Managing public relations-
ASSISTING PROPERTY DEVELOPER TO ENGENDER LOCAL SUPPORT
THE SITUATION
A property developer, having purchased a site to develop a retirement village contracted Crabtree Associates to prepare a communications strategy that would engender neighbourhood support for the project and assist in obtaining the appropriate consents from the local council.
THE PROGRAMME
The programme implemented by CALpr included:
- A personal letter, signed by the developer and addressed to local householders explaining in simple terms the concept for the village and inviting them to contact the developer for further information or to voice their opinions.
- A leaflet outlining details of the village distributed with the letter. The leaflet also contained endorsements from residents of previous villages completed by the developer.
- Reporters from local papers were invited to our offices for a briefing with the developer, to view plans and to ask questions about the development.
- A website was developed that gave information about the village and enabled users to contact the developer's office for more information.
- Briefings for local Community Board members and Ward Councillors should it be necessary to gain their support.
- On-road signage for the development designed and produced.
- Other local opinion formers, such as Rotary / Probus Club members, local schools and churches were also approached and encouraged to voice their support.
- Public responses were monitored throughout, with CALp.r ready to alter the strategy if necessary.
THE RESULTS
Local opinion formers wrote letters of support, the website generated many responses from locals, several of which were used to support the developer's application for Council consents. Less favourable feedback was dealt with promptly and personally, thereby avoiding potential conflicts. No negative news was run by any of the local media, and the necessary consents to begin the development were granted.