Danielle Peoples is a Project Director for Communications and Stakeholder Engagement at Atwell. Danielle has a passion for community engagement and getting “boots on the ground” as soon as possible to immerse her team in a community’s priorities and sentiments. In this blog, Danielle shares why it is essential to prioritize community engagement and that while there are best practices, there is no one-size-fits-all approach.
Years ago, I started using a downhome phrase within my project teams that I still pull out today: Follow the Mama Rule. It’s my light-hearted way to encourage team members to slow down and think about the people and places that will be impacted by a project. By thinking about the figurative “Mama” of the community, we can try to empathize about what Mama would want to know:
- Tell her the plan and get her thoughts.
- If the plan changes, give Mama the update and explanation.
- And, importantly, clean up our mess when we’re done and share appreciation for the support.
In our work, the communities we’re connecting with are “Mama”—we want them to know what’s going on, support the process, and keep them informed along the way.
Start early, stay engaged
I’ve never heard the sentiment from a project team that they started community engagement too early; I have heard them commiserate that they started too late. Because the risks and opportunities with community engagement have the potential to make or break a project, it’s ideal to start the community and stakeholder research at the very beginning of a project. Early engagement lays the groundwork for trust, support, long-term benefits, and community-led insights to avoid surprise complications.
Time and again, we’ve seen how this early investment pays dividends over the long-term as stakeholders have a clearer view of the intention and community members feel included in the success of the project. Bringing the community through the evolution and decisions for the project contributes to the trust and inclusion that community members feel.
Research the community thoroughly
With our clients, we often start our scope with community and stakeholder research. This involves seeking to understand the community’s history and current priorities, to identifying community members who are likely to have an influence on people’s attitudes toward the project. Recognizing the decision-makers who can impact the success and timeline for the project’s development is also a vital part of this process. This is the foundational information that helps us design an informed communications and engagement plan with our clients.
How, then, do we go about researching these communities to understand their values, their priorities, and their opinions? We use a two-fold approach to do our research: 1) Desktop research of available public information, and 2) Site visits along with information gathering interviews.
Desktop research involves reading news articles and local history publications, reviewing local government meetings and changes to ordinances and regulations, and reviewing other development and infrastructure projects for benchmarking. We seek to connect the dots with this information to anticipate how synchronizing our communications and initial outreach could build support and meaningful community benefits.
An important part of this research phase is to take the time to go look and go see the community. I remember trying to anticipate traffic concerns that could stem from a project. During a site visit, we realized a large industrial site was already sending dozens of trucks down the same route to the highway. The situational awareness showed that we took the time to understand what was already happening in the community and how our project was part of a much broader experience for stakeholders.
This is also a time to have low-risk, information-gathering conversations with key stakeholders like local government staff, economic developers, and supportive landowners to validate impressions and observations. This is where we identify and begin to manage potential risks and introduce ourselves as people beyond a project name and company logo.
A dynamic, engaging plan is better than a “perfect” plan
I’ve observed a tendency over the years for teams to want to have all the details figured out and questions answered before introducing a project to the community. While the first impression is very important, inviting people to be part of the process of deciding and refining the project is true engagement. Introducing the project and telling the story of why the project is desired is more memorable than all the design details initially. And it can feel somewhat adversarial if people don’t feel like there was an opportunity to give feedback or weigh in on options.
Community-specific tactics that match how people like to receive and share information should be aligned with project milestones and can include one-on-one meetings, group presentations, community meetings and events, fact sheets, visual simulations and tours, and websites. This is another opportunity to invite people to share early on how they’d like to be engaged throughout the project.
Perfection of all the answers you think you should have for the project introduction is not as important as a demonstrated ability to engage with community members, listen and hear their concerns, and respond in a timely manner. As project timelines and expectations are better informed with feedback, the engagement strategy should be updated and discussed amongst the project team dynamically to reflect this.
When we suggest stakeholders should be made aware of changes, that especially includes the community. Trust is broken more easily than it is built, and if the trust of a community is broken due to lack of communication, the risks to long-term success will only increase.
Consistency and proactivity benefits everyone
Throughout my career, I’ve learned that something as simple as showing up consistently with the same people, the same faces, and being timely in responses can make all the difference. This consistency doesn’t just apply to the initial days, either. Honoring commitments made through construction and operation helps not only the project reputation but all developers, current and future.
Proactive messaging also allows the client to determine and set the project narrative. If a developer assumes they should wait to speak about the project until they have all permits approved and in hand, it creates a void. That void can be easily filled by detractors, allowing them to step in and create a negative narrative about the project. That is obviously not ideal and can cause communication to suddenly become reactive.
Ultimately, community engagement is more than a nice add on – it is crucial to project success. A well-engaged community leads to smoother project approvals and sticking to the scope, schedule, and budget for our clients.
Connect with Danielle to discuss further how Atwell can support your efforts to follow the “Mama Rule” with thorough research, development, and coordination of communications and stakeholder engagement plans for your projects.
