How to maximise the value of community engagement

Community engagement costs millions of pounds. Public consultation, planning approvals, stakeholder management… they all cost money. Yet too many in the industry regard it as a necessary evil rather than a worthwhile exercise that can make a huge difference to the quality of the end product. So, what does good community engagement look like and what benefits can it bring?

First, every time you approach placemaking, you need to properly understand the local context. To do that, you need to not just listen to what is said but hear it, and you need to consider who is doing the talking. Are you just hearing the loudest voices? Who are you not hearing from? Are you really listening to those who don’t like the development?

If not, you should be. When you listen to those who disagree, and thoughtfully consider their objections, you’re more likely to place-make in a meaningful and successful way. This takes time and involves an upfront cost. But doing it well at the outset will save you cost and investment later.

It is important to engage with all your external stakeholders, however large the network is. These will likely include investors, shareholders, clients and other business partners, as well as communities and community organisations.

The key is understanding your stakeholders’ desires, expectations, and interests. Trust me, they can be the heroes or villains in your inclusion story. So, it’s crucial for you to identify the needs, importance, power and influence of ALL of these external players. That way, you can spot opportunities and potential risks that might affect your inclusion objectives, which then feed into delivering social value. People care they’re being listened to, and that you listen properly. So set some inclusion and social value goals and share those and be prepared to be held to account for them.

Communication is everything. When building those relationships, make sure to showcase your social value principles and objectives. Let them know you mean business when it comes to promoting inclusivity and diversity. Oh, and don’t forget the power of gossip! Keep an eye out for media reports related to diversity and external stakeholders’ social media, and take a keen interest in the hyperlocal news. By staying informed, you’ll be able to fine-tune your efforts.

Remember, sharing is caring! It’s not just about sipping fancy cocktails with stakeholders, but also exchanging points of view and expertise, and spending time in your local community. Then you start to create a symbiotic relationship where everyone gets to strut their stuff and embrace positive perspectives.

Actively engage. Communities can make or break your objectives. If they’re helping you soar towards inclusion and diversity, fantastic! But if they’re throwing obstacles in your way, it’s time to reassess and find areas for improvement.

It is vital that you walk the walk, not just talk the talk. Visibly genuine leadership and commitment to inclusion will pay dividends. If it’s not genuine, communities will see through you immediately. If you engage with a diverse range of stakeholders and share knowledge and good practices, it should engender public support for your inclusion principles.

So, take a proactive, inclusive, and collaborative approach when engaging with these communities. Make your mark on the inclusion landscape and show the world that you mean business. Let’s build a more inclusive and diverse society together, one that has a value that is not just monetary but social.