3 minute limit “Audience to be Heard”
‟ quasi-judicial hearings (experts only)
„ Creates a Blind Spot, “We’re following the law.”
SQUARE PEG, ROUND HOLELEGAL V. POLITICAL PROCESSES
Notice & Hearing
„ Legal
„ Logical
„ Conventional (Predictable)
NIMBYism
„ Political
„ Emotional
„ Unconventional (Guerilla)
Opposition Adept
Applicant Stokes NIMBY
CORPORATE BLIND SPOTS LEAD TO FIELD BREAKDOWNS
„ Typical Corp. Response to Third-Party Dissent:
‟ Ignore them (we have majority votes)
‟ Fly under the radar (it has worked before)
‟ Conduct outreach via town hall meeting
„ Retain Local PR/Political Consultants
‟ Conduct focus groups/polling
‟ Employ direct mail/advertising/PR
‟ Town hall meeting
„ Busing Bodies to City Hall (Hats, T-Shirts,
Buttons, Signs) [By-Product of No-
Practices]
„ Direct Mail/Paid Advertising Campaign
„ Applicant (1st-Person Based Communications)
Media
Vocal Minority
Opinion Leaders
Public
Elected Officials
Applicant
Municipal
Vote
Corp. Blind Spots
Linear Practices
A.P.P.L.E. KEEPS THE NIMBY AWAY
„ Accountability (Top/Down)
‟ Board Directors & Corp. Governance
‟ Shareholders & Stakeholders
„ Public Relations
‟ Continuity & Credibility
„ P.L.A.N.
‟ Political, Location, Allies, NIMBY
‟ Social Screening
„ Legal
‟ Old Paradigms/Better Practices
„ Engagement (Bottom/Up)
A.P.P.L.E. ACCOUNTABILITY
CORPORATE GOVERNANCE
„ Board of Directors
‟ Shareholders
‟ Customer (B2C, B2B)
‟ Employees
‟ Creditors
‟ Government Regulators
‟ Community at Large
„ Mayor & Commissions
‟ Community Grants License to
Operate
‟ Part-Time Elected Officials
A.P.P.L.E. PUBLIC RELATIONSBUILDING & MAINTAINING RELATIONS
„ Stakeholder Engagement
‟ Corporate Communications
‟ Corporate Social Responsibility
‟ Media Relations
‟ Investor Relations
‟ Internal Communications
‟ Public Affairs
‟ Reputation Management
‟ Crisis Communications
‟ Community Relations
‟ Viral Marketing
‟ Social Media
‟ Issues Advocacy
‟ Grassroots Outreach
Credibility
CitizenshipTrust
A.P.P.L.E. P.L.A.N.POLITICAL, LOCATION, ALLIES, NIMBY
„ Political
‟ Elected Official
Profiles/Dynamics
‟ Board Appointees
‟ Election Trends
‟ Citizen Referendums
‟ Voting Records
‟ Socio/Economics
‟ Staff Influence
‟ Brain Trust
‟ Community Intersections
„ Location
‟ Social Screening
‟ Infill = Higher Income
Residents/Character
‟ Rural = Special
Interests/Environment
‟ Use vs. Site
‟ Location History
‟ City or County
A.P.P.L.E. P.L.A.N.POLITICAL, LOCATION, ALLIES, NIMBY
„ Allies (Natural)
‟ Board Appointees
‟ Chamber
‟ Rotary/Kiwanis
‟ Endorsements
‟ Public Officials
‟ Coalition Building
‟ Focus Group
‟ Community Intersections
„ NIMBY
‟ Profiles
„ Residents
„ Special Interests
„ Candidates/Officials
„ Competition
‟ NIMBY or BANANA
‟ Use v. Siting
‟ Recent Conflicts
A.P.P.L.E. LEGALOLD PARADIGM = UNPROFITABLE PRACTICES
„ Legal (Us v. Them)
‟ Critical Path
‟ Land Use Law
‟ Procedural
‟ Project Leaders
„ Land Use Consultants
‟ Planners
‟ Engineers
‟ Brokers
„ Political Consultants
‟ Linear Tactics
A.P.P.L.E. ENGAGEMENT„ Top/Down Continuity
‟ Training of Staff & Consultants
‟ Checklists
‟ Benchmarks
‟ Reporting
„ Corporate Best Practices‟ Social Screening (PLAN)
„ Local Engagement‟ Public Participation
‟ Neighborhood Coffees
‟ Coalition Building/Alliances
‟ Viral Marketing
‟ Social Equity
‟ Political Capital
„ Triple-Bottom-Line
‟ People
‟ Planet
‟ Profit
„ Socially Responsible Investor (SRI)
„ Environmental, Social, Governance (ESG)
„ Responsible Property Investing (RPI)
„ Sustainability Reporting
„ Green Building
„ CSR
A.P.P.L.E./S. SUSTAINABILITY
OUTSIDE THE BOX:
GUIDELINES FOR RETAIL STORE SITINGDOMINI SOCIAL INVESTMENTS & CHRISTIAN BROTHERS INVESTMENT SERVICES
1. Social and Environmental Due Diligence
2. Transparency
3. Community Consultation
4. Relations with Government
5. Respect Indigenous People
6. Preservation of Historic Cultures
7. Environmental Stewardship
8. Protect Habitat
9. Smart Growth
Wal-Mart
Costco
Target
Home Depot
Lowe’s
SOCIALLY RESPONSIBLE INVESTORS$3 Trillion out of $25.1 Trillion in US investment market
„ Tobacco, Alcohol, XXX, Human Rights
„ Climate Change, Green Practices
„ Portfolios Invest 10-20% of the Assets to
Responsible Real Estate ($600 billion)
„ Community Engagement & Environmental
Protection Mitigate Entitlement Risks
„ Go to www.SocialInvest.org
SUCCEED WHERE OTHERS DON’T
„ Increase Bottom Lines with More Project Approvals, In Less Time, at Significant Savings
„ Protect Profit Margins by Reducing Losses Of:
‟ Finite Investment Capital
‟ Market Share
‟ Stakeholder/Shareholder Values
„ Overcome Blind Spots and Failed N/H Systems
„ Secure Political Cover for Allies/Elected Officials
„ Marginalize Vocal Special Interests
„ Establish Social Sustainability for Every Project
„ Expand CSR and Sustainable Initiatives/Reporting
Q&A
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