Stakeholder Communication

for Green Infrastructure Development

The Rationale for a Green Economy

Social Acceptance of Green Issues - Energy

Social Acceptance of Green Issues – Taking Action

Social Acceptance of Green Issues – Taking Action

What is the Green Economy

Definitions Vary As to What is Green and Also As to What is Acceptable

Project Developers Are From Venus – Local Residents are from Mars

The World is Not Full of NIMBYs

• How do we perceive stakeholders

– NIMBY

– An obstruction

– Them vs us

A stakeholder plan that starts from this basic assumption

is not going to be successful

Who / What are Stakeholders

• A stakeholder is a person or organisation who is impacted directly or indirectly by an activity of a third party

• Stakeholders are normally categorised as internal and external

• Stakeholders will have different agendas and maybe prioritised differently

• These need to be constantly reviewed

Why Bother - The Value of Stakeholder Negotiation

Stakeholders

Stakeholders

Public Opinion – The Battle for Hearts and Minds

Walk a Mile in Their Shoes

• To develop any relationship you need to understand the other person

• With every group or individual you encounter you should ask– Who are they

– What is their issue / concern / agenda

– Are their concerns founded

– Where do they get their information from

– What is their background

– (How) can we work together

– What resources do they have at their disposal

Common Communication Challenges

• Technical Issues• Entrenched opposition• Misinformed public• Lack of understanding of benefits• Negative history of promoters• No trust or respect among the community• Community feels disempowered

Project Specific Issues

• Visual intrustion• Noise • Health reasons• Property value• Lack of consultation• Lack of community benefit

Stakeholder Communication

Aims of Stakeholder Management

• To strengthen your project• To head off problems before they happen• To inform• To learn• To allay concerns • To identify additional stakeholders• To create project champions

Key Principles of Consultation

• Go early and often• Be consistent in your messaging• Be open and honest• Be flexible when you can be• Include them in the plans• Follow through – Don’t make promises you cant keep

Stakeholder Management Plan

• Outlines the project• Lists all stakeholders (including media)• Identifies stakeholder needs• Identifies the outcomes we want with each stakeholder

group • Plots a path to get there• Incorporates key project milestones • Identifies issues• Identifies how issues will be managed• Records actions and results• Is constantly reviewed throughout the process• Will change

Consultation Tools

• Public office• Public exhibition• Helpline• Individual or small group meetings • Visiting individual committees• Newsletters or pamphlets• Media interaction (Don’t forget social media)• Group visits• School talks• Public Meetings

Timing – The Old Conundrum

Consider Your Resources

Communications – The Bottom Line

• You inform• You influence• You create other advocates

• You may inform opponents• You may influence effected parties to take action• You may create enemies

• Without you telling your story someone else will• If someone else communicates they set the agenda

Joe Heron

Senior Consultant

Murray Consultants

jheron@murrayconsult.ie

www.murrayconsult.ie

Twitter: RenewsIreland