Building Good Will

You're in business. Sometimes that means you're involved in controversial issues. Each case is different, but the thinking is always the same. To win public support, you have to involve the public and appeal to them. That sounds easy, but it can mean a few twists and turns in corporate thinking.

Since I'm not personally involved in your business, All I can do is show you how it might be done in a particular situation. So, the scenario is that you are a developer and you have decided to build an office building on a spot occupied by a community park. The outcry would likely be loud and clear. So what to do? This is a step by step response and some of the steps could fit your potential crisis.

You need the public. Find out who the community leaders are (not the figureheads, but the real leaders-you know who they are in your community). Involve them and empower them to make recommendations that you intend to live with. Killing the project should be the last option.

Can you survey the affected audience to get a clearer idea of why they are objecting? This will save money and allow you to focus on the right improvements. Once you start asking questions and getting answers, the direction often becomes clear.

Have the committee involved in moving the project towards something acceptable. It may be they want an indoor park in the middle of your complex or they can make architectural suggestions. It may be that you can find a way to incorporate some of the ideas.

Update the community. Mass media, cable, advertising, supplements, newsletters, public speaking. Select the best ways to get to the audience most affected.

Once construction begins, signs should show what the property will look like when it's finished because the old park looks like a disaster zone right now. You don't want to add to it with a bunch of ugly signs. You will want to publicize how beautiful the location will be when it's finished. How will it blend in - because by this point you will have realized that it has to blend in. Make sure you talk about how you're using natural materials, conserving energy, building a spot for commuters on bikes and providing for families who want a break for lunch. Will there be more than fries and burgers? How can you highlight your enlightened thinking?

Tell them "we're listening" and repeat what you heard so they know it. Keep the public updated on progress and make as many alterations as possible to meet public concerns.