Global and local: smarter working with stakeholders Simon Baugh, Group Communications Director Department for #CommsAcad Infrastructure: where global and local combine #CommsAcad BenefitsImpacts Long-termImmediate Spread across the whole countryLocalised ImpersonalPersonal #CommsAcad Where global and local combine Global and local Challenges faced on airports or HS2 are similar to those faced on any planning or regeneration project Six lessons for public service communicators #CommsAcad 1. Build your story #CommsAcad Why story telling? Stories are easily recalled and activate motivational drivers in the brain. This is not about creating a work of fiction, but setting out what youre doing in a way which people remember, identify with and feel compelled to support. 1.Stories makes the complex simple 2.Stories make information memorable 3.Stories foster collaboration #CommsAcad Why not just present the facts and let people decide? Much government work is analytical by nature. This approach is essential for good policy but less effective for building support. Peoples brains struggle to remember data and information. Too many facts can have the opposite effect. Logic can win an argument. But emotion and logic is a more powerful combination. #CommsAcad The power of emotion Story-telling is one of the most effective ways of generating an emotional response. Stories activate motivational drivers in the brain. A good story maintains our attention effortlessly and we can remember it months later. Opposing a development is an easy story to tell. Supporters need to tell just as good a story. #CommsAcad DfTs narrative in three sentences Successive governments have failed to invest the sums necessary in transport and parts of our network are now full. We are investing to make journeys better: simpler, faster and more reliable. Our plan will support jobs, enable business growth, and bring our country closer together. #CommsAcad 2. Set the agenda #CommsAcad Identify your campaign themes #CommsAcad And proactively create your campaign moments #CommsAcad 3. Develop relevant and engaging content #CommsAcad #CommsAcad The 344 page summary (13 appendices available) #CommsAcad The human version #CommsAcad 4. Listen to opponents #CommsAcad Listen, dont consult Different runway location Different roads configuration 200 fewer homes demolished Steeper flight paths Periods without over-flights for every community Aircraft landing 700m further down runway 125% property compensation, plus legal fees & stamp duty New green space New flood protection #CommsAcad #CommsAcad A new approach Listening is difficult Listening requires: Leadership Humility being ready to admit you are wrong Cultural change Effort and resource Training #CommsAcad Creating an architecture of listening Professor Jim Macnamaras report sets out how to develop a listening organisation, including:report Creating a culture of listening Policies for listening Politics of listening Technologies for listening Structures and processes for listening Skills for listening #CommsAcad 5. Dont forget supporters #CommsAcad Dont forget supporters #CommsAcad Local residents Taking everything you know into account, do you currently support or oppose expanding Heathrow? Strongly support Somewhat support Neither / DK Somewhat oppose Strongly oppose 28%21%19%11%22% #CommsAcad 6. Evaluate results #CommsAcad The results #CommsAcad ,000 consultation responses 85% oppose expansion 72,000 consultation responses 82% support expansion 1.Build your story 2.Set the agenda 3.Develop relevant and engaging content 4.Listen to opponents 5.Dont forget supporters 6.Evaluate results #CommsAcad #CommsAcad