By: Elizabeth Somerstein, Esq.
In the world of land use and real estate development, we often focus on the hard sciences: engineering, traffic studies, and the legal nuances of Florida statutes. But there is a soft science that is just as critical to a project’s success: public relations and community outreach.
On our latest session of the Land Use Lowdown, I sat down with Matt Levinson, chief operating officer of the public relations firm, O’Connell Goldberg. Matt has spent over 26 years navigating the intersection of public perception and real estate, and he joined us to discuss why PR isn’t just about glossy pictures at the end of a project, it’s a mechanical necessity from day one.
The Offense vs. Defense Strategy
One of the most vital points Matt shared is the danger of waiting too long to engage a PR team. In Florida, we operate under broad sunshine laws. The moment a developer submits an application to a municipality, it becomes public record.
As Matt puts it, if you haven’t already shaped the narrative, you are immediately on the defensive. Neighbors or local media may find the filing and create their own version of your story. By engaging public affairs early, ideally while you are still drafting plans with your legal counsel, you can be on the offensive. You get to tell the community what the project is before someone else tells them what they think it is.
The Power Storytelling
At a commission meeting, the silence of the majority is often drowned out by the volume of the opposition.
Matt’s strategy is to provide balance through telling the other side of the story. Every project in South Florida benefits someone. Whether it’s a workforce housing project that helps local teachers and nurses live where they work, or a light industrial center that brings jobs, there is a pro-side to your story. A well-executed PR strategy identifies those supporters and ensures the commission hears from both sides, allowing them to make an informed decision based on the total community impact.
Timing is Revenue
For a developer, time is quite literally money. If a project projected to start in two years is delayed to year three due to community pushback, the holding costs can be astronomical.
Integrating public affairs into your entitlement plan isn’t about manipulating the public. It’s about front-end planning. It’s about having those uncomfortable conversations early, making reasonable concessions (like increased setbacks or traffic improvements), and securing a smoother, faster path to approval.
If you’re thinking about a new project, talk strategy early. A little bit of planning at the outset can save you 12 months of headaches down the road.
