Get a grassroots expert to rise above NIMBY noise.

"Not In My Backyard", or NIMBY, is a term used to describe a person or group of people who strongly oppose new development in their communities.

Whether it's a new housing complex, a retail complex, a wind farm or a power plant, NIMBYs--as they are commonly referred to--will actively organize to communicate their opposition to a local project in an effort to curb development.

Most often it seems that NIMBY activists are simply in it to win it. They speak out, without taking the time to learn the accurate information pertaining to the development at hand.

While NIMBY groups may protest loud and proud, their motives often stem from misinformation and/or poor communication between project representatives and the community.

So how does a developer relay factual information regarding the project to the general public? It's simple--they hire a grassroots communication expert to enlist community support and engage conversation relating the project.

In 2000, Avalon Bay, a leading developer of apartments and condominiums in the eastern United States proposed building units in an extremely affluent community of Darien, Connecticut. The town opposed the development, and voted to take the land by condemnation. In order to do so, a referendum vote with at least a 25 percent turnout had to be approved. Given that the referendum was not held on an election day, this would prove very difficult to achieve.

Northeast-based public affairs and public relations firm Public Strategy Group, Inc. (PSG), stepped in to complete a series of grassroots and public relations techniques on behalf of Avalon Bay.

They polled at the onset and determined that the voters supported the town's condemnation by thirteen percentage points over those who didn't want to condemn.

In a two-week blitz prior to the referendum, PSG designed four high impact direct mail pieces, along with newspaper ads, that focused on the expense to the taxpayer of condemnation and the unfair nature of the taking of land.

Working with third party groups, including a local taxpayers association that was also opposed to the condemnation, and completing a successful phone banking effort to Darien residents, voter turnout was 49 percent on the day of the referendum, thus shattering the 25 percent necessary for the referendum to count. The condemnation was then defeated by a twelve percent margin, a landslide for the client.

By adapting this "rally the troops" approach to forming a supporter coalition, developers can build support of their project right out of the gate. Coalition building creates social change in a community being flanked with negativity, while a common goal of building and bettering their community helps supporters bring a logical voice and a positive attitude to any new development project. Instead of focusing on the picketers outside of a public hearing, developers should concentrate on gaining support of their project with a variety of tactics commonly used to battle the NIMBY issue.

Obtaining reinforcement means knowing who to target. Preliminary research of the town is especially important in the first stages of a development project. Not only does that include thorough analysis of the demographics of the area, but also the opinions and political agendas of leading local officials and legislators.

Research of third party organizations, including nonprofit agencies and business groups, will help identify a potential support network that might sign on if they have something to gain from the development.

Once the developer has filed an application with the town, a press release announcing the project and introducing the public to basic facts about the development can eliminate rumors and misinterpretations from pro-NIMBY groups.

Soon after the release hits, a introductory mail piece is distributed to all households to keep the idea of your new development fresh in mind; materials like direct mailers, email reminders, and newspaper ads remind potential supporters of the advantages that a new development will bring.

Local residents who want to see change in their community will do anything they can to help. Of course, some may be more vocal than others.

A good idea might be to pinpoint those "super supporters" who are willing to write letters to local newspapers and town administrators, both in support of the project and as a rebuttal to any NIMBY arguments. Perhaps they are willing to participate, and help with the planning of meetings that reinforce the coalition and allow supporters to come out for the cause. Other benefits of the "super supporter" include their willingness to post lawn signs addressing the issue at hand, gather petition signatures, or simply make phone calls that render further support.

Of course, none of this can be done without the help of grassroots professionals.

As proven by Avalon Bay and Public Strategy Group with their victory in Darien, a good public affairs plan and a strong relationship with the local community is the key to success.

AL MAIORINO, PRESIDENT

PUBLIC STRATEGY GROUP, INC.