We’ve been working with Leeds Federated, a housing association with homes across North and West Yorkshire, on the regeneration of the Sugar Hill estate in Oulton, Leeds since 2022.
The regeneration scheme was purchased from a private developer after a number of years of uncertainty and local opposition to the replacement of the Airey Homes with new build homes.
The challenge
Leeds Federated commissioned See Media to help steer the comms surrounding the development, to make sure key stakeholders, residents and the local community were not only kept informed about the project but felt comfortable and happy with the changes that needed to be made.
This was a challenging project, with ten existing residents feeling reluctant at the thought of having to move out of their homes and into newly built ones, all the while with construction ongoing around them.
The solution
However, working together with Leeds Federated, we were able to devise and roll out a successful PR strategy. The result is that local opinions on the development have been changed from overwhelmingly negative to positive.
With the handover of the first ten completed homes fast approaching, we helped facilitate some recorded interviews, to see how residents now felt about the project. It’s safe to say all ten existing residents were thrilled at the thought of moving into their new homes and their opinions of Leeds Federated as an organisation are excellent. Watch the interviews here.
Regeneration communications tips
We know how difficult these types of projects are, having to navigate PR and comms in tricky situations, where many people are averse to plans for a variety of reasons. So, we’ve provided some tips on how to deliver a strategy that will help shift stakeholder mindsets from uneasy to ecstatic!
- Create a research-based plan
Make sure you’ve worked with your client to understand current local attitudes towards the project – are stakeholders happy and excited, or nervous and doubtful? Use this to inform and shape your comms strategy and how you’ll announce your plans.
- Prepare for questions
Be aware that once the announcement is made, many people will have questions for you: primarily stakeholders/residents, maybe their families (if they’re elderly or receive any specialised care) and often the media. Be sure to produce a set of FAQs and share these where stakeholders can view them – ensure these are updated with resident feedback as the project progresses and more questions arise. It is also a good idea to prepare lines for media enquiries.
- Open communication is key
When key people affected by your project don’t feel listened to or communicated with, this can cause disappointment and annoyance, which can lead to negative relationships and possibly crisis comms situations. Establish a clear and easy way for people to speak to you – maybe hold some in-person events for people to ask questions or give them an outlet to be able to contact you about any concerns they might have. Then amend your communication plans accordingly to reflect this feedback so it is clear people have been heard.
- Manage expectations – don’t overpromise
In any project there is a risk of overpromising and underdelivering. It is particularly important in regeneration projects to avoid this temptation. Residents may well have been led up the regeneration path before, only to be let down. Transparent, consistent communications have been crucial to rebuilding resident trust at Oulton and is the main reason it was possible to make the videos with the residents.
Does all this sound familiar? If you want to speak to us about how we can support you, email hello@see-media.co.uk.
Harriett Bolton is a Senior Account Executive at See Media.
