What Is Public Consultation and Why Does It Matter for Property Development?
Public consultation is an important part of the property development and planning process. It provides developers with an opportunity to engage with people who may be affected by a proposed development, understand local priorities and concerns, explain the plans and gather feedback before a planning application progresses.
For property developers, landowners and planning teams, effective public consultation can do more than demonstrate that the community has been engaged. It can help identify potential issues at an early stage, improve communication around a proposal and contribute to a more informed development strategy.
Public consultation is particularly important for developments that could have a noticeable impact on a local area. New housing, commercial schemes, mixed-use developments, regeneration projects, employment sites and infrastructure proposals can all generate questions from residents and stakeholders.
A structured consultation process gives the development team an opportunity to address those questions openly and constructively.
What Does Public Consultation Mean?
Public consultation involves seeking views, comments and feedback from people or organisations with an interest in a proposed development.
The people involved will vary depending on the project. They may include:
• Local residents
• Neighbouring communities
• Residents' associations
• Local businesses
• Community organisations
• Local councillors
• Parish councils
• MPs
• Local authorities
• Schools and community facilities
• Environmental organisations
• Other relevant stakeholders
Consultation can take many forms, from public exhibitions and community meetings to consultation websites, online questionnaires, stakeholder briefings and written communications.
The most suitable approach will depend on the nature and scale of the development, the location and the audiences that need to be reached.
Why Is Public Consultation Important for Developers?
Property development can be complex, and communities may have legitimate questions about how a proposal could affect their area.
Concerns might relate to traffic, parking, housing, design, local character, green space, infrastructure, the environment, construction or the availability of local services.
Public consultation provides an opportunity to understand these concerns before they become more difficult to address.
Early engagement can help a development team:
• Identify potential concerns
• Understand local priorities
• Identify important stakeholders
• Explain the purpose of a development
• Communicate potential benefits
• Correct misunderstandings
• Gather constructive feedback
• Consider appropriate changes
• Build relationships with the local community
• Prepare for potential objections
It is important to recognise that consultation does not mean every suggestion can or will be incorporated into a development.
Rather, meaningful consultation gives developers an opportunity to listen, consider feedback and explain how that feedback has influenced the project where appropriate.
Public Consultation and Planning Applications
Public consultation can form part of the wider planning strategy for a development.
There is an important distinction between statutory consultation undertaken through the planning system and proactive engagement carried out by a developer before or alongside a planning application.
Pre-application consultation can provide useful insight into community and stakeholder concerns while there is still an opportunity to consider changes to a proposal.
For larger or more sensitive developments, this can be particularly valuable.
A well-organised consultation programme can also create a record of engagement, including the audiences reached, consultation methods used, feedback received and responses provided.
This information can contribute to the wider evidence base surrounding a planning application.
Developers should always consider the specific requirements of the relevant local planning authority and seek appropriate planning advice alongside their consultation strategy.
What Makes Public Consultation Effective?
Effective consultation is more than simply asking people for their opinions.
A strong process should be:
Early: Engagement should take place at a stage where feedback can still be considered.
Accessible: Information should be presented in a way that different audiences can understand.
Transparent: People should be able to understand what is being proposed and why.
Inclusive: Consultation should provide reasonable opportunities for relevant audiences to participate.
Responsive: Feedback should be reviewed and considered rather than simply collected.
Documented: The consultation process and feedback should be recorded appropriately.
The quality of the engagement can have a significant impact on how a development is perceived.
Public Consultation in the Midlands
For developers undertaking public consultation in the Midlands, understanding the local context is particularly important.
The Midlands includes a diverse range of communities and development environments, from major urban areas and regeneration projects to suburban developments, employment sites and rural locations.
Local concerns can vary considerably between areas.
A public consultation strategy for a development in Birmingham, for example, may need to consider different issues and stakeholder relationships from a proposal elsewhere in the West or East Midlands.
This is why choosing a public consultation company with relevant property and regional experience can be valuable.
Gough Property Communications works with property and development clients on public consultation, community engagement and stakeholder communications.
Our public consultation services can support development teams with consultation strategy, stakeholder mapping, community engagement, consultation events, communications and reporting.
Is Public Consultation Worth Doing?
For developers undertaking public consultation in the Midlands, understanding the local context is particularly important.
The Midlands includes a diverse range of communities and development environments, from major urban areas and regeneration projects to suburban developments, employment sites and rural locations.
Local concerns can vary considerably between areas.
A public consultation strategy for a development in Birmingham, for example, may need to consider different issues and stakeholder relationships from a proposal elsewhere in the West or East Midlands.
This is why choosing a public consultation company with relevant property and regional experience can be valuable.
Gough Property Communications works with property and development clients on public consultation, community engagement and stakeholder communications.
Our public consultation services can support development teams with consultation strategy, stakeholder mapping, community engagement, consultation events, communications and reporting.
What Are the Benefits of Public Consultation?
A well-planned public consultation can provide benefits for both development teams and communities.
Identifying issues early
Engagement can highlight concerns that may not have been fully considered during the initial development process. Identifying these issues earlier can give the project team more time to consider potential solutions.
Building community relationships
Communities are more likely to engage constructively when they feel that their views are being heard and that information is being communicated openly. Good consultation can establish a foundation for ongoing communication throughout the planning and development process.
Improving communication
Development proposals can involve technical information that is difficult for the general public to understand. Public consultation provides an opportunity to present information clearly, explain the reasoning behind proposals and answer questions directly.
Informing the development
Feedback can sometimes identify opportunities to improve elements of a scheme, whether that relates to design, access, landscaping, facilities or other aspects of a proposal.
Managing potential opposition
Consultation cannot eliminate objections, and it should never be presented as a way of guaranteeing support.
However, engaging early and communicating clearly can help developers understand where opposition may arise and prepare appropriate responses.