New Towns programme must avoid HS2 mistakes
Why a clear vision is needed to bring stakeholders onside.
By Dan Gerrella
17 Oct 2025
The New Towns Taskforce Report brings fresh energy and commitment to building the homes, communities and infrastructure we need as a country to thrive. With plans for at least three new towns in this parliament, there are 12 sites earmarked for possible development.
The ambition is that these new towns will unlock economic growth opportunities and contribute to meeting housing needs across the country.
Success will depend on winning community support, building trust, and delivering maximum benefits for local areas.
The ambition is that these new towns will unlock economic growth opportunities and contribute to meeting housing needs across the country.
Success will depend on winning community support, building trust, and delivering maximum benefits for local areas.
When it goes wrong
Taking HS2 as an example, the communications element got out of hand. Local opposition, sometimes led by the government's own MPs, stunted progress and added significant cost to the programme. The benefits were not clearly outlined, and the development messaging became focused more on what was potentially being taken away, rather than what was being added.
For heads of communications, the core lesson is to avoid the trap of defensive, reactive messaging. The narrative should lead with benefits and local outcomes. Work with communities to shape proposals, and demonstrate tangible local value, such as affordable homes, improved amenities and local services, and opportunities for new jobs and local SMEs.
For heads of communications, the core lesson is to avoid the trap of defensive, reactive messaging. The narrative should lead with benefits and local outcomes. Work with communities to shape proposals, and demonstrate tangible local value, such as affordable homes, improved amenities and local services, and opportunities for new jobs and local SMEs.
Getting it right
Success hinges on aligning policy, investment and public support so that developments are delivered with communities on side, in a timely manner. Consistent communications are essential, and messaging should align with your position in the process. For example:
Planners: Engagement must begin at vision stage and continue through design, approvals and delivery. Do not wait for statutory stages to open the conversation - start early and design in partnership. Keep messaging locally focused, transparent, two-way and deliver it in multiple formats (people absorb information in different ways). The government is looking for "best in class" consultation, not bare minimum.
Developers: Credible delivery beats big promises. Early messaging should focus on the evidence that matters to investors and communities. Talk about land assembly, project programmes, and housing quality. Highlight those areas that can be contentious, or where communities need reassurance, such as supporting infrastructure, climate resilience and sustainability, biodiversity, transport integration and job creation. Explain how decisions will be made, and be honest about any trade-offs.
Local authorities: Demonstrating legitimacy is essential. How can you prove that local communities have been consulted and are supportive of plans? This starts with mapping out an overall vision and plan for selected sites. Openly discuss the success metrics that will be used to track economic and social outcomes as well as housing numbers. Show how decisions are being made for the long-term and the benefits that will be provided for existing communities, as well as the new ones being delivered.
Planners: Engagement must begin at vision stage and continue through design, approvals and delivery. Do not wait for statutory stages to open the conversation - start early and design in partnership. Keep messaging locally focused, transparent, two-way and deliver it in multiple formats (people absorb information in different ways). The government is looking for "best in class" consultation, not bare minimum.
Developers: Credible delivery beats big promises. Early messaging should focus on the evidence that matters to investors and communities. Talk about land assembly, project programmes, and housing quality. Highlight those areas that can be contentious, or where communities need reassurance, such as supporting infrastructure, climate resilience and sustainability, biodiversity, transport integration and job creation. Explain how decisions will be made, and be honest about any trade-offs.
Local authorities: Demonstrating legitimacy is essential. How can you prove that local communities have been consulted and are supportive of plans? This starts with mapping out an overall vision and plan for selected sites. Openly discuss the success metrics that will be used to track economic and social outcomes as well as housing numbers. Show how decisions are being made for the long-term and the benefits that will be provided for existing communities, as well as the new ones being delivered.
LMC's 4 A Model
LMC has a its own model for consultations - the Four A Model.
Designed as a guide for communicators working in this space, it includes three key areas which will help to build support for developments. Following these steps will put you on the right path for advocacy
Designed as a guide for communicators working in this space, it includes three key areas which will help to build support for developments. Following these steps will put you on the right path for advocacy
- Accessible: Make consultation content easy to access and understand. Use plain English and clear visuals. Use multiple communications channels and formats so diverse voices can take part and feel heard.
- Aspirational: Develop a vision in partnership with communities, through a structured programme of engagement.
- Attainable: The vision developed is achievable and takes into account the feedback that has been received (and overtly links back to what the community has communicated).
The result is Advocacy, with supporters who can speak credibly about benefits, and sustain that support through delivery.
If you want to find out more about how we tackle engagement, contact me here.
And, for more on this topic, check out my blog in Influence Magazine.
Photo by Ethan Wilkinson on Unsplash
If you want to find out more about how we tackle engagement, contact me here.
And, for more on this topic, check out my blog in Influence Magazine.
Photo by Ethan Wilkinson on Unsplash
By Dan Gerrella
17 Oct 2025