Distinctive Dispatch #13: Smart engagement is key to building support

The power of communication for better places; tips for engaging journalists; Google prioritises quality; leading cities in turbulent times; gentle density in action.

Better comms for people, places and work

Thanks for supporting this newsletter, which enters its second year. It’s been fantastic to see subscriber numbers grow, and we hope it’s been useful to you. If you’ve any comments or thoughts on what you’d like us to cover, let us know in the comments or get in touch.

Thoughts on engagement

Low Traffic Neighbourhoods, or LTNs, hit the headlines again after news emerged that Prime Minister Rishi Sunak commissioned a report which found people actually quite like them.

This appeared to run counter to the PM’s assertion that the ‘hair-brained’ schemes represent a front in the war against motorists and hard-working people.

The Department for Transport has since published statutory guidance for councils, setting out expectations for consulting local communities on proposed Low Traffic Neighbourhoods.

“Via its engagement and consultations, an authority should be confident that a scheme is capable of carrying the support of a majority of the community before introducing it,” the guidance states.

Recommended approaches include multiple in-person events, online engagement, and information leaflets.

We welcome the guidance, even if we question its presentation. It chimes with our earlier thoughts about how putting smart, human, two-way communications at the centre of any engagement is key to building understanding and nurturing support for change.

Principles for good engagement

Whatever the situation, change is easier to manage if communities feel like they have a say in it. If change happens without this, or communications is confusing or clumsily done, it can damage trust and bring projects to a halt. Some appeared to learn this the hard way when trying to bring Low Traffic Neighbourhoods forward.  

This is why our approach to engagement is shaped by three principles of clarity, connecting communities and communicating two ways.

We have tried and tested this model on projects ranging from the major new smart campus at Gravity in Somerset to proposals to merge housing associations and improve services for tenants.

Even on projects where there is disagreement, and in some cases strident criticism, engaging in the right way gives others the confidence to enter the conversation. 

We know it won’t be lost on many of our readers that proposals for Low Traffic Neighbourhoods come from a good place. They’re seeking to make places healthier by reducing pollution and encouraging active travel.

As the research states, they may not be as unpopular as media reports suggest.

But promoters must up their game and demonstrate support for them before they can happen. And that’s where good, clear engagement can help.  

Supporting better, healthier places

We’ve recently seen up close how this can work in a consultation on proposals to close Cheddar Gorge to vehicular traffic.

More than 1,700 people responded, with overwhelming support for the proposals. And we are very much still in that listening phase. Having collated and reviewed the feedback, we need to use this to inform next steps and implementation.

It’s been great working with clients who value good engagement, and supporting projects that will make a lasting difference to their areas.

Read on to find some posts on this topic from the team which may help you. If you’d like to discuss how we can support your consultation project, get in touch.

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Want to know how to land great media coverage? Here’s how…

Thanks to everyone who joined our recent webinar with experienced business journalist, Rob Buckland, about how to work with the media.

The session shared tips on how to make your news stand out, what journalists are looking for and some dos and don’ts for media announcements.

You can read six tips from the webinar and watch it back on our website.

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Things we’ve read

Google announces new core algorithm update for search: Google reaffirms its position on ‘people-first’ and ‘helpful’ content. Its latest update penalises sites that post content written with search engines in mind but are less easy for humans to read. It’s good news for authentic content that gives clarity and colour to projects and business updates, and less positive for those posting AI-generated pastiche crammed with keywords. For some tips on writing quality, human content, read our ‘How to sharpen your writing’ blog.

Read by Jasmine Gordon

Bristol’s We the Curious rises from the ashes - in a surprising way: The science centre and educational charity has launched The Seagull Project, which aims to shift attitudes towards the much-misunderstood bird. This may be surprising, given that seagulls were at the root of the fire which caused extensive damage to the building (a seagull dropped a stone into the solar panelling on the roof).

Rather than ignore or cast a negative light onto the cause of an accident which had devastating effects, We the Curious is drawing attention in a positive way. This is a great example of the sort of stories organisations should tell when rebuilding physically and reputationally. Unlikely tales of support, being open and honest about the cause of damage and getting creative all demonstrate who you are as a body, and that you are alive and well as an industry.

True to Bristol’s street art culture, a mural has been put up in an east Bristol school, celebrating the bird. This will feature in We the Curious when it reopens later this summer.

Read by Jasmine Gordon

Tomorrow 125: Rediscovering the roots of a new society: The Town and Country Planning Association’s (TCPA) ‘Tomorrow 125’ report explores the background and practical application of the Garden City idea. The project leaves the TCPA with feelings of optimism and urgency for change. It outlines the Garden City Development Model and their ongoing work with practitioners, planners and policy makers to embed principles in policy and practice. Their planned work includes working with the next Government, actively seeking new community projects to support, and developing a Garden City Repair Manual for England. Worth a read for those in the development and place-making space.

Read by Arianne Smart

Is AI going the way of the blockchain?: We’ve been involved in lots of conversations about AI and read plenty of thoughts too. The pieces range from evangelical (how ChatGPT can change your life) to apocalyptic (UK stands to lose 8m jobs). This post from Bruno Amari strikes a note of cautious enthusiasm, which I think is where most businesses should be. AI can help us work better; but it’s a tool that needs careful handling. Stay across our website for more thoughts on this as we develop our thinking.

Read by Ben Lowndes and Jasmine Gordon

Things we’ve seen

Marvin Rees in conversation with David Olusoga: Marvin Rees’s eight years as Bristol mayor coincided with Brexit, a global pandemic and conflict in Europe. Five Prime Ministers have held office during that time. Against this turbulent backdrop, he leaves his role in May with a long list of achievements and many admirers on the national and international stage whilst being a source of tense local debate.

His final ‘state of the city’ address at the revamped Bristol Beacon covered these contradictions and the challenges of leading Bristol through austerity and his tense relationship with the local media. And it was instructive to see reporting of his comment that he sometimes felt greater sense of authenticity in the city’s Merchant Venturer members than some ‘noisy’ anti-racist protestors. Was he ‘praising’ the Merchant Venturers, as some titles reported? Or was he highlighting the noise and hostility surrounding so much of Bristol’s public discourse? It’s worth listening to before making your mind up. Whatever happens next, we wish Marvin and those leading our amazing city after 2 May well.  

Seen by Ben Lowndes

Create Streets - East Devon housing case study: This case study from Create Streets talks about ‘gentle density’, the use of terrace and mid-rise homes to build more on less land. This concept helped a development, which is just a stone’s throw from where I live, to increase the number of homes from 34 to 44 without losing green space and beauty.

Seen by Arianne Smart

Things we’ve said

Thoughts on the future of the workplace, TheBusinessDesk: We were delighted to be part of this discussion on the how businesses and office providers are responding to changes in how people live and work. Although we see up close how our clients respond to this challenge, our views in this discussion are from the perspective of a small business which is striving to achieve the best of office life and remote working. A thought-provoking discussion with some great businesses. Thanks to the team for the invite.  

Smarter comms can lay the path to Low Traffic Neighbourhoods: If proposals to restrict car use to make places healthier are to succeed, communication needs to play a central role. We share three things that those leading proposals can do to build trust and nurture support.

Written by Ben Lowndes

Six steps to consultation success: This post highlights the importance of inclusive consultation in community development projects. It reveals startling data on public engagement and offers six actionable steps, emphasising tailored messaging, stakeholder prioritisation, diverse communication channels, inclusive survey design, and transparent follow-up.

Written by Arianne Smart

Five ways to sharpen your writing: Writing clearly is thinking clearly. In an age of information overload and jargon, simplicity is key to connecting with your audience. This post includes some great tips for sharpening your writing.

Written by Jasmine Gordon

See you again in May. If you’d like to share or discuss anything before the next edition, please leave a comment or drop us a line.