U.S. downstream expansion momentum continues with new project announcements. Due to the scope and scale of these multi-billion-dollar projects, it is best for owners and construction contractors to establish dialogue and build healthy relationships with project stakeholders early in the construction process. Here are five elements for successful megaproject communications.
1. Build a strategy
People, increasingly and understandingly, want a say in what is built in their backyards, especially when it is a large-scale project. To effectively communicate with stakeholders, contractors should develop a communication and stakeholder engagement strategy. This strategy should align major project parties, identify the various project stakeholders (including neighbors, public officials, employees, etc.), outline the core project messages and specify communication tactics such as town halls, emails or newsletters.
The plan should also identify an easy way for community members with concerns or questions to reach someone directly about the project. The primary contact should be someone with the authorization to handle simple requests expediently and with direct access to project team leaders for more complicated issues.
Build flexibility into the strategy because as the project progresses, the plan might need to be adjusted.
2. Listen to neighbors
Neighbors expect the major contractors and the project owner to communicate directly about the impact of the project on their daily lives, even if the construction is short-term.
One site constructing a massive project held a barbeque for its community, allowing neighbors face-to-face time with management to ask questions and to better understand the impact of the multi-year project. Led by the project manager, the event provided an optimal setting to respond to concerns by openly discussing the challenges, clearing up perceived threats and offering a direct line of communication. He managed expectations, never making a promise he or his team could not deliver.
While you can’t make everyone happy, always strive to build a transparent, trusting and credible relationship with your community.
3. Inform public officials
Keep your local government leaders in the loop of both opportunities and challenges during the project. As mayors, county commissioners and other public officials interact in the communities, they should be abreast with updated project info to handle any concerns from community members. While it’s not expected they speak for the project, they will appreciate the fundamental facts and messages to talk generally to the community before deferring to the company.
4. Empower employees
If well-equipped, employees and contractors can provide accurate project information and dispel rumors as they engage with neighbors and family members at local events, grocery stores and their children’s schools. Leadership will need to train them on what is appropriate to share and what is proprietary, but they will find that empowering employees and contractors with knowledge is beneficial to the project.
5. Monitor social media activity
With more than 60% of North Americans engaging on social media, according to media software company Cision, it is a significant pathway to deliver proactive updates and stories relating to the project. Social media is also a useful tool to listen to conversations about the project and respond to comments, if necessary. Contractors will want to respond promptly to concerns so issues do not bubble over, which would reduce the trust and credibility of the company and project.
It is never too early to create a communication and engagement strategy for a megaproject. Recognizing open dialogue while building trust with the community can be critical to the megaproject’s success.
