Generating Public Support for a Pipeline Extension |  |
Public support was the key to securing local approval for the extension of a natural gas pipeline. The project was approved in just one night.
When our firm was retained to assist in securing approvals for this pipeline project, we asked the sponsor for any letters from potential customers who were unhappy with current oil heating options and who might want natural gas service. The engineers we were working with did not know if such letters existed. This was not surprising since in large companies the construction division does not regularly exchange information with the customer care division. The customer care division may have information vital to supporting construction of a proposed energy or telecommunications project. Customer complaints about spotty wireless coverage or letters from consumers to their local utility to request renewable energy options can provide the nucleus for grassroots project support.
That was the case with our pipeline project. The engineers responsible for securing approvals and constructing the pipeline extension had not consulted with the customer care division as part of their application groundwork. We saw this as an oversight and asked to speak with the customer care personnel. To our delight, the customer care department located a letter signed by residents at a nearby nursing home asking for natural gas service.
On the first night of the pipeline hearing, after the opposition had finished its presentation, a caravan of senior citizens arrived to testify in favor of the pipeline extension. Our client had invited these seniors to attend the hearing after finding their letter in the customer care files. The outreach effort worked. At the end of the first night of hearings, the board unanimously approved the pipeline extension.
Another option for generating grassroots project support is the public referendum. A referendum is sometimes useful in a community where a vocal minority is opposing a project but where a silent majority supports the project. In such cases it may be possible to call the question. That is, if the right conditions are met, and enough signatures are filed with a local government, a public referendum may be scheduled to determine what the public really wants. Recently, we used the referendum technique to secure public approval for a cellular radio tower that people were reluctant to support publicly.
We petitioned for a referendum and then retained an experienced political consultant to shape a compelling campaign. A referendum was scheduled. A vote was taken, and the cell tower was approved by a wide margin. With the referendum won, the tower proceeded through the approval process without opposition.
By drilling down through customer service records and by reaching out to affected constituencies, project sponsors may be able to gain just enough support to secure project approval. The lesson here: the investment made in mining all potential sources of public support may pay significant dividends.