Strategies
An Organizing Approach for Entitling Waste Projects
Identify, engage, harness, mobilize.
Jay Vincent
With nearly four out of five Americans opposing any type of development in their community, it is not a stretch to think that different types of development would get different types of reactions from neighbors and stakeholders. Indeed, the annual Saint Index survey of public attitudes about land use and development illustrates that those uses that are more industrial in nature will be more intensely opposed; whether it is a landfill or manufacturing facility, the more the use, the more intense the opposition.
The statistics are further borne out in the media where we see article after article describing the difficulties private and public entities have entitling new waste treatment facilities, transfer stations and the like. As far as permitting new projects, this is the new normal. Public participation is on the rise and in too many cases the non-applicant participants are led by the opposition. Without an infusion of supportive voices that understand the benefits and are vested in the outcome of the projects the new normal, projects across the board could be delayed or defeated.
Advocacy Pyramid
Mobilizing grassroots advocates is necessary when navigating the process of permitting your project. Outreach is now essential whether you are a public or a private entity. So, when considering approaches to outreach, it is key that you choose an approach that allows for fluidity in the face of a constantly changing public narrative.
You must also ensure that the approach prescribes a process driven approach instead of a procedural driven one. Viewing outreach through the lens of a procedural approach will create a series of discreet steps but ignores the fact that the there is a system in place that is dynamic and fluid itself. Instead, you must view outreach as a process or a series of procedures viewed as a whole with the end goal still being transforming identified supporters into vocal advocates for your project.
One approach to building public support is called the Advocacy Pyramid. Think of it as way to categorize people through a process. It assumes that every identified stakeholder has a right to share their opinion on the project at hand and to be educated by the applicant or developer of the project. The burden of education is on the applicant because the opposition will surely spend its time educating and setting the table of 鈥渇acts鈥�.
Yet, the approach also focuses on ensuring that along the way of advancing an authentic outreach engagement, you can harness and mobilize vocal advocates. Their participation in the process is absolutely necessary. The advocacy pyramid is simple approach to help you illustrate public support for even the most controversial projects. Think of it as a process not a procedure. This approach is all about action and seizing the moment. Remember, the outcome you are looking for is political action from vocal advocates.
Identify
Since public participation is on the rise and we can all agree there is a passion gap between supporters and opponents, then you must identify all of the stakeholders you know and might expect to participate in the hearings or permitting process. Why? Because the law mandates that you should know some of them and the rest of the stakeholders expect us to. It is the right thing to do. Let鈥檚 move on from the position that you don鈥檛 need to talk with your neighbors. Instead, create a stakeholder map that identifies all of those people reasonably expected to participate in the process. Once identified, map and rank them so you know how to engage. Always remember that throughout the overall process, this step of identification is ongoing as the core piece of information that drives the process is: 鈥淲here does she stand on the project?鈥�
Engage
Remember to start with the position that you are going to meet with those who deserve to participate in the process and have some sort of stake鈥攚hether it is safe streets, an investment or a property right. No longer can either a public or a private entity shirk its role as the prime mover to educate the community. Without engaging the community, one starts from a losing position within this new normal.
Harness
Undoubtedly, when developing a stakeholder map you will see that the opposition or watchdog infrastructure is much more robust. This means that you will need to build support infrastructure for a formal group of stakeholders to support you. Do not be shy about asking community supporters to form a group and advocate for the project publicly.
Mobilize
Mentioned earlier is this concept of a passion gap. Where it exists, the stakeholder on the supporter side needs more attention to take an action. Remember, mobilizing grassroots advocates is absolutely necessary in today’s permitting environment and should be a key part of your strategy. The precursor to a supporter taking political action is constant engagement and communication by the applicant鈥攖o identify supporters and transform them into vocal advocates.
Be Proactive
Think of it this way. To succeed in today鈥檚 permitting climate, identify who your neighbors will be and engage with them about your projects before the opposition sets the table. Where you find support, you must harness and mobilize it in support of your position. Those who work tirelessly to kill your project are using a similar approach and their own set of tactics. It is time that you approached the process in a similar way because when residents are educated first, it cuts off the ability of the opposition to use deceit to attract stakeholders to their position. Be the prime educator. The rewards will be real and you will hear at the doors: 鈥淭hank you for taking the time to listen to my viewpoint.鈥�
Jay Vincent is senior vice president of business development and manages the Waste and Recycling Practices for The Saint Consulting Group (Hingham, MA), a land use political consultancy with offices in the U.S., Canada and UK. He can be reached at [email protected].