“The single biggest problem in communication is the illusion that it has taken place” – George Bernard Shaw.
For commentators on Labour’s planning reforms, and the impact they’re likely to have on the ground, there is something in that old adage that feels arguably more relevant now than ever before.
With just a few days until the Government’s consultation closes on changes to the NPPF – and following the GB Energy Bill’s Second Reading two weeks ago – the development, infrastructure and energy sectors feel upbeat.
We’re poised for a much-needed boost and (at long last) some clarity from Central Government on its direction of travel, key policy positions, and a backdrop to secure growth. And we’ve had rousing speeches too, including Ed Milliband pledging to “take on the blockers, the delayers, the obstructionists” to deliver a Net Zero future for the country.
But there is a problem.
Or perhaps to put it more constructively, a “challenge”. And that challenge has communication at its heart.
Realising commitments made in the national interest to deliver the infrastructure the UK desperately needs – and on a genuinely transformative scale – will involve tackling some long-standing and contentious issues.
Not just in terms of reforming the structure of the planning system to consent these projects, but in getting genuine buy-in from communities, and the decision-makers that represent them – winning support and driving projects forward towards successful outcomes.
The issues that typically lead to grassroots opposition to projects have not gone away overnight- and nor have the political consequences of supporting contentious projects at a local level.
Why engagement is still critical
So – having admired the problem – what should projects and organisations in this space actually DO to address this challenge?
The answer in some ways is very simple – communication, communication, communication.
There exists now, perhaps more than any time in the past decade, a real opportunity for projects to reset the public discourse around development, and to make a more positive case for progress.
Projects can be assured of being supported by a wider Government agenda; a very welcome and arguably long overdue development. But that doesn’t absolve promoters of the need to make the case – through effective communication – for the benefits their project will deliver..
Having an honest, grown-up conversation
Insights from recent polling suggest that MPs and Councillors up and down the country could (or perhaps should) feel a little bolder and braver in approaching some of these issues on their home turf. For example, polling released this Summer by Renewable UK suggests the majority of people in the UK “feel frustrated when renewable energy projects are blocked”, with YouGov finding the same was true with respect to public sentiment on large-scale housing projects.
Luminate’s regular polling for clients across Infrastructure, Energy and Housing echoes this sentiment – and reveals an attitude towards projects, not just from national polling but amongst affected communities too, that is far more pragmatic than certain parts of the British media or particular interest groups would have us believe.
This combination of a clear trend in shifting public sentiment, and a new Government with a clear agenda, creates an important window of opportunity.
Now more than ever, the UK needs a thriving development, energy and infrastructure sector that will not only take up this challenge, but that speaks to and seeks to understand public sentiment, and its wider stakeholders, on a long-term basis.
These projects have huge numbers of direct and indirect beneficiaries, almost all of whom can only be reached through genuine engagement on the part of project promoters.
Getting to the heart of the issue
At the risk of sounding a little biased – for any project that is serious about doing this and gaining buy-in from stakeholders, winning support and achieving a successful outcome – communication and engagement with its stakeholders must be, and arguably will always be, at the heart of solving this problem.
Having strong Cabinet Ministers like Angela Rayner MP and Ed Miliband MP publicly supporting new development is a very helpful start. But their leadership alone isn’t going to convince communities across the country that we need new renewable energy, homes and infrastructure across the country. It’s up to all of us still, as a sector, to clearly articulate the public benefits these projects will provide.
Don’t fall for “the illusion it has taken place” – talk to our expert team today about how communications and engagement can navigate the new landscape, and help guide your project to a successful outcome.