Cut consultation headaches: how to prepare for tricky comments
Over decades leading public consultations of all sizes across the country, we hear first-hand many concerns raised from communities, businesses, and other stakeholders.
These can cause a headache – even the onset of a migraine – if you and your design team are not fully prepared.
We are looking at the thousands of responses received from previous consultations, to understand what the data tells us about the types of comments raised. We’ll come back to this in a future post.
For now, we thought we would take the time to share common comments we hear when consulting on proposals.
Common consultation comments
- Nobody told me this consultation was happening, (with bonus points to anyone making this point while holding an invitation from the project team).
- Well, it’s just a done deal, isn’t it?
- There’s too much development going on in our area… stop already!
- Our roads, and public transport can’t handle new development. We’re gridlocked as it is.
- Parking is a nightmare already. This will make it worse.
- Who are these homes / buildings for?
- We have no schools’ places – we can’t handle any more new homes!
- Will you be delivering any shops, doctors’ surgeries, or dental practices?
- How will this benefit us?
Tips to manage tricky questions
If I had a pound for every time I heard one of these comments, I’d be a very wealthy man.
But how to respond to these tricky comments and others when you get them? Below are some thoughts to help navigate them.
#1 Be prepared
Any successful engagement starts with understanding your audience. This helps you to find answers to the questions they’re likely to ask.
That takes preparation and insight. Make sure you do your homework at the earliest possible stage.
Spend time in an area before you engage. Speak to people. Understand what the data says around demography, average incomes, home ownership, employment and access to transport. These should all feature in the messaging you prepare and the approach you take.
With this insight to hand, you can create a plan with messages that engages people in a way that works for them.
#2 Engage to understand, rather than explain
While having responses to likely questions in your back pocket is helpful, it’s also important that you’re prepared to listen and hear what people say to you.
People who give tricky feedback often feel an element of pain or discomfort about proposed regeneration in their area. The two key words here are listen (actively) and empathise.
When people feel heard, respected, and understood, they’re more likely to trust you, and the process you’re promoting.
It also encourages inclusion and equity, by helping to understand diverse perspectives – including those who are often overlooked.
This will lead to more positive outcomes, and true collaboration to deliver places that work for everyone.
#3 Be clear
Messaging directly affects how people understand, trust, and engage in the process. When messages are unclear or mixed, participation drops and the quality of feedback can suffer.
Keep your messaging, clear, crisp and jargon free. Remember; you are creating a place, not ‘delivering 350 units with associated infrastructure and access to an adjacent road’.
The more people understand what you’re saying, the more they’ll hear you. The more they hear you, the more meaningful their comments will be. The opposite is also true, and that’s why clarity trumps complexity every time.
#4 Be consistent
Consistency happens when your team is on the same page, and when what you say will happen, happens.
Research suggests people need to hear information at least seven times before it sinks in, which is known as the ‘rule of seven’. The idea is that people learn and remember by repetition, and the more times a message is repeated, the more likely it is to be remembered and acted upon.
Getting your project team quite literally on the same page, helps people understand what’s happening, builds trust and makes engagement inclusive.
Which brings us to…
#5 Engage the silent (MIMBY) majority
While many who give tricky feedback at consultations may not be happy with proposals, it’s important to create space for those who may accept the right type of development to engage too.
Research from Demos identifies a ‘silent majority’ of 67% of the public as MIMBYs (Maybe in My Back Yard) and are open to new homes in their towns and cities. However, the research shows just over half (52%) of the public are unaware of how to input into planning decisions. Instead, it is often the NIMBY (Not In My Back Yard) perspective that dominates planning consultations. Remember, silence does not mean opposition.
Proactively engaging these voices can make sure that decisions are influenced by all areas of a community, not just those who worry about proposals.
This in turn can ensure that decisions are far more representative, decisions fairer, and the outcomes created more widely supported.
It should also lead for a more balanced set of questions and comments at the end of the process.
Our principles for great engagement
By its nature, dealing with tricky questions isn’t easy. But taking an approach that’s rooted in principles of clarity, connecting with communities and two-way communications can help you handle it.
Our guide to building quality consultations – from strategic planning to successful execution – shows how to be prepared and stay on track.
Take 20 seconds to download the guide and planning templates to help your next project run smoothly.
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