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Ben Johnson, Associate, KJA delivered the presentation at the 2014 Major Road Projects Conference. The Major Road Projects Conference brings together government officials with those responsible for the planning, financing and construction of Australia’s critical road infrastructure to discuss future plans. It offers a practical assessment of the strategy necessary to ensure Australia’s current and future major roads projects are successful. For more information about the event, please visit: http://www.informa.com.au/roadprojectsconference
Citation preview
Beyond Roads: building better
communities for the future
Ben Johnson
1
What does trust mean and what will it deliver?
Positioning around project outcomes
Other strategies – breaking the nexus of the
noisy voices
Recommendations for the industry
Presentation includes
3
Wheel of engagement
Source: (Australian Government: Department of the
Environment and Heritage, 2005) 4
The problem
A major arterial road is severely congested
The desired outcome
A less congested road
A better functioning community
The project and community engagement question
What is the most sustainable way to reduce congestion
and lessen the impact for our motorists?
A simple example
5
What outcomes should we
expect from first class
community engagement
Outcomes
Trust (internal and external)
Smaller expectations gaps
Project outcomes achieved
Brand positioning enhancement
Improved positioning on CSR and sustainability
Characteristics
Empathy
Leadership
Strategy
Dialogue
Share responsibility
Considered promise
Risks which are proactively managed 6
“Means that projects will operate in accordance with
specific standards with guaranteed reliable outcomes that
are of consistently high standard in terms of what
customers’ value”….Kenny 2006:330)
Delivering first class community
engagement for a better project
7
Positioning around project
outcomes
8
Consistent understanding of definitions of community
engagement
Research and assess community groups interests,
values and their preferred method for participating and
being engaged
Identification of risks, issues and benefits for
engagement early in the planning or initial stage of
projects
Provide multiple methods and opportunities for
participation
Strengthening project perception
weaknesses
9
Policy
Measuring the investment in communities
Clearly scoped engagement process
Transparency
Integrated decision-making
Inclusive
Informative, timely and accurate information
Deliberation
Build relationship and trust
Feedback – customer satisfaction
Innovative community engagement technology and techniques
First class community
consultation and engagement
principles
10
Critical review
Policy
Measure
Trust
• Tone
• Aspirations
• Objectives
• Consultation
• PEST
• Reporting tools
• Strategic partnerships
• GRIs and LBGs
• Standards
• People
• Opportunities
• Inputs connected to outputs
11
Breaking the nexus of noisy
voices
12
Understand how community and stakeholder engagement is
interconnected with other communication initiatives at a broad
level
Agree behaviour expectations
Agree corporate position on tools eg. Social media
Set expectations of project staff around identifying community risk
Provides tools that help to manage risk
Integrate project planning with community and communication
responsibilities, lead times for approvals, hold points etc.
Aligning the community relations
strategy with overall project
objectives
13
Phases of community
engagement
1 • Participatory Planning
2 • Mobilisation
3 • Site Establishment
4 • Construction
5 • Operational
6 • Operational sustainability
7 • Evaluation/lessons Learnt
8 • Handover 14
Critical review
Phase Description
Participatory
Planning
Initial community engagement provides the project and
community a baseline of methods, channels and
approaches are proposed, gathers feedback and allows
the community to let us know how when they wish to
participate. E.g Meetings with Councils
Mobilisation Communication activities detailed including feedback
from the planning phase. It also includes the sequence of
communication activities, who is responsible and when.
E.g Community Involvement Plan
Evaluation
/Lessons
Learnt
Occurs within one month of practical completion that
includes a gap analysis within the communication and
community engagement activities
15
Recommendations
16
No perceived benefit for the public
Internal processes and controls
Community groups set the agenda
Sensational media coverage
Misinformation playing on emotions
Difficulty in providing accurate and timely information
Fragmented messages from road planners and
regulators
Learning from previous
experience
17
Digital Engagement and Participation A community and engagement technique that
encourages children, young people and people with
limited literacy levels and disabilities to participate.
Emerging community
engagement practices
18
Return on Investment / measuring the investment
in communities
A quality reporting tool to measure and report the
investment in communities by businesses and government
is the Global Reporting Initiative (GRI) and the London
Benchmarking Group (LBG). It includes measuring
variables from community benefit through to business
benefits.
Emerging community
engagement practices
19
CSR vs. CSV Source: (Porter and Kramer, 2011: 16)
Corporate Social
Responsibility
Creating Shared
Value - Value: doing good
- Citizenship, philanthropy,
sustainability
- Discretionary or in
response to external
pressure
- Separate from profit
maximisation
- Agenda is determined by
external reporting and
personal preferences
- Impact limited by corporate
footprint and CSR budget
- Value: economic and societal
benefits relative to cost
- Joint company and
community value creation
- Integral to competing
- Integral to profit maximisation
- Agenda is company specific
and internally generated
- Realigns the entire company
budget
20
Sustainability, Ecology and Communities
For community engagement, organisations and
governments start to talk about sustainable outcomes and
objectives.
One of the key elements of a learning for community
sustainability is visioning a sustainable future in what they
want to achieve.
Emerging community
engagement practices
21
22
Social media - who is using it
SP Ausnet Brunswick Terminal Upgrade
Royal Botanic Gardens Master Plan
UNSW South East Light Rail
Asset Link
Barangaroo
Blue Mountains bushfires
SHFA Circular Quay
Emerging community
engagement practices
23
Pros: Providing multiple methods and opportunities for
stakeholders and communities elevates the level of
participation
Cons:
New and emerging technology comes with learning
new techniques and skills and their associated risks
Using emerging community
engagement practices
24
Getting the basics right – up front
Undertake an analysis of stakeholders and community
directly or indirectly involved with the project
Plan key project and community messaging before
approaching stakeholders
Set up project key performance indicators, measures
and systems
Determine what community engagement tools,
technologies and techniques are aligned to the target
audience
Build in community engagement activities into project
programs
Recommendations
25
27
Additional references
Catalyst. 2012. Full Disclosure: How Companies Invest in Communities. (www.catalyst.org.au)
Department of Transport. 2011. Community Engagement Manual. Dot: NSW.
Ife, Jim. 1995. Community Development: Creating community alternatives – vision, analysis and
practice. Longman: Frenchs Forest.
Kenny, Susan. 2006. Developing Communities For the Future. 3rd ed. Cengage Learning: South
Melbourne.
Ledwith, Margaret. 2011. Community Development. 2nd ed. The Policy Press: University of
Bristol.
Porter, Michael., Mark Kramer. 2011. Creating Shared value: Harvard Business Review, 89(1): 4-
17.
Queensland Transport. 1997. Policy, Standards and Guidelines: Public Consultation. QLD
Government: QLD.
Simon, William. 2005. The Community Economic Development Movement. Duke Printing Press:
USA.
Sydney Morning Herald. 2012. Council uses phone apps to give power to the people (accessed
29 November 2012 at http://www.smh.com.au/action/)
Twyfords. 2010. Improving Community Engagement. ACT.
Victorian Local Government. 2001. Community Consultation: Resource Guide.
(http://www.vla.org.au/)