Emily White 
The recent headlines surrounding the proposed data center at the former Pennhurst State School and Hospital site in Chester County, PA have been hard to miss. Strong resident opposition, heated public meetings, and negative press coverage – it’s a scenario that’s all too familiar for many commercial and multifamily developers.
Pushback on new developments often feels inevitable in commercial real estate. Whether concerns center on tax dollars, increased traffic, property values, or changing neighborhood character, the root of the problem often lies in misconceptions and miscommunication rather than the project itself.
The good news? Strategic public relations and media relations can help developers navigate these challenges, build trust with local stakeholders, and move projects forward with fewer obstacles.
Below are four strategies we recommend when working with clients facing community opposition.
1. Consider Reporter Backgrounders
With new development projects, facts can quickly become muddled in the court of public opinion. When a developer is receiving negative press about a proposed or planned project, we recommend starting with introductory or background conversations with reporters who are familiar with the story or likely to cover it.
The goal of these “off-the-record” or “on-background” conversations isn’t to secure immediate coverage; but rather the objective is to set the record straight on misrepresented facts, reframe the narrative, and begin shaping your side of the story.
Plus, one-on-one conversations with reporters can help establish you as an authentic and credible source, making it more likely press will reach out to you in the future as the story evolves.
2. Identify & Activate Your Advocates
Many of our development partners work closely with the communities where they build – engaging with local officials, nonprofit organizations, business leaders, and residents through community input meetings. When facing opposition, one of the most powerful tools in your arsenal is a credible third-party voice.
For example, if a new residential development faces criticism about traffic patterns or strain on the local school system, having a supporter or potential future resident speak to why increased housing availability is critical can be far more persuasive than the same message coming directly from the developer.
To be successful, it’s important to identify advocates early and equip them with accurate information and talking points (more on this below) to effectively communicate on behalf of the project team.
3. Develop a Clear Narrative
Building an external communications narrative starts with solidifying key messages. Your project’s key messages should directly address widespread concerns with clear evidence and real-life examples, while simultaneously emphasizing the development’s positive impact.
Focus on tangible benefits: shared community spaces, new resources, improved infrastructure, job creation, or increased tax revenue. For instance, if traffic is a concern, highlight traffic studies and mitigation plans.
Ensuring key messages are reflected in all owned materials, media relations documents, and available for project spokespersons as talking points is critical to ensure consistency, clarity, and successful message pull-through.
4. Establish Regular, Proactive Communication
If you’re leaving a communications vacuum, you’re allowing others to shape your story. It’s essential to create regular, proactive communication streams with the local community, project partners, and investors.
This could take many forms: a social media campaign highlighting project milestones, a regular email newsletter with construction updates, blog posts addressing common questions, or open community meetings where residents can ask questions directly.
In today’s media and social media landscape, negative voices – even if they represent only a small fraction of the community – are often the loudest. Don’t let consistent negative media coverage scare you away from working with the press or sharing project wins. Proactive communication helps balance the narrative and demonstrates your commitment to transparency and community engagement.
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Community opposition for well-intentioned developers is challenging, but it doesn’t have to derail progress. With strategic communications, tailored media relations, and consistent messaging, developers can address concerns, build trust, and hopefully move projects forward successfully.
Interested in reading more from the Maven team? Check out my recent post on message consistency in a crisis and Rebecca’s “How Multifamily Owners Can Transition From a Regional Player to a National Leader.”
Posted In Crisis Communications, Public Relations, Real Estate & Related Services