Beyond PowerPoints and policy papers: transforming stakeholder engagement through storytelling

Discussions from the “Telling Your Project’s Story” webinar

If you are a senior local authority officer reading this, you have likely experienced the frustration of seeing well-crafted proposals face unexpected resistance. You have sat through countless meetings where detailed technical presentations failed to generate the stakeholder buy-in you needed. And you are probably wondering how to bridge the gap between your strategic vision and community trust, especially with limited resources and time.

Our Delivery Associates Network expert, Angeliki Stogia, held a webinar in October focusing on storytelling techniques that inspire collaboration and elevate the voices of those most impacted by regeneration projects. This blog summarises the discussions held about building a story for your project, engagement amidst resource constraints, and managing opposition.

The hidden flaw in traditional stakeholder engagement

Through my work with dozens of local authorities, I've observed a common challenge. Organisations excel at producing the comprehensive policy documents, evidence-based presentations, and detailed plans needed to demonstrate sound stewardship of public money and maintain robust governance standards. However, these very tools that satisfy scrutiny and accountability requirements often become barriers to meaningful stakeholder engagement. Despite their vital role in ensuring transparency and proper use of taxpayers' money, they can create distance between the council and the communities they serve.

Consider this scenario I recently witnessed: a council's meticulously prepared presentation on retail vacancy rates and economic indicators met with resistance until a local shopkeeper stood up and shared her family's three-generation history on the high street. Both conveyed similar information, but one created an emotional connection that statistics alone could not achieve.

Maximising impact within resource constraints

When I raise the idea of narrative-based engagement, many of my local authority clients immediately worry about resources. However, effective storytelling does not always require substantial additional investment. Here is what I have seen work consistently:

Authentic voice amplification: instead of filtering community feedback through corporate language, enable direct storytelling. Recently, a scrutiny committee completely shifted their perspective after hearing unfiltered testimony from local business owners;
Experiential engagement: replace written descriptions with meaningful experiences. In a recent city centre bridge renovation project, we transformed stakeholder perception by bringing a fallen cast iron lion head ornament to consultation meetings. Letting stakeholders physically lift this piece of Victorian infrastructure that had crashed onto a public pavement brought home the urgency of repairs far more effectively than any condition survey could have done;
Strategic journey mapping: frame your projects through clear transformation narratives. Rather than leading with investment figures, start with the human impact. For instance, instead of "a £18.5M regeneration scheme delivering 35 retail units and 40 residential apartments with 32% vacancy rates", tell the story of "transforming a town centre from a place people rush through to a vibrant, pedestrian-friendly hub where local businesses flourish, local families can find homes rooted in their community, and people of all ages come together to shop, work, and spend time".

Managing opposition effectively

Your position often requires balancing vocal minority opposition with broader community benefits. Storytelling can channel multiple entry points into one core message. Different stakeholders need different ways into the same narrative. Through our consulting work, we have found success in maintaining message consistency, while adapting delivery.

Here's how strategic storytelling can help:

For your business community: focus on growth potential and economic resilience;
For your residents: emphasise community connection and quality of life;
For your elected members: highlight tangible improvements and legacy impact;
For your technical stakeholders: blend human interest with hard data.

Building a coalition of voices

Instead of letting single perspectives dominate, actively collect and amplify diverse community voices. This creates a more balanced dialogue and can help you demonstrate broader support for your initiatives. Based on successful implementation across multiple authorities, here are some proven approaches you can adopt:

Start small: begin by incorporating resident testimonials into your existing communications. Simple stories can transform standard project updates into compelling narratives;
Use physical evidence: bring tangible elements to your consultations. Increasingly, local authorities transform stakeholder perceptions by displaying actual materials and before/after visualisations and imagery during consultation and engagement events;
Create story banks: develop a collection of real-life examples and mini-case studies that your team can use across different engagement activities;
Leverage existing channels: transform your routine communications into story-driven engagement opportunities.

From information to transformation

The most successful regeneration projects don't just inform stakeholders – they transform them into advocates. This happens when people can see themselves in the story you are telling and understand their role in shaping the outcome.

Consider the difference between these two approaches I have observed:

For your business community: focus on growth potential and economic resilience;
For your residents: emphasise community connection and quality of life;
For your elected members: highlight tangible improvements and legacy impact;
For your technical stakeholders: blend human interest with hard data.

The way forward

As local authority leaders, you have a unique opportunity to reshape how you engage with your communities. By moving beyond traditional communication methods and embracing the power of narrative, you can build stronger support for your projects even in the face of limited resources and initial opposition.

Remember: data informs, but stories transform. When you combine your technical expertise with authentic human narratives, you create something powerful – not just plans for physical regeneration, but stories of community transformation that people want to be part of.

So the next time you are preparing for stakeholder engagement, ask yourself: are you just sharing information, or are you inviting people into a compelling story of change?

Angeliki is an advisory associate passionate about stakeholder engagement and communications. She helps clients develop policies and mobilise stakeholders to create successful cities and towns. Her experience spans infrastructure projects, including regeneration, energy, transport and water, where she promotes early engagement and builds effective strategies. Through her work, she builds project advocacy, enhances reputation, manages risk, and ultimately supports better client outcomes.

If you have any questions on this topic, or would like support, please contact your Delivery Associate, or email DeliveryAssociatesNetwork@Arup.com