How PR can help with the planning application process

Challenge

Following the closure of their successful tumble dryer factory in Hipperholme, Yorkshire, after 30+ years of trading, Crosslee were keen to continue their legacy in the area by creating a sustainable, mixed-use development on the vacant land where their factory once stood.

To do this, the company needed to work with several partners to draw up plans for the scheme, which would demonstrate the benefits to the local area in terms of housing and employment. These plans would need to receive planning permission from the local council in order for them to move forward.

As often happens with major new developments, there was some local resistance to Crosslee’s plans. So, One Brand Magic were tasked with easing the public’s concerns by communicating the various benefits of the scheme.

Solution

Over a six-month period, we worked with Crosslee Properties to identify and subsequently communicate the key benefits of their plans to the local area through effective PR.

This ‘brick by brick’ method involved liaising closely with company directors to understand feedback and pressure points from resident meetings and then creating press releases and media material to reassure and educate the local area about the advantages of the proposed development.

In turn, this approach was also intended to support the Crosslee Properties planning application.

Through a steady stream of articles in the local media (both online and in print) in the lead up to the planning decision, we were able to ensure the application was talked about in a positive light.

Result

  • Pieces in all key Yorkshire media which covered the targeted area, including: Yorkshire Post, Yorkshire Live, Yorkshire Business Insider, Halifax Evening Courier, Bradford Telegraph & Argus, Brighouse Echo and Huddersfield Daily Examiner
  • Planning permission granted for Crosslee Properties’ development

41

pieces of coverage

2 million

reach

“We engaged with One Brand Magic as we knew our planning proposals had a lot to offer the local area – we just needed a way to communicate the benefits through key media channels.”

“From the first day, the team were knowledgeable and totally collaborative, using their experience and leading on what they believed would have the most impact but also listening to our thoughts and requests, incorporating them into their press releases and other material.”

“The proof truly is in the pudding as the sentiment around the proposed mixed-use development improved as the months progressed and we received the ultimate result we wanted – planning permission.”

David Ross
Crosslee Properties Chairman