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Localism:
  Looking Forward




Featuring exclusive insights from...
                                          Clive Betts MP
        John               Roger          Chairman of the CLG Select
        Howell MP          Hepher         Committee
        PPS to Cities,     Head of
        Decentralisation   Planning and
                                          Stephen Gilbert MP
                                          CLG Select Committee Member
        and Planning       Regeneration
        Minister           at Savills
                                          Fiona Howie
                                          CPRE’s Head of Planning
Contents
         Localism: Looking Forward
         Mark Brown, a member of the Government’s Planning Sounding Board,
         outlines the political motives behind Localism.


         The Local Way Forward
         John Howell MP, PPS to Cities, Decentralisation and Planning Minister
         Greg Clark, explains the key measures in a year of planning reform.


         A Leap in the Right Direction
         CLG Select Committee member Stephen Gilberrt MP argues that
         localism enjoys unusual cross-party support.


         A National Balance?
         Clive Betts MP, Chairman of the CLG Select Committee, questions the
         national-local balance shown in localist reforms.



         Unseen Consequences
        So many simultaneous reforms could lead to unseen consequences and
        advantages for those with enough foresight, says Savills’ Roger Hepher.



        A Rural Role
        With Coalition reforms reflecting many existing countryside planning
        techniques, CPRE’s Fiona Howie explains the lessons to be learned.



        The Planning Authority View
        How can developers make the most of consultation and achieve consents
        through engagement? First-hand advice from Planning Authorities.




2 Localism: Looking Forward
Mark Brown is a founding partner of Local
                                               Dialogue and a member of the Government’s
                                               Planning Sounding Board.




Localism:
Looking Forward
I
   n a process that many trace back to         an important distinction: that NIMBYs
   the 1980s and attribute to                  attack when they have no other option.
   Governments of both parties,                The politics of the petition, says the
   centralisation has been a pattern of        Coalition, is created by a planning system
modern British politics.                       that provides minimal recourse to influence
                                               decisions. The answer, they say, is to
The images of a Blairite ‘sofa government’     provide an alternative – a valve that
and Brownite ‘Stalinism’ were so strong, in    prevents the build up of pressure through
fact, that opposition parties formed           early collaboration.
governing philosophies in deliberate
contrast to them. David Cameron and Nick       Our clients, presented with sweeping
Clegg would perhaps place ‘localism’ as        changes across the planning system in the
the clearest overlap on their Venn diagram     form of the Localism Act and the National
of government.                                 Planning Policy Framework, need to know
                                               how their interests will fare. It is far more
For this reason, it should be unsurprising     rosy than many had feared and here we
to see the Coalition adopt with huge           publish an exploration of the
energy the remit of localisation in public     implementation of these new measures.
services. Some name it a ‘supply-side
revolution’ or the creation of a ‘Big          The following pages present the views of
Society,’ affecting everything from schools,   policy influencers from politics and
to benefits, to the NHS. Others label it       industry, who give their perspective of the
‘privatisation by stealth’ or ‘cuts under      new Framework. We also present new
cover’. In the planning sector, at a time      research that looks at the views of
when the economy desperately needs             planning officers and Local Planning
construction, there are many who would         Authorities (LPAs), demonstrating how
simply call it a huge, risky experiment.       they view consultation in influencing
                                               planning decisions. n
But the Coalition has surprised many in
our industry. It has not come out with the
NIMBY’s charter. Instead, it has identified


                                                                              Localism: Looking Forward   3
The Local
                                              Way Forward
                                              2012 will be the year Government reforms in
                                              planning will be felt right across the country,
                                              says Open Source Planning co-author and
                                              Conservative MP, John Howell.




                                              “R           ather than have one planning structure determined
                                                           centrally… we want to create a planning system
                                                           where there is a basic national framework of planning
                                                           priorities and policies, within which local people and
                                              their accountable local governments can produce their own
                                              distinctive local policies…” – Open Source Planning, 2010

                                              In Open Source Planning we set out three key tenets to achieve
John Howell is the Member of Parliament       the balance of national framework with local plans. These were:
for Henley and is the Parliamentary Private
Secretary to Greg Clark MP, Minister for        • Restore democratic and local control;
Decentralisation and Localism. He co-           • Rebalance in favour of sustainable development;
authored the Conservative Party’s               • Produce a simpler, quicker, cheaper and less bureaucratic
planning green paper, Open Source                 planning system.
Planning.
                                              Now the Localism Act and NPPF are public with the above tenets
                                              reflected in law, let me look at the tools we are using to deliver
                                              them.

                                              Neighbourhood Plans are a key component of restoring local
                                              control over planning. In my constituency, I’ve had the chance to
                                              see frontrunner plans coming together. The feedback was
                                              encouraging. As we predicted in Open Source Planning, local
                                              people rise to this challenge with confidence and responsibility.

                                              But it is not only local communities who have seen the way
                                              forward. I’ve also been impressed by developers who recognise
                                              that delivering a project ‘by appeal’ will need to be replaced by
                                              real collaboration with communities. They have recognised that
                                              for them, the emphasis will shift from the application to the plan.




4 Localism: Looking Forward
I am sure that in 2012 we will see more
of this.                                   How to identify your
Under the previous system, there was
no way for local communities to share
                                           project’s stakeholders
in the benefits of development. This
point is particularly important. Lessons   Identifying 'stakeholders' is a major part of any project. But for
from a study conducted by Local            successful engagement, you need to understand the community's
Dialogue into international examples of    dynamics.
Neighbourhood Planning clearly
showed the importance not only of          Malcolm Gladwell’s book The Tipping Point is excellent at
                                           describing key stakeholders. Gladwell identifies three key groups
participation in planning but of sharing
                                           to describe the people who often spread key messages across a
the benefits of so doing. This is          community.
precisely what we have enabled
through the Community Infrastructure       ‘Connectors’ have extensive personal networks that they use to
Levy (CIL), giving communities a share     communicate with a lot of people. It could be a hairdresser,
in a developer’s contributions.            chatting to local people all day, or the business leaders that run
                                           the local Chamber of Commerce. Our research identifies these
The New Homes Bonus is a mechanism         key people and presents information in easily sharable ways for
by which the Government will match,        them to propagate.
pound-for-pound, for six years the
                                           ‘Salesmen,’ who have a talent for persuasion, are the next crucial
council tax income of new homes.
                                           group. Local Dialogue has become adept at identifying these
Already there are mature conversations     ‘community champions’ – local people who support a project and
between neighbourhoods and planning        want to make it happen. Then it is about giving them the right
authorities about how some of this         tools to bring about success on their own steam.
might provide deliverability for the
content of neighbourhood plans.            Finally, ‘mavens,’ a word Gladwell takes from the Hebrew for ‘one
                                           who understands’. Put simply, these are people with an expert
Many councils recognise that they do       passion for a particular subject. A great example is the Waterloo
themselves and their residents no          Community Development Group in London – a largely volunteer
favours by having no local plan in         group with a detailed interest in local development projects.
                                           Groups of this type are often key because they know what they
place. The importance of councils
                                           are talking about and are respected by councillors.
moving ahead with these is paramount.
Nothing in the Government’s reforms        These three types of stakeholders can make or break your project,
undermines the primacy of the local        so researching, identifying and knowing how to connect with
plan in determining planning               them is absolutely essential. n
applications. Moving ahead to
complete Local Plans will, I am sure,
continue to become an increasing                              Jessica Stewart,
priority for local councils in 2012.                          Partner
                                                              Jessica has nearly 15 years’ experience in
Good progress has been made in good                           stakeholder and community relations and
time: the Localism Bill is now an Act                         is an expert in leading projects for both
and coming into force already; the                            private and public sector clients.
NPPF has been received well. 2012 is
the year of the reforms we set out in
Open Source Planning. n




                                                                     Localism: Looking Forward                  5
Stephen Gilbert is the Member of
                                                                  Parliament for St Austell and Newquay. He
                                                                  is also a member of the CLG Select
                                                                  Committee and Chairman of the All-Party
                                                                  Parliamentary Group on Housing.




                 A Leap in the
                 Right Direction
                 Localism is the result of political consensus, leading to a
                 wide devolution of power, says Liberal Democrat MP
                 Stephen Gilbert.




                 I
                        t’s the double devolution that David   Over 13 years from 1997 we have seen
                        Miliband has spoken and written        that increasing centralisation does not
                        about. It will enable David            work. We know that centralised systems
                        Cameron’s “Big society,” and it is a   cannot display initiative because they are
                 huge step towards the community-based         too big to fail and so cannot experiment
                 politics that Liberal Democrats have long     or differ. Dispersing power throughout
                 argued for.                                   the country will see a plethora of different
                                                               approaches to service delivery, reflecting
                 The localism agenda frees councils,           the particular needs of communities, and
                 enables councillors and empowers local        that will be healthy for the communities
                 communities. For the first time, councils     concerned and for the country as a whole.
                 get the power of general competence: the
                 ability to act in any area to benefit their   Instead of local people being told what to
                 communities. They get extra financial         do, local communities will have
                 freedoms and the housing revenue              opportunities to influence the future of
                 account, long hated, is being reformed.       the places where they live. Neighbourhood
                 Councillors will get increased rights, and    planning will let communities come
                 the end of the ridiculous                     together through parish councils or
                 ‘predetermination’ ban on having an           neighbourhood forums and say where
                 opinion on local issues before going into a   they think houses, businesses and shops
                 meeting to talk about it.                     should go – and what they should look


6 Localism: Looking Forward
A digital consultation?
                                            Good engagement is about getting on the ground to meet
                                            stakeholders in their own communities. Traditionally, that meant
                                            the physical locations where communities meet to exchange
                                            information. But increasingly such exchanges happen in online
                                            communities.

                                            Online media has played a huge role in creating the transparent,
                                            non-hierarchical drive behind localism, so they should also play a
                                            huge role in its implementation.

                                            Selecting the right tools to engage should be strategic and not
                                            just following each fashion. Twitter, for example, is popular and
                                            can be great for reaching political or media influencers, but it can
                                            be unsuited to the slow pace of property development. Our
                                            research, on page 12, into how planning officers respond to
                                            engagement tactics shows that online engagement ranks fairly
                                            low in their priorities, presumably because it’s tough to make
                                            material planning arguments in 140 characters.

                                            However, more targeted but less fashionable tools, such as the
                                            local online discussion forum (see Grant Shapps’ constituency
                                            forum at www.shapps.com/forum for a great example) or a local
                                            blogger, can be much more effective. And with the possible lack
                                            of neighbourhood-level media channels, e-mail can be the real
                                            ‘old faithful’. Like offline communication, this is still about
                                            reaching the target audiences you need to engage, so getting to
like. This turns the planning process on    their inbox in a meaningful way is valuable.
its head – from a process that is done to
people, to a process that is done with      As with all the communications in your engagement strategy,
people.                                     digital must be targeted and integrated with other channels. The
                                            tools are out there for a highly effective dialogue – it’s just a
Trusting individuals, empowering            matter of selection. n
communities and delivering real choice
– these are the opportunities that the
Localism Act and NPPF enable. There                            Benedict McAleenan,
are challenges too: communities will                           Account Manager
take time to get to grips with new                             Benedict is a former Campaigns Manager
                                                               at the Conservative Party and for Grant
powers. The roles of politicians will
                                                               Shapps MP. He is responsible for digital
change – community leaders will need
                                                               media development at Local Dialogue.
to argue for the development they want
to see and not default into opposition.

These are not the final steps in getting
Whitehall out of the Town Hall, or in
devolving real power to communities,
but they are a huge leap in the right
direction. n


                                                                      Localism: Looking Forward                7
A National Balance?
Communities need a common set of criteria to deliver localism and meet
national needs, says CLG Select Committee Chair and Labour MP Clive Betts.




T
           he planning system is there to
           enable sustainable development:                                   Clive Betts MP is the Member of
           to ensure the right development                                   Parliament for Sheffield South East.
           takes place in the right                                          He is the Chairman of the CLG Select
locations. It is there to protect green space                                Committee of the House of
and ensure homes are provided and that                                       Commons.
there are places in the right locations to
work, shop and enjoy leisure time. It has
to take account of local wishes but also
the wider national needs.

It is this latter remit which often causes      local plans will have to be drawn up with
conflict. The Coalition has abolished           some common means of assessing need.
Regional Spatial Strategies, which              Local plans will be important in deciding
determined - on the basis of local councils’    where development should happen, but
information - how many homes were               not a means of simply resisting
needed to be built in each council area.        development and hoping it will go
The CLG Select Committee, which I chair,        elsewhere.
suggested this could leave a planning
vacuum, where Councils’ individual              There are national policies to tackle
housing targets did not meet the national       climate change, which require increased
demand. To avoid this it will be important      green energy production. If, however,
for local authorities to cooporate with         every council decides its citizens don’t
each other.                                     want to look at wind turbines, then our
                                                very challenging climate change targets
Local plans will also be influenced by the      will not be converted from aspiration to
neighbourhood plans, which are part of          realisation.
the Localism Act. The Government needs
to make it clear that Neighbourhood Plans       There has never been a more challenging
are seen in Whitehall as ways to enable         time for our planning system. It is criticised
development, not to veto it. Unless             as an obstacle to growth, and for ignoring
resources are made available, they could        local views, almost in the same breath.
just become the preserve of communities         Local plans are the building block based
where residents have the expertise, time        on thorough public consultation. They also
and finance to produce them.                    require consistency of needs assessment
                                                between plans to ensure we meet the
If the potential conflict between national      national targets which have widespread
need and local wishes is to be overcome,        support. n


8 Localism: Looking Forward
Your new duties to consult
The Localism Act isn’t the first piece of legislation                   3) You need to show that it wasn’t all lip service. Your
requiring consultation. It’s the most recent in a growing               submitted designs should reflect the submitted feedback
canon of legislation and best practice that includes the                from the pre-application stage. Put simply, stakeholders
Killian Pretty Review and Labour’s Planning Act – both in               need to be part of the design process. Design
2008. Whatever happens to the Coalition partners at                     workshops are nothing new though – architects would
the next election, developers should bet that this                      do well to skill-up on collaborative design techniques,
legislative commitment to localism is here to stay.                     although many know their stuff in this area already. n

They should therefore recognise that these duties,
introduced in the Localism Act, are here for the long                                                         Scott Royal,
term:                                                                                                         Partner
                                                                                                              Scott leads high-profile
1) You’re obliged to hold a pre-application consultation                                                      engagement programmes for
on larger planning applications. It’s not a case of just                                                      Local Dialogue and was
presenting your application to the crowds. ‘Insufficient                                                      previously Head of Public Affairs
consultation’ could be grounds for a legal appeal.                                                            at the Arts Council and Comms
                                                                                                              Manager at the Department of
2) You need to produce documentation from your                                                                Work and Pensions.
consultation as part of your application. A ‘Statement of
Consultation’ report is essential. On the plus side, our
research has shown that officers have an incredible
amount of power when presenting the feedback. If your
pre-application consultation shows overwhelming
support, it could help to balance a recommendation for
refusal.




                                                                                                        30
Is consultation necessary?
                                                                                  Number of responses




                                                                                                        25


Local Dialogue          t How important, with five being                                                20
asked senior officers
                        'essential' and one being 'not
at local planning                                                                                       15
authorities to          important at all', do you consider pre-
determine priorities    application consultation?                                                       10
at a local level.
                                                                                                        5
                                               35
The results show a
resounding                                                                                               0
                                               30                                                              5    4    3     2    1
commitment to pre-
                         Number of responses




application
                                                                                s How influential are the results of
                                               25
consultation and a
conviction that it                             20
has a real impact at
                                                                                pre-application consultation at the
determination                                  15                               determination stage?
stage.
                                               10                               1. Not important
                                                                                2. Not very important
                                               5                                3. Quite important
                                                                                4. Very important
                                                0   5   4   3   2   1           5. Vital




                                                                                                             Localism: Looking Forward
                                                                                                                  5
                                                                                                                                                  9
Unseen Consequences
    The complexity and number of simultaneous planning reforms will mean
    unforeseen consequences, with advantages for those with foresight,
    says Savills Head of Planning, Roger Hepher.




                  W
                                e are in the midst of an         Unfortunately, it may all take some time.
                                interesting period in the        Planning is never black or white, even
                                history of the planning          when condensed down into a few pages,
                                system. When leading             so the new ground rules will need to be
                 lawyers and planning consultants met for        tested. This is not desirable when the need
                 a learned conference recently, the sense        for economic growth is urgent.
                 was one of uncertainty about the outcome
                 of the Government's reform programme.           So many aspects of the system changing
                                                                 at the same time undoubtedly leads to
                 The Localism agenda is complex:                 unintended consequences. We are already
                 neighbourhood plans, NPPF, presumption          seeing some: moves to establish Parish
                 in favour of sustainable development, New       Councils to thwart business-led
                 Homes Bonus, business rates retention,          neighbourhood plans; complaints of
                 Local Economic Partnerships.                    Councils cross-subsidising certain
                                                                 developers by setting low or zero
                 The Government's objective in localising        Comunity Infrastructure Levies (CILs) to
                 power is clear. It is equally clear that it     encourage development in regeneration
                 wishes to encourage development, and to         areas.
                 make the planning system an engine of
                 growth. Only time will tell whether this        Those who can anticipate these
                 objective can be reconciled.                    consequences - and find ways to turn
                                                                 them to their advantage - may prove to be
                 The optimistic view is that many                some of the greatest winners. n
                 communities will recognise the economic
                 benefits of development - enabling the          Roger Hepher is Head of Planning and
                 bypass to be built or providing funds to        Regeneration at Savills.
                 retain the leisure centre - and will want to
                 facilitate it. The sceptical view is that the
                 Daily Telegraph-fuelled resistance to
                 development runs so deep in Britain that
                 most will regard it as a price not worth
                 paying.




10 Localism: Looking Forward
A Rural Role
Many mechanisms introduced by the localism reforms are drawn
from rural planning, writes Fiona Howie of the Campaign to Protect
Rural England.




P
          rotecting the distinctiveness of      meaningful and applicants are willing to
          their local area continues to be an   make amendments to proposals.
          important issue for many rural
          communities across the country.       Neighbourhood planning could also be a
The Cotswolds is a classic example, where       key tool as communities may decide to
the stone features act as a common thread       include policies about the design of new
throughout historic towns and villages,         buildings in their areas. It builds on the
linking them to surrounding landscapes.         idea of Parish Plans, but if a
                                                neighbourhood plan receives sufficient
Parish Plans and Village Design Statements      support from the community it will carry
have been used in many rural areas to           more weight when local planning
enable communities to influence                 applications are being determined, which
developments. While the experience of           is the key difference.
community collaboration may have been
positive, the impact of these documents         Neighbourhood planning will not,
has been variable.                              however, give local communities a free
                                                rein. It will not enable people to veto
The Government promoted reforms to              development, for example, and policies
allow people more control over the future       must have regard to national planning
of their areas, but they have also stated       policy. CPRE raised concerns about
they want to see more houses built. They        wording in the draft NPPF regarding the
have argued that by involving people in         definition of ‘acceptable returns’ for
local decision-making, it will improve          developers. That economic emphasis is still
quality, timescale and local support.           there in the final version and it is
                                                important that unbridled construction is
The Localism Act requires applicants to         not perceived as synonymous with
have regard to views expressed through          economic growth – CPRE’s own research
the pre-application consultation process –      shows that is not the case. n
another opportunity to voice local
preferences. However, these requirements
will only effect change if local authorities    Fiona Howie is Head of Planning at the
ensure pre-application consultation is          Campaign to Protect Rural England.




                                                                            Localism: Looking Forward   11
Jeremy Fieldsend is a founding Partner of
                                                Local Dialogue and heads its Leeds office.




Seeking Consent:
Your Strategy
What makes a good engagement strategy? Our research, introduced by
Jeremy Fieldsend, gives an exclusive insight into planning officers’ priorities.




 T
             here's a new phrase entering the     material consideration in refusing an
             planning lexicon: clap-o-meter       application. Surely then, local
             planning.                            authorities must make similar efforts to
             It's not supposed to happen,         evaluate how the community as a
 local authorities will deny than it happens      whole feels. How will 10 individual letters
 (in their planning committee) and we've all      be weighed against a 100 name
 seen it happen. Members,                         petition for example? Should we hold a
 encouraged by a cheering/jeering public          public meeting for 300 people or
 gallery, base their decision less                would ten meetings for 30 people be
 on policy and more on giving the public          considered more valuable?
 what the public wants in the name
 of 'democracy and Localism'. (And that's a       Local Dialogue has undertaken exclusive
 quote form a chair of planning.)                 research across 326 local authories in
 But if Localism is about empowering              England to better understand how officers
 communities in local decision making,            view consultation and what they consider to
 surely this means the whole community and        be ‘sufficient’.
 not just the shouty parts.
                                                  The following pages give an overview of the
 When we consult as part of the planning          results from this survey and demonstrates
 process we are, quite rightly,                   that a real added valued is achieved when
 obliged to consult with everyone and if we       consultation is carried out effectively.
 don't, this can be considered a

12 Localism: Looking Forward
Planning your strategy - what works best?
The Government’s changes to the                 grows among councillors that the Localism
planning system have created uncertainty.       Act gives them greater powers. As one
However, what is certain is a greater need      officer said:




                                                “
to consult and to consult well. Here, we
draw on our experience and research into
English Local Planning Authorities (LPAs) to
bring you a guide to delivering an effective
                                                    Increasingly the localism message is “
                                                  giving councillors the feeling that they
                                                  should decide - technical planning
approval strategy.                                arguments have less weight.

The Government leaves developers little         It’s therefore key to complete due
wriggle room. Forward-looking developers        diligence and understand how an
can bolster the chances of consent by           authority works. Is it the officers, media,
weaving proper consultation into an             local councillors or vocal campaigning
effective strategy towards approval.            groups that hold sway? In most areas, it’s
                                                a mix, but knowing who are the ‘go-to-
Do your homework                                guys’, seeing them at the right point and
The clearest message is that each council       involving the right stakeholders can be key
does things differently. They have different    to a scheme’s success or failure.
internal procedures, experience different
levels and types of activism and crucially
there is a very different interplay between      Tools of engagement
officers and councillors.                        We asked senior planning officers to rank standard
                                                 pre-application consultation methods out of five, with
                                                 five being the most important. The results of this
Our experience also bears this out. We’ve        produced four clear tiers.
worked in places where locals have
welcomed new pylons as extra nesting             Tier One – Face-to-face events
sites for falcons and another where a well-      1) Public exhibitions                           4.2
managed private school was perceived as          2) Meetings with local groups                   4.0
the bane of residents’ lives.
                                                 Tier Two – Involving councillors
Understanding how feedback is fed                3) Letters to councillors                       3.6
through is vital. 66% of LPAs record             4) Meetings with councillors                    3.5
whether feedback they receive is positive
                                                 Tier Three – Untargeted communications
or negative, but in one fifth of authorities,
members rely purely on officer summaries.        5) Leaflets to local residents                  3.5
Knowing how the LPA treats consultation          6) Leaflets to local businesses                 3.2
responses and how they are reported to           7) Project websites                             3.1
committee is crucial to help smooth the          8) Posters on and around the proposed site      2.9
path of an application.
                                                 Tier Four – Least preferred
Sound political understanding is also            9) Social media engagement                      2.2
important. 29% of senior officers say it is      10) Door-to-door canvassing                     2.0
common for planning committees to
divide along party lines. Indeed,                Be careful though! These tiers help you to plan your
                                                 consultation, but we’d advise against discounting any
understanding the political situation is         outright – adapt your strategy around your project.
more important than ever, as a belief


                                                                                     Localism: Looking Forward   13
How to get an               200                                                  5
                  impact                                                                           4

                                                                                                   3
                  It's important to make
                                              150                                                  2
                  sure that supportive
                  stakeholders are heard.                                                          1
                  But how does a
                  petition weigh against
                  a letter, or a media
                                              100
                  campaign against
                  social media?

                  We asked the planning
                                                50
                  officers which methods
                  of feedback, aside
                  from formal
                  submissions to the             0
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                 Have an approval strategy                       only inform and drive people towards your
                 One of a developer’s key hurdles is             public events, but also provide an excellent
                 achieving planning consent. The                 opportunity for identifying supporters. A
                 Government has ensured that this will be        project website can also be a low
                 dependent on proper engagement, so              maintenance way of keeping stakeholders
                 make this part of a consent strategy.           informed and supporters up-to-date.
                                                                 Especially if you’re in it for the long haul, a
                 Presenting your proposals to decision           high quality website will pay off.
                 makers and engaging with stakeholders
                 are two sides of the same coin. Therefore       Although our research showed that few
                 you need to have a strategic approach to        councils see social media and similar
                 tie it all together.                            technology as crucial, several see it as very
                                                                 important. The chances are, a digitally-
                 80% of senior planning officers view face-      savvy LPA like Brighton and Hove will
                 to-face dialogue with local people as ‘vital’   expect you to have a social media
                 or ‘very important’ to the consultation.        presence. At the very least, local press and
                 These can be woven into your project            those online will appreciate it. In 2011, a
                 timeline: use an early workshop to              local news site tweeted to our client:
                 discover local priorities, hold a design        “Makes a refreshing change to see social
                 workshop with a residents’ association          media used for consultation” leading to a
                 midway and present your plans at a public       number of positive stories.
                 exhibition. Help stakeholders to feel they
                 ‘own’ the project so they’ll want to push it    Preferred responses – who has the ear
                 through to completion.                          of the planning officers?

                 Written communications with the wider           98% of senior officers feel it’s more likely
                 community are also important. They not          for people to object than support


14 Localism: Looking Forward
development proposals, however all of          council’s formal consultation.
those surveyed said that an objection is
weighted the same as a representation in       And yet we all know that councillors are
favour. Don’t rely on planning officers        far more interested in popular opinion
dismissing objectors as ‘NIMBYs’ but help      than many would admit. Although it
your supporters to make representations.       should not have an influence, a room full
                                               of opponents or supporters can make or
Your research and engagement have              break an application. This is particularly
helped you identify your supporters. Now       true close to elections, when 50% of
it’s time to use them. Endorsement from        officers state it is less likely for members to
local people puts you in a very positive       approve plans in the run up to an election,
light. So, you need to know how to             often opting for deferral. Says one officer:
mobilise them.                                 “For some [councillors] it’s a struggle to
                                               accept that some issues are non-material.”
Senior planning officers stress that
although numbers are important, the            Planning is politics
quality of stakeholders’ arguments are
crucial in the sway they hold. Encouraging     A consultation is required not just by law
supporters to write to the council on          but by planning officers and politicians.
relevant planning matters during statutory     You can use a consultation to show them
consultation is a vital foundation of          that you’re with the community and your
support.                                       project is a community product.
                                               Consultation isn’t just a hoop to jump
Don’t let the insistence on ‘high-quality      through – it’s a key piece of due diligence
planning argument’ deter a good high-          and a way to achieve a development’s
profile campaign, though. In 80% of LPAs,      goals.
officers admit to presenting non-planning-
related feedback to committees. As one         As one senior planning officer stated:




                                               “
officer states: “We log petitions and if
councillors use this as a weighting when           Consultation has led to some
making decisions, that is a matter for
them.”

By tapping into existing support among
                                                                       “
                                                 schemes getting support from
                                                 people who previously objected and
                                                 in many cases developers agree to
                                                 small things that make a big
the community it’s possible to push your         difference to locals.     n
project over the line.

Pitch your arguments at the right level

Different groups need different types of
engagement. Planning officers have a            For more information about this
strong preference for cogent                    research or Local Dialogue’s, please
representations, as one senior officer says:    contact:
“We tend to give weight [to feedback]
based on the content’s quality rather than      Ian Doak
how many people say something.”                 t 020 7357 6606
Encourage planning interest groups or           e ian.doak@localdialogue.com
well-informed individuals to respond to a



                                                                             Localism: Looking Forward   15
Your project
delivered
What we do
There is no substitute for effective community engagement. We work on the
ground, on behalf of our clients, developing relationships, communicating the
right messages, promoting understanding and managing risks.

Localism has been our guiding principle from the start – it is not a new concept to
us. Our detailed understanding of the development process, the planning system
and the motivations of local communities and local authorities ensures we can
help smooth the process from start to finish.

Our approach is always bespoke. We recognise that each project is unique and
has its own complexities and issues, requiring a different strategy to deliver a
positive outcome.




London                                  Leeds
Mark Brown                              Jeremy Fieldsend
Local Dialogue                          Local Dialogue
136-148 Tooley Street                   Goodbard House, Infirmary Street
London SE1 2TU                          Leeds LS1 2JP

t 020 7357 6606                         t 0113 246 9243
e london@localdialogue.com              e leeds@localdialogue.com




                   www.localdialogue.com

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Localism reforms empower communities

  • 1. Localism: Looking Forward Featuring exclusive insights from... Clive Betts MP John Roger Chairman of the CLG Select Howell MP Hepher Committee PPS to Cities, Head of Decentralisation Planning and Stephen Gilbert MP CLG Select Committee Member and Planning Regeneration Minister at Savills Fiona Howie CPRE’s Head of Planning
  • 2. Contents Localism: Looking Forward Mark Brown, a member of the Government’s Planning Sounding Board, outlines the political motives behind Localism. The Local Way Forward John Howell MP, PPS to Cities, Decentralisation and Planning Minister Greg Clark, explains the key measures in a year of planning reform. A Leap in the Right Direction CLG Select Committee member Stephen Gilberrt MP argues that localism enjoys unusual cross-party support. A National Balance? Clive Betts MP, Chairman of the CLG Select Committee, questions the national-local balance shown in localist reforms. Unseen Consequences So many simultaneous reforms could lead to unseen consequences and advantages for those with enough foresight, says Savills’ Roger Hepher. A Rural Role With Coalition reforms reflecting many existing countryside planning techniques, CPRE’s Fiona Howie explains the lessons to be learned. The Planning Authority View How can developers make the most of consultation and achieve consents through engagement? First-hand advice from Planning Authorities. 2 Localism: Looking Forward
  • 3. Mark Brown is a founding partner of Local Dialogue and a member of the Government’s Planning Sounding Board. Localism: Looking Forward I n a process that many trace back to an important distinction: that NIMBYs the 1980s and attribute to attack when they have no other option. Governments of both parties, The politics of the petition, says the centralisation has been a pattern of Coalition, is created by a planning system modern British politics. that provides minimal recourse to influence decisions. The answer, they say, is to The images of a Blairite ‘sofa government’ provide an alternative – a valve that and Brownite ‘Stalinism’ were so strong, in prevents the build up of pressure through fact, that opposition parties formed early collaboration. governing philosophies in deliberate contrast to them. David Cameron and Nick Our clients, presented with sweeping Clegg would perhaps place ‘localism’ as changes across the planning system in the the clearest overlap on their Venn diagram form of the Localism Act and the National of government. Planning Policy Framework, need to know how their interests will fare. It is far more For this reason, it should be unsurprising rosy than many had feared and here we to see the Coalition adopt with huge publish an exploration of the energy the remit of localisation in public implementation of these new measures. services. Some name it a ‘supply-side revolution’ or the creation of a ‘Big The following pages present the views of Society,’ affecting everything from schools, policy influencers from politics and to benefits, to the NHS. Others label it industry, who give their perspective of the ‘privatisation by stealth’ or ‘cuts under new Framework. We also present new cover’. In the planning sector, at a time research that looks at the views of when the economy desperately needs planning officers and Local Planning construction, there are many who would Authorities (LPAs), demonstrating how simply call it a huge, risky experiment. they view consultation in influencing planning decisions. n But the Coalition has surprised many in our industry. It has not come out with the NIMBY’s charter. Instead, it has identified Localism: Looking Forward 3
  • 4. The Local Way Forward 2012 will be the year Government reforms in planning will be felt right across the country, says Open Source Planning co-author and Conservative MP, John Howell. “R ather than have one planning structure determined centrally… we want to create a planning system where there is a basic national framework of planning priorities and policies, within which local people and their accountable local governments can produce their own distinctive local policies…” – Open Source Planning, 2010 In Open Source Planning we set out three key tenets to achieve John Howell is the Member of Parliament the balance of national framework with local plans. These were: for Henley and is the Parliamentary Private Secretary to Greg Clark MP, Minister for • Restore democratic and local control; Decentralisation and Localism. He co- • Rebalance in favour of sustainable development; authored the Conservative Party’s • Produce a simpler, quicker, cheaper and less bureaucratic planning green paper, Open Source planning system. Planning. Now the Localism Act and NPPF are public with the above tenets reflected in law, let me look at the tools we are using to deliver them. Neighbourhood Plans are a key component of restoring local control over planning. In my constituency, I’ve had the chance to see frontrunner plans coming together. The feedback was encouraging. As we predicted in Open Source Planning, local people rise to this challenge with confidence and responsibility. But it is not only local communities who have seen the way forward. I’ve also been impressed by developers who recognise that delivering a project ‘by appeal’ will need to be replaced by real collaboration with communities. They have recognised that for them, the emphasis will shift from the application to the plan. 4 Localism: Looking Forward
  • 5. I am sure that in 2012 we will see more of this. How to identify your Under the previous system, there was no way for local communities to share project’s stakeholders in the benefits of development. This point is particularly important. Lessons Identifying 'stakeholders' is a major part of any project. But for from a study conducted by Local successful engagement, you need to understand the community's Dialogue into international examples of dynamics. Neighbourhood Planning clearly showed the importance not only of Malcolm Gladwell’s book The Tipping Point is excellent at describing key stakeholders. Gladwell identifies three key groups participation in planning but of sharing to describe the people who often spread key messages across a the benefits of so doing. This is community. precisely what we have enabled through the Community Infrastructure ‘Connectors’ have extensive personal networks that they use to Levy (CIL), giving communities a share communicate with a lot of people. It could be a hairdresser, in a developer’s contributions. chatting to local people all day, or the business leaders that run the local Chamber of Commerce. Our research identifies these The New Homes Bonus is a mechanism key people and presents information in easily sharable ways for by which the Government will match, them to propagate. pound-for-pound, for six years the ‘Salesmen,’ who have a talent for persuasion, are the next crucial council tax income of new homes. group. Local Dialogue has become adept at identifying these Already there are mature conversations ‘community champions’ – local people who support a project and between neighbourhoods and planning want to make it happen. Then it is about giving them the right authorities about how some of this tools to bring about success on their own steam. might provide deliverability for the content of neighbourhood plans. Finally, ‘mavens,’ a word Gladwell takes from the Hebrew for ‘one who understands’. Put simply, these are people with an expert Many councils recognise that they do passion for a particular subject. A great example is the Waterloo themselves and their residents no Community Development Group in London – a largely volunteer favours by having no local plan in group with a detailed interest in local development projects. Groups of this type are often key because they know what they place. The importance of councils are talking about and are respected by councillors. moving ahead with these is paramount. Nothing in the Government’s reforms These three types of stakeholders can make or break your project, undermines the primacy of the local so researching, identifying and knowing how to connect with plan in determining planning them is absolutely essential. n applications. Moving ahead to complete Local Plans will, I am sure, continue to become an increasing Jessica Stewart, priority for local councils in 2012. Partner Jessica has nearly 15 years’ experience in Good progress has been made in good stakeholder and community relations and time: the Localism Bill is now an Act is an expert in leading projects for both and coming into force already; the private and public sector clients. NPPF has been received well. 2012 is the year of the reforms we set out in Open Source Planning. n Localism: Looking Forward 5
  • 6. Stephen Gilbert is the Member of Parliament for St Austell and Newquay. He is also a member of the CLG Select Committee and Chairman of the All-Party Parliamentary Group on Housing. A Leap in the Right Direction Localism is the result of political consensus, leading to a wide devolution of power, says Liberal Democrat MP Stephen Gilbert. I t’s the double devolution that David Over 13 years from 1997 we have seen Miliband has spoken and written that increasing centralisation does not about. It will enable David work. We know that centralised systems Cameron’s “Big society,” and it is a cannot display initiative because they are huge step towards the community-based too big to fail and so cannot experiment politics that Liberal Democrats have long or differ. Dispersing power throughout argued for. the country will see a plethora of different approaches to service delivery, reflecting The localism agenda frees councils, the particular needs of communities, and enables councillors and empowers local that will be healthy for the communities communities. For the first time, councils concerned and for the country as a whole. get the power of general competence: the ability to act in any area to benefit their Instead of local people being told what to communities. They get extra financial do, local communities will have freedoms and the housing revenue opportunities to influence the future of account, long hated, is being reformed. the places where they live. Neighbourhood Councillors will get increased rights, and planning will let communities come the end of the ridiculous together through parish councils or ‘predetermination’ ban on having an neighbourhood forums and say where opinion on local issues before going into a they think houses, businesses and shops meeting to talk about it. should go – and what they should look 6 Localism: Looking Forward
  • 7. A digital consultation? Good engagement is about getting on the ground to meet stakeholders in their own communities. Traditionally, that meant the physical locations where communities meet to exchange information. But increasingly such exchanges happen in online communities. Online media has played a huge role in creating the transparent, non-hierarchical drive behind localism, so they should also play a huge role in its implementation. Selecting the right tools to engage should be strategic and not just following each fashion. Twitter, for example, is popular and can be great for reaching political or media influencers, but it can be unsuited to the slow pace of property development. Our research, on page 12, into how planning officers respond to engagement tactics shows that online engagement ranks fairly low in their priorities, presumably because it’s tough to make material planning arguments in 140 characters. However, more targeted but less fashionable tools, such as the local online discussion forum (see Grant Shapps’ constituency forum at www.shapps.com/forum for a great example) or a local blogger, can be much more effective. And with the possible lack of neighbourhood-level media channels, e-mail can be the real ‘old faithful’. Like offline communication, this is still about reaching the target audiences you need to engage, so getting to like. This turns the planning process on their inbox in a meaningful way is valuable. its head – from a process that is done to people, to a process that is done with As with all the communications in your engagement strategy, people. digital must be targeted and integrated with other channels. The tools are out there for a highly effective dialogue – it’s just a Trusting individuals, empowering matter of selection. n communities and delivering real choice – these are the opportunities that the Localism Act and NPPF enable. There Benedict McAleenan, are challenges too: communities will Account Manager take time to get to grips with new Benedict is a former Campaigns Manager at the Conservative Party and for Grant powers. The roles of politicians will Shapps MP. He is responsible for digital change – community leaders will need media development at Local Dialogue. to argue for the development they want to see and not default into opposition. These are not the final steps in getting Whitehall out of the Town Hall, or in devolving real power to communities, but they are a huge leap in the right direction. n Localism: Looking Forward 7
  • 8. A National Balance? Communities need a common set of criteria to deliver localism and meet national needs, says CLG Select Committee Chair and Labour MP Clive Betts. T he planning system is there to enable sustainable development: Clive Betts MP is the Member of to ensure the right development Parliament for Sheffield South East. takes place in the right He is the Chairman of the CLG Select locations. It is there to protect green space Committee of the House of and ensure homes are provided and that Commons. there are places in the right locations to work, shop and enjoy leisure time. It has to take account of local wishes but also the wider national needs. It is this latter remit which often causes local plans will have to be drawn up with conflict. The Coalition has abolished some common means of assessing need. Regional Spatial Strategies, which Local plans will be important in deciding determined - on the basis of local councils’ where development should happen, but information - how many homes were not a means of simply resisting needed to be built in each council area. development and hoping it will go The CLG Select Committee, which I chair, elsewhere. suggested this could leave a planning vacuum, where Councils’ individual There are national policies to tackle housing targets did not meet the national climate change, which require increased demand. To avoid this it will be important green energy production. If, however, for local authorities to cooporate with every council decides its citizens don’t each other. want to look at wind turbines, then our very challenging climate change targets Local plans will also be influenced by the will not be converted from aspiration to neighbourhood plans, which are part of realisation. the Localism Act. The Government needs to make it clear that Neighbourhood Plans There has never been a more challenging are seen in Whitehall as ways to enable time for our planning system. It is criticised development, not to veto it. Unless as an obstacle to growth, and for ignoring resources are made available, they could local views, almost in the same breath. just become the preserve of communities Local plans are the building block based where residents have the expertise, time on thorough public consultation. They also and finance to produce them. require consistency of needs assessment between plans to ensure we meet the If the potential conflict between national national targets which have widespread need and local wishes is to be overcome, support. n 8 Localism: Looking Forward
  • 9. Your new duties to consult The Localism Act isn’t the first piece of legislation 3) You need to show that it wasn’t all lip service. Your requiring consultation. It’s the most recent in a growing submitted designs should reflect the submitted feedback canon of legislation and best practice that includes the from the pre-application stage. Put simply, stakeholders Killian Pretty Review and Labour’s Planning Act – both in need to be part of the design process. Design 2008. Whatever happens to the Coalition partners at workshops are nothing new though – architects would the next election, developers should bet that this do well to skill-up on collaborative design techniques, legislative commitment to localism is here to stay. although many know their stuff in this area already. n They should therefore recognise that these duties, introduced in the Localism Act, are here for the long Scott Royal, term: Partner Scott leads high-profile 1) You’re obliged to hold a pre-application consultation engagement programmes for on larger planning applications. It’s not a case of just Local Dialogue and was presenting your application to the crowds. ‘Insufficient previously Head of Public Affairs consultation’ could be grounds for a legal appeal. at the Arts Council and Comms Manager at the Department of 2) You need to produce documentation from your Work and Pensions. consultation as part of your application. A ‘Statement of Consultation’ report is essential. On the plus side, our research has shown that officers have an incredible amount of power when presenting the feedback. If your pre-application consultation shows overwhelming support, it could help to balance a recommendation for refusal. 30 Is consultation necessary? Number of responses 25 Local Dialogue t How important, with five being 20 asked senior officers 'essential' and one being 'not at local planning 15 authorities to important at all', do you consider pre- determine priorities application consultation? 10 at a local level. 5 35 The results show a resounding 0 30 5 4 3 2 1 commitment to pre- Number of responses application s How influential are the results of 25 consultation and a conviction that it 20 has a real impact at pre-application consultation at the determination 15 determination stage? stage. 10 1. Not important 2. Not very important 5 3. Quite important 4. Very important 0 5 4 3 2 1 5. Vital Localism: Looking Forward 5 9
  • 10. Unseen Consequences The complexity and number of simultaneous planning reforms will mean unforeseen consequences, with advantages for those with foresight, says Savills Head of Planning, Roger Hepher. W e are in the midst of an Unfortunately, it may all take some time. interesting period in the Planning is never black or white, even history of the planning when condensed down into a few pages, system. When leading so the new ground rules will need to be lawyers and planning consultants met for tested. This is not desirable when the need a learned conference recently, the sense for economic growth is urgent. was one of uncertainty about the outcome of the Government's reform programme. So many aspects of the system changing at the same time undoubtedly leads to The Localism agenda is complex: unintended consequences. We are already neighbourhood plans, NPPF, presumption seeing some: moves to establish Parish in favour of sustainable development, New Councils to thwart business-led Homes Bonus, business rates retention, neighbourhood plans; complaints of Local Economic Partnerships. Councils cross-subsidising certain developers by setting low or zero The Government's objective in localising Comunity Infrastructure Levies (CILs) to power is clear. It is equally clear that it encourage development in regeneration wishes to encourage development, and to areas. make the planning system an engine of growth. Only time will tell whether this Those who can anticipate these objective can be reconciled. consequences - and find ways to turn them to their advantage - may prove to be The optimistic view is that many some of the greatest winners. n communities will recognise the economic benefits of development - enabling the Roger Hepher is Head of Planning and bypass to be built or providing funds to Regeneration at Savills. retain the leisure centre - and will want to facilitate it. The sceptical view is that the Daily Telegraph-fuelled resistance to development runs so deep in Britain that most will regard it as a price not worth paying. 10 Localism: Looking Forward
  • 11. A Rural Role Many mechanisms introduced by the localism reforms are drawn from rural planning, writes Fiona Howie of the Campaign to Protect Rural England. P rotecting the distinctiveness of meaningful and applicants are willing to their local area continues to be an make amendments to proposals. important issue for many rural communities across the country. Neighbourhood planning could also be a The Cotswolds is a classic example, where key tool as communities may decide to the stone features act as a common thread include policies about the design of new throughout historic towns and villages, buildings in their areas. It builds on the linking them to surrounding landscapes. idea of Parish Plans, but if a neighbourhood plan receives sufficient Parish Plans and Village Design Statements support from the community it will carry have been used in many rural areas to more weight when local planning enable communities to influence applications are being determined, which developments. While the experience of is the key difference. community collaboration may have been positive, the impact of these documents Neighbourhood planning will not, has been variable. however, give local communities a free rein. It will not enable people to veto The Government promoted reforms to development, for example, and policies allow people more control over the future must have regard to national planning of their areas, but they have also stated policy. CPRE raised concerns about they want to see more houses built. They wording in the draft NPPF regarding the have argued that by involving people in definition of ‘acceptable returns’ for local decision-making, it will improve developers. That economic emphasis is still quality, timescale and local support. there in the final version and it is important that unbridled construction is The Localism Act requires applicants to not perceived as synonymous with have regard to views expressed through economic growth – CPRE’s own research the pre-application consultation process – shows that is not the case. n another opportunity to voice local preferences. However, these requirements will only effect change if local authorities Fiona Howie is Head of Planning at the ensure pre-application consultation is Campaign to Protect Rural England. Localism: Looking Forward 11
  • 12. Jeremy Fieldsend is a founding Partner of Local Dialogue and heads its Leeds office. Seeking Consent: Your Strategy What makes a good engagement strategy? Our research, introduced by Jeremy Fieldsend, gives an exclusive insight into planning officers’ priorities. T here's a new phrase entering the material consideration in refusing an planning lexicon: clap-o-meter application. Surely then, local planning. authorities must make similar efforts to It's not supposed to happen, evaluate how the community as a local authorities will deny than it happens whole feels. How will 10 individual letters (in their planning committee) and we've all be weighed against a 100 name seen it happen. Members, petition for example? Should we hold a encouraged by a cheering/jeering public public meeting for 300 people or gallery, base their decision less would ten meetings for 30 people be on policy and more on giving the public considered more valuable? what the public wants in the name of 'democracy and Localism'. (And that's a Local Dialogue has undertaken exclusive quote form a chair of planning.) research across 326 local authories in But if Localism is about empowering England to better understand how officers communities in local decision making, view consultation and what they consider to surely this means the whole community and be ‘sufficient’. not just the shouty parts. The following pages give an overview of the When we consult as part of the planning results from this survey and demonstrates process we are, quite rightly, that a real added valued is achieved when obliged to consult with everyone and if we consultation is carried out effectively. don't, this can be considered a 12 Localism: Looking Forward
  • 13. Planning your strategy - what works best? The Government’s changes to the grows among councillors that the Localism planning system have created uncertainty. Act gives them greater powers. As one However, what is certain is a greater need officer said: “ to consult and to consult well. Here, we draw on our experience and research into English Local Planning Authorities (LPAs) to bring you a guide to delivering an effective Increasingly the localism message is “ giving councillors the feeling that they should decide - technical planning approval strategy. arguments have less weight. The Government leaves developers little It’s therefore key to complete due wriggle room. Forward-looking developers diligence and understand how an can bolster the chances of consent by authority works. Is it the officers, media, weaving proper consultation into an local councillors or vocal campaigning effective strategy towards approval. groups that hold sway? In most areas, it’s a mix, but knowing who are the ‘go-to- Do your homework guys’, seeing them at the right point and The clearest message is that each council involving the right stakeholders can be key does things differently. They have different to a scheme’s success or failure. internal procedures, experience different levels and types of activism and crucially there is a very different interplay between Tools of engagement officers and councillors. We asked senior planning officers to rank standard pre-application consultation methods out of five, with five being the most important. The results of this Our experience also bears this out. We’ve produced four clear tiers. worked in places where locals have welcomed new pylons as extra nesting Tier One – Face-to-face events sites for falcons and another where a well- 1) Public exhibitions 4.2 managed private school was perceived as 2) Meetings with local groups 4.0 the bane of residents’ lives. Tier Two – Involving councillors Understanding how feedback is fed 3) Letters to councillors 3.6 through is vital. 66% of LPAs record 4) Meetings with councillors 3.5 whether feedback they receive is positive Tier Three – Untargeted communications or negative, but in one fifth of authorities, members rely purely on officer summaries. 5) Leaflets to local residents 3.5 Knowing how the LPA treats consultation 6) Leaflets to local businesses 3.2 responses and how they are reported to 7) Project websites 3.1 committee is crucial to help smooth the 8) Posters on and around the proposed site 2.9 path of an application. Tier Four – Least preferred Sound political understanding is also 9) Social media engagement 2.2 important. 29% of senior officers say it is 10) Door-to-door canvassing 2.0 common for planning committees to divide along party lines. Indeed, Be careful though! These tiers help you to plan your consultation, but we’d advise against discounting any understanding the political situation is outright – adapt your strategy around your project. more important than ever, as a belief Localism: Looking Forward 13
  • 14. How to get an 200 5 impact 4 3 It's important to make 150 2 sure that supportive stakeholders are heard. 1 But how does a petition weigh against a letter, or a media 100 campaign against social media? We asked the planning 50 officers which methods of feedback, aside from formal submissions to the 0 s ls as s ns n ia ia er re council's statutory ig ai ed ed io rm tt ai pa Em tit consultation, were M m Le nn fo m Pe al in seen to have most o- io ca ci Pr st ts weight. So ia ue en ed Q m lm m Co ca Lo Have an approval strategy only inform and drive people towards your One of a developer’s key hurdles is public events, but also provide an excellent achieving planning consent. The opportunity for identifying supporters. A Government has ensured that this will be project website can also be a low dependent on proper engagement, so maintenance way of keeping stakeholders make this part of a consent strategy. informed and supporters up-to-date. Especially if you’re in it for the long haul, a Presenting your proposals to decision high quality website will pay off. makers and engaging with stakeholders are two sides of the same coin. Therefore Although our research showed that few you need to have a strategic approach to councils see social media and similar tie it all together. technology as crucial, several see it as very important. The chances are, a digitally- 80% of senior planning officers view face- savvy LPA like Brighton and Hove will to-face dialogue with local people as ‘vital’ expect you to have a social media or ‘very important’ to the consultation. presence. At the very least, local press and These can be woven into your project those online will appreciate it. In 2011, a timeline: use an early workshop to local news site tweeted to our client: discover local priorities, hold a design “Makes a refreshing change to see social workshop with a residents’ association media used for consultation” leading to a midway and present your plans at a public number of positive stories. exhibition. Help stakeholders to feel they ‘own’ the project so they’ll want to push it Preferred responses – who has the ear through to completion. of the planning officers? Written communications with the wider 98% of senior officers feel it’s more likely community are also important. They not for people to object than support 14 Localism: Looking Forward
  • 15. development proposals, however all of council’s formal consultation. those surveyed said that an objection is weighted the same as a representation in And yet we all know that councillors are favour. Don’t rely on planning officers far more interested in popular opinion dismissing objectors as ‘NIMBYs’ but help than many would admit. Although it your supporters to make representations. should not have an influence, a room full of opponents or supporters can make or Your research and engagement have break an application. This is particularly helped you identify your supporters. Now true close to elections, when 50% of it’s time to use them. Endorsement from officers state it is less likely for members to local people puts you in a very positive approve plans in the run up to an election, light. So, you need to know how to often opting for deferral. Says one officer: mobilise them. “For some [councillors] it’s a struggle to accept that some issues are non-material.” Senior planning officers stress that although numbers are important, the Planning is politics quality of stakeholders’ arguments are crucial in the sway they hold. Encouraging A consultation is required not just by law supporters to write to the council on but by planning officers and politicians. relevant planning matters during statutory You can use a consultation to show them consultation is a vital foundation of that you’re with the community and your support. project is a community product. Consultation isn’t just a hoop to jump Don’t let the insistence on ‘high-quality through – it’s a key piece of due diligence planning argument’ deter a good high- and a way to achieve a development’s profile campaign, though. In 80% of LPAs, goals. officers admit to presenting non-planning- related feedback to committees. As one As one senior planning officer stated: “ officer states: “We log petitions and if councillors use this as a weighting when Consultation has led to some making decisions, that is a matter for them.” By tapping into existing support among “ schemes getting support from people who previously objected and in many cases developers agree to small things that make a big the community it’s possible to push your difference to locals. n project over the line. Pitch your arguments at the right level Different groups need different types of engagement. Planning officers have a For more information about this strong preference for cogent research or Local Dialogue’s, please representations, as one senior officer says: contact: “We tend to give weight [to feedback] based on the content’s quality rather than Ian Doak how many people say something.” t 020 7357 6606 Encourage planning interest groups or e ian.doak@localdialogue.com well-informed individuals to respond to a Localism: Looking Forward 15
  • 16. Your project delivered What we do There is no substitute for effective community engagement. We work on the ground, on behalf of our clients, developing relationships, communicating the right messages, promoting understanding and managing risks. Localism has been our guiding principle from the start – it is not a new concept to us. Our detailed understanding of the development process, the planning system and the motivations of local communities and local authorities ensures we can help smooth the process from start to finish. Our approach is always bespoke. We recognise that each project is unique and has its own complexities and issues, requiring a different strategy to deliver a positive outcome. London Leeds Mark Brown Jeremy Fieldsend Local Dialogue Local Dialogue 136-148 Tooley Street Goodbard House, Infirmary Street London SE1 2TU Leeds LS1 2JP t 020 7357 6606 t 0113 246 9243 e london@localdialogue.com e leeds@localdialogue.com www.localdialogue.com