Originally published 4 September 2006. This article is retained from the tCI archive. Law, policy or practice may have changed since publication.
How do you kick off a large-scale consultation?
Do you write letters to key stakeholders? Send copies of the consultation document to those you know are interested? Send e-mails? Issue a Press Release? Alternatively, do you make a determined effort to secure maximum publicity, generate some razzmatazz, and launch the consultation with a fanfare of trumpets?
Obviously much depends upon the context. A technical consultation of deep interest to only a small number of predictable stakeholder organisations is quite different from a more general public participation exercise. Even then, you have to make a judgement as to whether the subject of the consultation is suitable for high-profile coverage. Some issues lend themselves to this approach. “Remember to have your say in the Great Congestion Charge Debate” sounds a lot more credible than “Help us prepare an integrated strategy for sustainable development”. One approach is to ask oneself Is this a subject which would attract much wider involvement – if only they knew about it? Think of elasticity of demand as a parallel concept. Some goods sell considerably more if the price is reduced. Others are called price inelastic, as demand is fairly static, and responds very little to changes in price.
In the context of consultation, there are some issues where a relatively modest investment in publicity and PR can result in disproportionately greater community involvement. Typically, these are debates which touch on people’s daily lives and make a difference to local towns and cities; topics where there is latent interest, and where a trigger is needed to encourage citizens to show an interest.
A high-profile launch is especially valuable as a means to overcome bureaucratic or institutional barriers. The Town & Country Planning system is a case in point. New laws to streamline the creaking process for Local Development Plans also provide for Councils to publish Statements of Community Involvement - but few of the good intentions expressed in these Statements will ever come good unless Planning departments can make a better fist of explaining the complex system to community stakeholders.
Starting each phase of community involvement with a visible launch helps to de-mystify processes which are otherwise poorly understood. It also attracts public attention, marks the beginning of a debate, and provides an authoritative reference point for the consultation narrative.
Clearly, this is not to be over-used, or the law of diminishing returns takes effect but, when the occasions are well selected, a professional launch has much to commend it.
Trigger points
- What experience do you have of organising a successful consultation launch?
- Consider forthcoming consultations; which might justify a formal launch?
- Talk to Planning departments and explore the advantages of a formal launch for LDC community involvement.
This is the 66th Tuesday Topic; a full list of subjects covered is available for Institute members and is a valuable resource covering so many aspects of consultation and engagement