Our CEO Paul Campbell joined the panel at the Planning Summit to discuss ‘How to engage positively with communities in a world of social media polarisation’.
Drawing on Richborough’s 20+ years of land promotion experience and national work across more than 250 sites, Paul explored how the development sector can improve the way it listens, communicates, and builds trust.
A key theme was the role of digital engagement. As Paul said, social media can help the sector “reach out to people that perhaps wouldn’t turn up to the conventional forums”, including “people that are in housing need”. Used well, these channels can help us hear from a broader range of voices and create space for more inclusive conversations.
Paul also highlighted the opportunity to engage the “silent majority” who support housebuilding but are often underrepresented in public debate — people who may write letters of support or speak in favour of applications at planning committees when given the opportunity and confidence to do so.
He said AI was happening to us all, for good or bad, and it’s important that we aware invest resource to shape it positively, noting that there is a high risk of objectors utilising it negatively in a way which overwhelms the planning system
In a planning environment shaped by reform, political change and increasing polarisation, positive engagement matters more than ever. That means telling clear stories, creating accessible opportunities for participation, and finding better ways to connect with communities both online and in person.
Thanks to Planning Magazine for hosting such a timely discussion, and to fellow panellists Peter Gerahty, Annette Jezierska and Shelly Rouse MRTPI.