PR strategies to keep conversations civilized

BY Filomena Fanelli

Change can be one of the hardest things to accept. In fact, statistically, most people don’t like to leave their comfort zone. A Leadership IQ study and accompanying quiz found that only 38% of people like leaving their comfort zone, which means a staggering 62% of people don’t want to roll with changes, or are only willing to do so occasionally.

Hearing this data makes it easier to imagine why most new development in our communities is met with fear and skepticism from the public – and even some very vocal dissenters. Change isn’t easy and some people would rather run and hide from it or fight it with every ounce of their being. That point was emphasized at a recent Westfair Publications real estate event, when a panelist joked that some people in our communities are simply CAVEmen: Citizens Against Virtually Everything. His funny acronym was pretty spot on. As someone who changes minds, hearts and actions for a living, I can confirm that there are CAVEmen and CAVEwomen everywhere. Some people will oppose any project, any form of housing, any tourist attraction, any industrial park, even a new, tree-lined park for the community to enjoy.

So, how do you get people to understand what you’re trying to achieve when there are CAVEpeople grunting loudly and bludgeoning anything and everything in their sights? Quite simply, by getting ahead of them.

Here are six tips to help a conversation remain more civilized:

1. LISTEN BEFORE YOU TALK

It’s a step many people forget, but stopping to take the temperature of the community around you is an important thing to do before you begin talking… and then to do again and again.

What’s the overall sentiment around development? What recent challenges have the people living and working here faced?

What are the issues of importance? Where do you fit in with these findings? How open is this community to change? What is in it for them?

The answers to these questions will inform your next steps – and also show you’re invested in more than just you and what you stand to gain.

2. LAY IT ALL ON THE

Overcommunication is your biggest asset. Fear around hearing from dissenting voices can make people want to run and hide, but sharing accurate information, in a nondefensive way, early and often, can help fill gaps in the narrative. After all, when it comes to planning and zoning boards, many of the people sitting in those seats are volunteers and don’t necessarily have an extensive real estate background or the time to know everything there is to know about you, your history and your plans.

If you are looking to build in a community, Google your name and company name before you head to town meetings. What would a member of the public see if they searched for you? If you lack a digital footprint, now is a great time to lay one down. If you want to be known for something, is the message you want out there apparent?

Proactively share news in local, regional and trade media around recent work you’ve done, as well as plans you have proposed. This can include formal press releases, op-eds or thought leadership pieces, photo captions to put a face to the name(s), and even letters to the editor. This ensures the news is being shared in your words and accurately versus being responded to, and correcting details, after the fact.

3. MAKE DETAILS EASILY ACCESSIBLE

Consider creating an FAQ page on your website to openly address questions you’ve heard or ones that you think may arise, a blog with frequent updates and posts, or a separate microsite. If you’re not sure what those questions or concerns might be, pull in a diverse group of friends, colleagues and professionals, perhaps even a PR agency team, and ask.

It is extremely helpful for people to have access to information regarding you and your project. Be sure to update that site or FAQ page regularly, particularly in between critical meet- ings and milestones. Doing so shows a commitment to transparency, which is an added bonus.

4.

Stay Social

Social media can be a helpful way to connect with community stakeholders and to share updates, positive news and developments, progress photos, and articles of interest. It can also allow you to actively engage in a way that helps get to the bottom of what’s on people’s minds, whether on your own page or by commenting on established pages and community boards. It is critical that you engage with your followers. If someone asks a question, answer it. If a concern is raised, address it. This is one of the best ways to communicate directly to consumers.

5. BE A JOINER

Get involved with your local Chamber of Commerce, economic development organization and more. Sponsor events or find other groups you can support and become active in. This will help you explain your intentions more personally and make valuable “in real life” connections with others who might be important voices of positivity as your project advances, whether at town meetings, in local news outlets or as third-party quotes in press releases.

6. REMEMBER WHO THE REAL AUDIENCE IS

Probably most important of all is remembering who you are trying to reach. It’s not the CAVEpeople, who have already made up their minds, but the many reasonable and evolved humans who have a stake in what you’re trying to share or change. We owe them the chance to come around at their own pace, and by following the steps above, our odds of reaching the middle ground of understanding increase