Say it clearly
A good core strategy is written in language that people can understand. This is not always easy within the framework of statutory planning, but if a compelling story is told and priorities are identified clearly the strategy can be presented coherently.
The core strategy can be expressed clearly by:
- using plain English
- prioritising the important issues
- being selective about the information contained
- within the strategy
- using easily read graphics, maps, and photographs.
It is important that the core strategy is clear and concise so that developers, the community, and the local authority understand how the area will be changing and when, as well as their role. Background information should not overburden the core strategy, so be selective.
Graphics (including three dimensional ones) are essential in making the strategy easier to read and understand. By explaining the strategy visually you can reduce the length of the text. Maps can show the topography, urban grain, regional/national context and demographic and movement patterns. Diagrams can express ideas. Photographs can highlight the special qualities of a place. During the development of a strategy, mapping the strategy on a plan can help to clarify ideas and direction.
Questions to think about when saying it clearly
- Does the document use plain English?
- Is the strategy selective in its content?
- Are maps, diagrams and photos used to tell the story of the place, explain the strategy or show benchmarks?
- Are the issues set out and the response to them shown clearly?
- Has the strategy been expressed at different spatial scales so that its implications are understood at the neighbourhood, town, city, sub-regional and regional level?
Why saying it clearly is important for design quality
- Clearly articulating the core strategy using plain English and visual aids will:
- Help everyone understand, engage and contribute to achieving the vision
- Create a clear link through the local development framework of expectations and standards
- Ensure the core strategy is direct about issues that need to be addressed and clear about how they will be dealt with
- Let local people understand what the strategy is and what they can do.
Case studies
City of York Council
York’s ‘preferred options’ document clearly and concisely sets out the local and regional context, the issues that York is facing and the vision for the future of the city.
London Borough of Wandsworth
The London Borough of Wandsworth’s core strategy submission document is well structured and uses plain English and maps throughout to clearly communicate the strategy.
Greater Norwich Development Partnership
Broadland District Council, Norwich City Council, South Norfolk Council supported by Norfolk County Council have produced a joint core strategy submission document that is easy to read, and uses text boxes, images and maps throughout the document to support the spatial vision and strategy.
Read the Greater Norwich Development Partnership case study.
Redcar and Cleveland
Redcar and Cleveland’s core strategy communicates succinctly how the council’s vision for the area will be achieved and by who. The core strategy is clearly worded and makes reference throughout to other guidance and strategies required to help deliver the vision and spatial objectives.