joe heron greenexpo
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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
www.murrayconsult.ie
Twitter: RenewsIreland