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Communication campaigns to engage (non-traditional) forest owners: A European perspective

Wilkes-Allemann, Jerylee and Deuffic, Philippe and Jandl, Robert and Westin, Kerstin and Lieberherr, Eva and Foldal, Cecilie and Lidestav, Gun and Weiss, Gerhard and Zabel, Astrid and Zivojinovic, Ivana and Pecurul-Botines, Mireia and Koller, Nancy and Haltia, Emmi and Sarvasova, Zuzana and Sarvas, Milan and Curman, Marta and Riedl, Marcel and Jarsky, Vilem (2021). Communication campaigns to engage (non-traditional) forest owners: A European perspective. Forest Policy and Economics. 133 , 102621
[Research article]

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Abstract

In Europe, private forest owners play an important role in achieving sustainability goals, such as those set by the European Green Deal. Efficient communication and coordination with these actors is therefore central. However, ongoing structural changes in forest ownership have in many cases silenced traditional communication channels, especially those involving owners of small forests. Their economic performance is often negligible at an individual level, yet collectively their forests play a pivotal role in a context of increasing demand for wood products. In this article, we analyse and compare forest campaigns in nine European countries. Specifically, we assess one-way and two-way communication models applying different techniques to engage (non-traditional) forest owners. Our analysis of 34 campaigns shows that (i) one-way communication models are still more widely used in the forest sector to engage non-traditional forest owners than two-way communication models; (ii) one-way communication aims at informing and is effective for short-term awareness raising, while two-way communication aims at persuading and is essential to trigger forest management activities over the long-term, (iii) interactive learning tools can play a crucial role for reaching and engaging (nontraditional) forest owners. We further conclude that campaigns could be improved by having 1) joint campaigns with public and private actors, 2) convincing narratives developed based on a good understanding of forest owners' motivations, 3) adapting the timing of campaigns to windows of opportunities and 4) developing intermediary associations (e. g. non-traditional forest owner associations) as connectors and trust builders between different actors as they play a crucial role in providing information to forest owners and supporting their engagement.

Authors/Creators:Wilkes-Allemann, Jerylee and Deuffic, Philippe and Jandl, Robert and Westin, Kerstin and Lieberherr, Eva and Foldal, Cecilie and Lidestav, Gun and Weiss, Gerhard and Zabel, Astrid and Zivojinovic, Ivana and Pecurul-Botines, Mireia and Koller, Nancy and Haltia, Emmi and Sarvasova, Zuzana and Sarvas, Milan and Curman, Marta and Riedl, Marcel and Jarsky, Vilem
Title:Communication campaigns to engage (non-traditional) forest owners: A European perspective
Series Name/Journal:Forest Policy and Economics
Year of publishing :2021
Volume:133
Article number:102621
Number of Pages:13
Publisher:ELSEVIER
ISSN:1389-9341
Language:English
Publication Type:Research article
Article category:Scientific peer reviewed
Version:Published version
Copyright:Creative Commons: Attribution-Noncommercial-No Derivative Works 4.0
Full Text Status:Public
Subjects:(A) Swedish standard research categories 2011 > 5 Social Sciences > 508 Media and Communications > Communication Studies
(A) Swedish standard research categories 2011 > 5 Social Sciences > 502 Economics and Business > Economics
Keywords:Campaigns, Small-scale forest owners, Communication channels
URN:NBN:urn:nbn:se:slu:epsilon-p-114438
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-p-114438
Additional ID:
Type of IDID
DOI10.1016/j.forpol.2021.102621
Web of Science (WoS)000718844300004
ID Code:26214
Faculty:S - Faculty of Forest Sciences
Department:(S) > Dept. of Forest Resource Management
(NL, NJ) > Dept. of Forest Resource Management
Deposited By: SLUpub Connector
Deposited On:26 Nov 2021 08:25
Metadata Last Modified:26 Nov 2021 08:31

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