Guest: Maite Peris, Former Communications Director to the City of Barcelona, Spain

Key Takeaways

• Communications for urban projects must be integrated from day one. Treat communications as a project process, not a last-minute add-on, and seat comms staff at the steering table.
• Tailor messages to segmented audiences such as residents, cyclists, businesses, and commuters. One umbrella slogan is useful, but content and channels must vary.
• Communication is not finished at ‘opening/project launch’. Sustained post-implementation presence and monitoring are necessary to observe how behaviours and uses evolve.

Summary

1. For communicating project proposals, changes, and approaches, use a two-layer approach simultaneously:
   • • Focus on service information related to operations, hyper-local, street-level changes. This makes people feel supported at all times.
     • Incorporate benefits in city-branding — long-horizon narrative that links projects into a coherent vision.
2. Successful urban change requires:
   • • an operationally rigorous communications process from day one; 
     • audience segmentation and service-level staffing on the street; 
     • a parallel narrative/branding campaign that explains long-term benefits; and 
     • creative use of partners when budgets are small.
3. Where opposition is intense, consider a targeted ‘silence + local accompaniment’ tactic. Withdraw noisy defence campaigns and invest in small-scale, hands-on problem-solving on the ground.
4. Budget limits require stakeholder mapping. Find trade channels through repair shops, associations, tax mailings, etc. and co-use them as distribution channels instead of buying mass media.

How can Cities apply these learnings?

1. Embed comms in governance: assign at least one communications specialist to the project steering group from the concept stage.
2. Use realistic renderings, quick before/after photo campaigns, and simple outcome metrics for visual proof & evaluation.
3. Create tailored messages and channels per stakeholder: residents, businesses, school parents, cyclists, drivers, utilities, and media.
4. Include field tests with neighbours in pre-launch preparations, along with advocacy/awareness tactics and audience-specific briefings.

Interesting resources

1. Barcelona Superblock program website https://ajuntament.barcelona.cat/superilles/en 
2. Barcelona Superblock report https://bcnroc.ajuntament.barcelona.cat/jspui/bitstream/11703/132999/1/SUPERBLOCK.pdf