Case Study: What Happens When a Project Announcement Generates Opposition?

 Case Study: What Happens When a Project Announcement Generates Opposition?

By Gus Fontenot, Director, Projects & Site Development, Southwest Louisiana Economic Development Alliance

When a major project announcement was made recently in Southwest Louisiana, it should have been a moment of celebration for the project builders, public representatives, and economic development officials. But social media had a different reaction. Almost immediately, a public page on a popular platform was created to foment opposition to the project.

Almost as soon as the social media page was active, local public officials started getting text messages and phone calls asking about the project. Many of the complaints posted on the platform were inaccurate, exaggerated or unsupported.

This project involved both unique processes and technologies, which required strict NDA agreements to be in place to advance the project through its early stages. Unfortunately, this constrained public outreach possibilities for the company and the local economic development organization, as most discussions needed to be protected during the site selection process.

Paul Moses, Vice President of Economic Development for the Southwest Louisiana Economic Development Alliance, took immediate action upon discovering the social media campaign. Moses alerted the company about it and encouraged them not to let the misinformation go unanswered. The company was prepared, and their response was swift and effective.

The company contacted the local mayor and asked if key city employees could be brought together for a briefing on the project. This approach recognized that city employees were often among the people residents encountered in their everyday interactions with local government. These employees were the ones hearing questions about the project and needed accurate information to respond to what was circulating in the community.

The company recognized that educating city employees about the project would help equip them with accurate information to answer questions they might receive. It was important to the mayor and to the company that city employees continued being trusted resources of information for the community they serve.

Not long after the meeting with city employees, the phone calls subsided, and the negative comments on the social media platform dwindled. Attention increasingly shifted toward the positive impacts of the investment, employment growth and other potential benefits associated with the project, as it should have been.

Although this is a success story in response to a project nearly being overshadowed by community concerns following its announcement, it does illustrate the importance of community engagement around a new project before the press release is issued. Economic Development organizations should be instrumental in helping companies cultivate and prepare a community for a major announcement.