The Challenges of the Forestry Sector Communication Based on an Analysis of Research Studies in the Czech Republic

Abstract

Achieving public support and understanding in addressing the challenges of climate change and the bark beetle calamity is a prerequisite for the successful future of Czech forestry. The most important instrument for achieving public support is communication. To be effective, this communication has to be built on a communication strategy reflecting the long-term goals of forest policy and has to be based on both current analyses and other relevant information, which, in turn, is based on the research results of the public perception of the forests and forestry. This article deals with the results of current research studies and formulates conclusions in relation to this communication strategy. Among other things, these results indicate the willingness of a large part of the public to actively participate in voluntary assistance to forestry, markedly differing opinions among individual groups on forest functions, and rather below-average interest in information concerning forests and forestry.

The perception of an image of the state forest enterprise by general public in chosen region of the Slovak Republic

“…Largely, the public relatively weakly perceived the image of the SFE. Comparable results were provided by Riedl et al (2019) and Krejčí et al (2019) where the public is aware of the declining balance of forests stands in the Czech Republic. In Germany, Sweden and Czech Republic, the public sensibly takes notice of environmental problems in forests such as pollution and climate change (Ranacher et al 2020).…”

“…As Lichý (2013) suggested, SFE's communication with media should be long-term and in cooperation with mainstream media on a regional and national level with all stakeholders (public, experts, NGOs). The longterm character and consistency of the communication with media was also highlighted by Riedl et al (2019). Moreover, the communication of SFE should be proactive (Baerlocher 2020).…”

“…Forestry faces many challenging tasks, among others also how to deal with its decreasing social confidence and marginal public support. In the past, the forester was understood as an honourable person, whereas in the last 50 years the situation has changed and forester as well as forestry are not seen positively, but as an "enemy of the public" (Novotný 2011;Riedl et al 2019). The reason for this remarkable change is mainly seen in unclear public relations between forest community and society.…”

“…As the image is how the forestry community is perceived by the audience, it is a crucial concept in shaping its marketing and especially communications efforts. Communication is the necessary fundamental of all social interactions not only in the forestry sector (Riedl et al 2019) but also it is widely discussed in literature (Ranacher et al 2020). For example, Wilkes-Allemann et al (2021) analysed communication campaigns to engage small-scale non-traditional forest owners in active forest management.…”

Professionals’ Feedback on the PEFC Fair Supply Chain Project Activated in Italy after the “Vaia” Windstorm

“…For instance, Michal et al [18] indicated that knowledge by consumers and interested parties is key to the effectiveness of forest certification, so that it can be a real means of achieving sustainability. In this vein, communication should be performed to share information with stakeholders using long-term strategies aimed at consistency [19].…”