Communicating milestones to maintain momentum
James Gore
My previous blog suggested ways in which you can signal your ongoing commitment to community engagement as you commence stage two of the Town Deal process. Having done so, the next challenge is to maintain this momentum, ensuring you retain the interest and support of stakeholders.
Marking key project milestones is a great way to do this, avoiding a vacuum which might otherwise be filled with misinformation about your projects.
From Heads of Terms to completion of business cases, there are numerous opportunities to share your progress with local people through a range of communication channels. Bringing the public and stakeholders with you through the process serves to build excitement about projects and the overall vision. At the same time, it can also help to manage any unrealistic expectations about delivery timescales.
Here are just a few landmark moments to look out for and celebrate on your Town Deal journey.
Agreeing Heads of Terms
Once Heads of Terms have been agreed, work with your CLGU Area Lead to establish how and when this will be publicised.
It could be part of a raft of Town Deals confirmed at the same time or a standalone announcement – either way, you will need to be clear on timings and protocols for sharing the information locally. Once you have sign off to share the details, use your organisation’s website and social media to spread the word and encourage partners to do the same.
This is a great opportunity to restate your TIP vision and explain how investment will make a difference for local people. Harness the power of third-party endorsement by using supportive quotes from key stakeholders where you can.
Confirmation of projects
Following the agreement of Heads of Terms, you are required to confirm which projects will be taken forward as part of your Town Deal. This provides another opportunity to raise awareness of your plans and what they could mean for the people of your town. It is also a chance to reach out to stakeholders who might have a particular interest in the projects being taken forward. If so, make sure you provide a response mechanism for those who do want to get involved.
This could be a dedicated email address for Towns Fund projects, an enquiry form on your Town Deal website or the option to sign up to receive future updates.
Submission of the Summary Document
The Town Deal Board has an ongoing role and should have sight of decisions as projects are developed in more detail. Its Chair will be a signatory to the Summary Document submitted to MHCLG, providing another chance to update to stakeholders and the public. Again, you can use the opportunity to restate the TIP vision and communicate project timescales to help manage expectations around when people will start seeing the positive changes outlined in your vision.
Release of funding
Funding will be released once MHCLG has reviewed and is satisfied with your Summary Documents. When marking this milestone, it may be appropriate to acknowledge everyone who has played a part in getting this far, from key partners to members of the public who took the time to leave comments on the MyTown website.
This could take the form of an email from the Town Deal Board Chair with a personal message of thanks or another personal touch that shows your commitment to community partnership throughout the Town Deal process.
If you can, use each milestone to flag when the next update is expected – and if timescales slip let your stakeholders know.
Being proactive about communications can pre-empt enquiries and prevent negative rumours undermining your projects.
If you want to bring people on your Town Deal journey you need to keep them posted on progress towards the destination – delivery of the projects. Proactive communications highlighting the progress and updates advancing your projects shows how the work that you’re doing will make a difference to the people in your Town.