Building the Case

Building the Case

Once an appropriate planning tool or strategy has been selected, it will quickly become important to build the case for any required approvals and its subsequent implementation. In some cases the need for the tool or strategy may be quite apparent, the benefits clearly understood, and general support more easily obtained. However it is more likely that there will be some critical questions, concerns, or outright opposition raised on the path to implementation by key stakeholders, elected officials, and the general citizenry.

Similar to the pursuit of any new planning tool or strategy, success relies heavily on adequate public engagement and proper messaging. Some tips and examples for each are provided below.

• Engagement – The community as a whole, and especially the specific stakeholders who may be affected by the implementation of the tool or strategy, should be provided the opportunity to be engaged early and often. Building a successful case starts with thoughtful, well-organized activities to build awareness, solicit feedback, and align actions with community values prior to a formal public hearing or decision on the proposed planning tool or strategy. Complete transparency and two-way communication with all, including those who may oppose and/or perceive adverse impacts of the proposed measure is essential.
• Messaging – Although the methods and mediums for engaging and communicating with people may vary over time, it’s important to stick with a consistent, unified message throughout the process of adopting and implementing the tool or strategy. While there may be different aspects to emphasize with different groups, the overall message should be developed with multiple audiences in mind. Research and practice in the hazards planning field suggest that the key points of that message must be kept clear, concise, and repeated time and time again from multiple sources. Start with the “talking points” provided in the tool descriptions in this guide.
• In talking with elected officials the message should be tailored to focus on the problems or opportunities to be addressed through the proposed planning tool or strategy, and should include data that supports the message whenever possible. Other key tips include:
  • Consider what resonates with each local official and their constituents, and address how the proposed measure is specifically linked and can be supportive of their own unique interests or objectives.
  • Demonstrate how the proposed measure is consistent with and can enhance other community goals. Be certain to link any co-benefits with the broader social, economic, and environmental drivers for the community.
  • Be prepared to address any costs, including opportunity costs and especially the consequences of inaction. Explain how and defend why the proposed measure is the most practical and feasible alternative considered.