Land North of Western Road, Silver End
Communications Potential secured reserved matters planning approval for 350 new homes in Silver End through a structured and trust-building community engagement programme. Demonstrating our ability to manage sensitive large-scale development, combining early consultation, political engagement and clear messaging to secure member support following strong local opposition.
Challenge
Outline planning permission for residential development had been refused by the local planning authority following strong local opposition, before being granted at appeal in 2016. While the principle of development was established, community concern and mistrust remained high.
Ahead of a reserved matters submission, there was a clear risk that unresolved concerns could translate into political resistance at committee, despite the fallback appeal decision.
Without careful community engagement and member liaison, the scheme risked renewed opposition, reputational damage and refusal at reserved matters stage.
Approach
Coordinated a two-stage public consultation ahead of the reserved matters submission
Built trust with community leaders by demonstrating responses to local concerns
Led engagement with the Parish Council, presenting proposals and responding to questions
Supported pre-committee engagement to manage political risk
Prepared a members' briefing highlighting design quality and consultation outcomes
Crafted a persuasive committee speech to support decision-making on the night
Outcome
Reserved matters planning permission secured for 350 new homes
Comfortable approval achieved by planning committee members
Community concerns addressed through structured consultation and feedback
Ongoing appointment retained for community liaison and sensitive communications