The Case for Proactive Communication Around Development
The property industry in the UK is facing a mounting set of challenges as it struggles to balance economic and political drivers with its own commercial imperatives whilst taking into account the needs and wishes of local communities.
A number of growing trends are affecting the way development is brought forward:
- Land is in short supply and, where available, planning policy demands increasingly efficient, innovative and sustainable development solutions for it.
- Local opinion carries more weight in policy decisions than ever before such that communities expect and demand to be engaged from the outset.
- The man on the street is informed, inspired and willing to mobilise in defence of strongly held views.
All of this means that the days of ‘going through the motions’ as far as consultation is concerned are long gone. In the current climate, developers cannot afford to adopt a half-hearted approach to community engagement nor can they ignore what they hear when they do consult, however unpalatable it may be.
Instead, the smart approach to development consultation relies on thorough groundwork and research to identify the issues, proactive pre-application communication wherever possible and a robust appraisal of all feedback received with a clear explanation of those aspirations which cannot be met, often for perfectly justifiable reasons.
Genuine consultation is not about hiding behind a pretty architectural drawing and waiting for the worst to happen. When entered into properly, it’s actually about facilitating an honest and open exchange of views which makes communities feel involved; drawing out early and addressing the issues which will trip you up later in any case and, most importantly, smoothing the long term path to a planning consent. Which is surely the best reason of all.
