CLOSING ENTRY: Navigating the backlash

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Every developer has faced public backlash at some point during one or more of their projects.

From the ubiquitous “Citizens for Responsible Development” Facebook groups that suddenly gain followers to zoning board meetings turning into chaotic shouting matches, the reasons for such backlash are numerous and complicated.

However, one undeniable driver of this trend is a fundamental shift in the way people consume news and information today. Historically, the general public has relied on one-way media channels like newspapers and broadcast evening news, where narratives were shaped by editors and producers and only these news organizations had robust platforms to publish information and perspective. In the past, local opposition to a project might have been slow to galvanize, tough to coordinate and nearly impossible to share with a large audience.

The rise of social media and hyperlocal websites has transformed the media and information landscape, giving individuals in communities the power to become editors or journalists and more directly and effectively influence public opinion.

A 2022 Pew Research Center study found that 31% of American adults regularly get news from Facebook. Unlike traditional media, however, social media’s lack of traditional gatekeepers means that it is more of a two-way media channel devoid of editors, fact-checkers and other staples of objective journalism. Unlike traditional media, social media allows anyone with an account and an opinion to quickly shape the narrative and influence public perception. A single post or new citizens group on a platform like Facebook can often derail an approvals process and cause costly delays and redesigns.

Beyond social media, the hollowing out of the traditional regional news market has led to the emergence of hyperlocal websites like Patch and TapInto. Generally focused on a single town or community, these platforms are credible news outlets, catering to local readerships and providing in-depth coverage of planning board meetings and local issues. This localized focus grants citizens and communities an additional powerful tool to hold developers and local officials accountable.

The shifted media landscape means that developers must recalibrate their approach to community relations and account for all of these factors in creating effective communications strategies. If a developer walks into a town meeting and is greeted by only dozens of angry residents, they failed to recalibrate their obsolete strategies long before the meeting.

A modern strategy

In today’s media and information landscape, community relations must be proactive, transparent and consistent.

Developers can often run into trouble when they fail to engage the public early in the process. Think about it like a negotiation; a productive conversation would not start with one side making demands of the other party and then failing to take their requests seriously when they respond. The best negotiations are typically based on mutual acceptance and understanding of certain facts and a strong relationship. An effective community relations approach should be no different.

For this reason, it’s critical to elicit community dialogue before introducing a project, especially if a developer has never worked there before. The first step should be identifying and meeting with key local organizations, influential local business leaders, elected officials and members of the media. Ask them what their concerns are and what they would like to see happen in their town.

This dialogue can be helpful in two ways. First, the community’s feedback can be incorporated before publicly introducing a project. Second, these conversations can also create advocates within the community throughout the process.

Moving on from the initial meeting, transparency is paramount throughout the entire process. Developers must openly communicate their project goals and implications, avoiding the temptation to manipulate uncomfortable truths pertaining to subjects like traffic, noise or design. With social media and hyperlocal news coverage, breaches of trust or dissemination of inaccurate information can quickly spread beyond town hall walls. A breach of trust or sharing of inaccurate information will cause every aspect of a project to be scrutinized and further extend what is already a lengthy process.

Even taking it a step further, developers should think about tools they can use to set the narrative and better communicate with the public and elected officials. Today’s short attention spans mean that most people are generally not going to read through planning documents, municipal codes and minutes of meetings. Beyond that, misread facts or rumors can quickly become the narrative. While a developer is deeply knowledgeable about the facts around a project, they cannot assume that those opposing it have read through the minutiae of the documents — and it’s not their job to do so. Dedicated landing pages with concise and easy-to-read information are helpful. If there are renderings or imagery, those are also effective in transmitting information. In addition, FAQs and infographics can be helpful tools for both the public and elected officials.

Engaging the community early on is just the first step; maintaining ongoing dialogue throughout the process is equally critical. Adopting an adversarial or distant approach at any point during the process invariably results in an erosion of trust and a loss of any support the developer had earned to that point. Sustained engagement demonstrates a commitment to transparency and collaboration, fostering positive community perception and engendering goodwill that can pay dividends for everyone involved in the long term.

Although implementing proactive community relations strategies requires time, effort, and financial resources, the benefits outweigh the alternative of spending hours each month answering questions in town hall meetings. By dedicating resources upfront, developers can streamline the process, minimize backlash, and build a solid foundation of community support. Embracing proactive, transparent, and consistent community engagement is the key to successful project implementation in today’s dynamic media landscape.

Dan Johnson is an account supervisor at R&J Strategic Communications.