We’re seeing a change in the landscape of our hometown shopping centers. Many generational small businesses like restaurants, laundromats, car washes and grocers are closing their doors rather than passing the torch to the next generation. For many, rising labor costs, soaring prices of goods, and demanding customers seeking immediate gratification have narrowed profit margins to the point where operating a small business is no longer sustainable.
Rather than sitting vacant, this prime real estate is quickly acquired by the big brands who have the marketing dollars and margins of the masses to make it work.
If you’re analyzing the situation by the raw data, this looks like a win—the consumer will now have a business just around the corner to fulfill their every need at the price point and speed with which they wish. But there’s one thing missing that won’t come out until the project proposal hits the desk of the local city government: public sentiment.
Residents soon realize their beloved community corner, once a vibrant hub of neighborhood identity, risks becoming indistinguishable from countless other generic shopping centers nationwide.
This revelation sparks public outcry, pitting big business against vigilant neighborhood voices. You’re suddenly embroiled in a public relations battle even before the first shovel breaks ground.
Whether your project requires city rezoning and approvals or not, public opinion is a formidable opponent. Today’s neighborhood communication channels—Nextdoor and Community Facebook Groups—have opened Pandora’s box, accelerating and amplifying community sentiment. Neighborhood gossip spreads instantly, opinions solidify rapidly and businesses find themselves playing catch-up before their communications team is even aware of what’s happening.
But there’s another path forward. Proactively engaging in public relations before your grand opening can rewrite this story. Rather than being a last-minute consideration, your communications team should be involved from the earliest stages of development. They can strategically develop messaging that genuinely reflects community values, sponsor beloved local events or teams, actively monitor community conversations and build authentic relationships with influential community voices who can advocate positively for your project.
Imagine the possibilities if your PR team were at the table from the start. Instead of fighting to reverse deeply entrenched opinions, you could be welcomed warmly, your brand already woven into the fabric of the neighborhood. The narrative doesn’t have to be one of conflict—it can be one of collaboration, mutual benefit and community enrichment.
In today’s connected and opinion-driven world, the difference between an uphill battle and a celebrated grand opening lies in how early—and how thoughtfully—you engage public relations.
Cayce Kosch is an Integrated Communications Manager at Franco. Connect with her on LinkedIn.
