The National Innovation Centre for Rural Enterprise (NICRE) will present findings on how language can help or hinder the case for rural investment at the Rural Services Network’s (RSN) National Rural Conference 2024.

NICRE, a supporter of the conference which runs 16-19 September, will detail its ‘Framing Rural’ research which found that if the case is framed well, there is strong public support to ‘level up’ investment in rural areas, even among people living in towns and cities.

As long as the messaging is right, most people are open to the case for investing more in rural areas.

Katherine Lewis, NICRE Research Engagement Manager at the Royal Agricultural University which led the research, will present at the Rural Economy and Regeneration session on 16 September, 1.30-3.30pm. Find out more and register.

Katherine said:

“Our findings suggest that most people, even in towns and cities, are potentially supportive of rural investment when it is framed engagingly.

“With a new Government in place, our research should give added confidence to focus on rural issues and places and we’re pleased to have the opportunity to present it on a national stage at RSN’s conference.”

When shown a range of arguments for investing in rural areas, more than three quarters (76-77%) of the adults in England polled by YouGov as part of NICRE’s research supported putting more resources into those areas, compared to those who were against it (less than 5%).

Even where the trade-off between rural and urban investment was explicit, almost three times as many people (40-44%) supported rural investment than opposed (14-16%) it.

Further evidence from the research suggests the strongest cases for rural investment address the challenges head-on, avoid rhetoric or creating a ‘rural and urban divide’, and as part of a call for access to basic services wherever in the country someone lives.

Respondents to the YouGov poll were shown one of four ‘framing’ statements which positioned rural investment in a way to connect it emotionally with an audience, as based on evidence from focus groups with members of the public. The groups suggested people engaged most with rural issues when advocates used straightforward language, and worked with, rather than against, people’s perceptions of the countryside.

The report found the biggest ‘turn-offs’ were creating division between those living in rural and urban places, and attempts to convince participants of something that went against their existing beliefs.

Kerry Booth, RSN Chief Executive, said: “We are delighted to have NICRE as an esteemed supporter for our National Rural Conference 2024. Their ongoing commitment to enhancing rural enterprise and communities through research and practical insights is invaluable. “NICRE’s work, particularly in exploring how language and communication can influence rural investment, aligns perfectly with our mission to advocate for the needs of rural areas. We were delighted to be part of the research project, exploring the language that we use to influence decision makers.  This research not only highlights the unique challenges faced by these communities but also provides actionable solutions that drive meaningful change. “We are proud to partner with NICRE, whose efforts are making a significant impact on the future of rural development.”

The theme of this year’s conference, which is free to attend for local authorities in membership of the RSN, and members of the Rural Services Partnership, is ‘Delivering for rural - unlocking rural prosperity’. Bookings close at noon on 9 September.

If you would like to check whether your organisation is a member or if you have any queries about the Conference please contact [email protected]