This article was written by Amanda Shailendra, Al Nash, and Steve Smith of The Pendleton Group as part of the consultancy’s sponsorship of Global Atlanta. It appeared online on September 25, 2024. View the original article here. 
Economic development projects, especially those involving new technologies, can be challenging for Georgia communities to navigate. While they promise innovation, job creation and economic growth, these projects can also present obstacles, as some community members might be hesitant about embracing the unfamiliar. However, with careful planning and open communication, these issues can be addressed successfully and pave the way for broader acceptance and long-term success.
Georgia’s potential to lead in cutting-edge, technology-driven industries is becoming more apparent. The state is increasingly attracting investment in electric vehicles, batteries, solar cells and other innovative technologies that enhance our competitiveness in relevant industries with high economic impact.
To ensure that these incoming international, out-of-state and local-growth investments are accepted by the community and ultimately successful, we advise that city councils, mayors, chambers of commerce and other community leaders take a strategic and proactive approach to communication and engagement. Key steps should be followed:
1. Communicate Early and Clearly
Early and transparent communication is critical.
The success of any development project begins with making sure the community is well-informed from the outset. Developers and community leaders must ensure that every resident is aware of the project details to help prevent misinformation and build trust.
Two current examples are solar cell manufacturing and battery energy storage. Most of these manufacturers are global companies, and many are based in Canada or Asia. Misconceptions in some parts of our state about these technologies’ impact on communities have created a political environment that may not be supportive of these industries.
To avoid misconceptions, leaders should consider holding public forums and town hall meetings where community members can ask questions and express concerns. These forums should be scheduled well in advance and widely publicized.
Community leaders should also utilize local media and social media to distribute clear and accurate information about the project.
2. Engage Elected Officials and Key Stakeholders
Getting elected officials, business leaders, and key stakeholders on board early in the process is crucial. These individuals often serve as the bridge between the developers and the community.
Schedule one-on-one meetings with city council members, mayors and other influential leaders to discuss the project’s benefits and address any potential concerns. Host roundtables with business leaders, local influencers and other stakeholders to gather input and build a coalition of support.
We’ve seen notable examples including a recent manufacturing investment in Georgia. Initially, the project faced significant opposition, with community members voting against it twice over two years. However, after persistent engagement and transparent communication, the project was approved by the elected body. Although there is still some opposition, over time, as the community sees the tangible benefits and ongoing efforts to address concerns, resistance has begun to lessen.
3. Address Concerns through Expert Insights
One of the significant challenges with new technology is a lack of understanding and subsequent fear among community members. Providing access to subject matter experts who can explain the technology and its benefits in layman’s terms can alleviate some of these concerns.
Organize panels with scientists, engineers and other experts who can address the safety, efficiency, and economic impact of new technology. Offer workshops that educate the public about the technology and its applications.
4. Leverage Community Committees
Many communities have committees of citizens who review development proposals and make recommendations to elected officials. These committees play an important role in shaping public opinion and the ultimate decision of the voting body.
Work closely with these committees to ensure they have all the necessary information to make informed recommendations. Be open to feedback and willing to make adjustments to the project based on the committee’s input.
5. Build Long-Term Support
Even with thorough initial engagement, there can still be opposition to a project. Continuous communication and demonstrating the tangible benefits of the project over time can help reduce resistance.
Provide ongoing updates about the project’s progress and any changes to keep the community informed and engaged. Share success stories from similar projects in other communities to show the potential positive impact.
Communities need to see the clear financial and social benefits to embrace new technological advancements. Community leaders have the responsibility to ensure that developments are smart investments that will keep the community competitive and open for business.
The Pendleton Group has the expertise to guide communities and developers through even the most contentious of international economic development projects.
Contact us to discuss how we can help your project not only succeed but also enrich your community.
