Northern Property REIT

Challenge

Not in my backyard!  This was the rally cry of neighbours in response to Northern Property REIT’s (NPR’s) plans to build a housing complex on an urban infill lot.  Having completed one public information meeting on the project, NPR called Tait to provide assistance, advice, and facilitation services for future communication with the public on this project.

Lack of understanding of the project by neighbourhood residents, combined with distrust of the development process, created a challenging environment in which to communicate effectively.

While changing the neighbourhood’s opinion about the construction project was unlikely, NPR wanted to make sure that interested parties would leave the meetings with a better, more accurate, and more balanced understanding of the project, and its impact on the neighbourhood.

Solution

When emotional issues are at hand, communicating simple, consistent messages is most important.  Tait worked closely with NPR management to develop message positioning, and a strategy for future public meetings.   Tait develop key messages, and coached NPR presenters on staying on message, handling challenging questions and dealing effectively with emotional and even angry residents. 

Tait also developed clear presentation and take-away materials for the meeting, including a PowerPoint presentation, a project overview, a print brochure and display boards.

Tait facilitated the meeting, providing structure that enabled all attendees to voice their opinions and ask their questions in a respectful and constructive manner, and provided an opportunity for NPR’s message to be heard.

Results

In four public meetings, NPR provided information on the Con Road development, highlighting how the project complies with all building requirements and zoning, outlining project benefits, successfully responding to the public’s questions and concerns, and helping attendees understand the respective responsibilities of the builder and the City in the development process.

As a follow-up to an initial meeting that was highly emotive, accusatory and ineffectual, the follow-up meetings led to better dialogue and acknowledgement by the City of Yellowknife of NPR’s genuine effort to understand and respond to the questions about the project.