Image of the state forest enterprise LESY SR. Daniel Halaj, Ph.D. Dr. Yvonne Brodrechtova

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1 Image of the state forest enterprise LESY SR Daniel Halaj, Ph.D. Dr. Yvonne Brodrechtova

2 Introduction Trends Environmental awareness Recreational role of the forests Bio-economics: sofisticated products and renewable energy Social acceptance and public support of forestry Behaviour of the forestry community: disunion, amateurism, conflicts Status Shaping forest communication in the EU: public perceptions of forests and forestry, Final report 2009; Novotný Image of the state forest enterprise LESY SR 2

3 Aim of Work & Methods Comparison of the image of the state forest enterprise Lesy SR by the view of its managers at sub-enterprises and general public Forest Enterprise Management (n=23) years (87%) > 61 years (13%) Annual felling: 4 million m 3 Managed forest area: 1.2 million ha (cca 60% of forests) General Public Respondents [n=384; t=1.96; =5%] years (77%) County of Banská Bystrica (90%) Secondary education(62%) Structured questionnaire (Kita 1997; Silverman 2005) Frequency analysis (Rimarčík 2007) Image of the state forest enterprise LESY SR 3

4 Theoretical Concept Physical Evidence Product Price Process IMAGE PR Promotion People Place Image building of a company by marketing mix (according RAFIQ, AHMED 1995) Image of the state forest enterprise LESY SR 4

5 Preliminary Results (i) State forest managers General public 4.35 non-state forest enterprises 36 state forest enterprises Opinion of the general public and state forest managers regarding forest management effectiveness in state and non-state enterprises % % General Public State forests Lesy SR Excellent Good Weak Any Promotion rate Comparison of the opinions on the promotion rate of the national parks and primeval forests by state forest enterprise Lesy SR Image of the state forest enterprise LESY SR 5

6 Preliminary Results (ii) General public Product 4 State forest managers Focus Agency Inquiry in 2008 (n=1000): ( General public opinion on the state enterprise Lesy SR ) Promotion (Communication) Physical Evidence Process People Price Place company plunders forests by increasing the amount of harvested timber (34%) Company manages suspiciously (31%) and shows currupt behaviour by timber trade (31%) Perception of general public and state forest managers relating to marketing strategy of the state forest enterprise LESY SR (2015) Image of the state forest enterprise LESY SR 6

7 Preliminary Results (iii) Silviculture and forest protection Timber felling Nature protection Perception rate low middle high very high Product Forest pest management Forest seed management Forest environmental sevices Game management Biomass production Enterprise management General public State forest managers Price Price policy Timber trade General public and state forest manager s perception of the product/ price strategy of the state forest enterprise LESY SR Image of the state forest enterprise LESY SR 7

8 Preliminary Results (iv) Don't know / Didn't visit I know I visited St. Hubert Days Forestry Educational Trail Museum in St. Anton Forestry and Wood Museum Forest Pedagogics - Trees of Knowledge 0 4 Tree Day Open air museum - Vydrovo % Comparison between public awareness/experience with public relations activities of the state forest enterprise LESY SR Image of the state forest enterprise LESY SR 8

9 Discussion (i) a) The image perception of the state forest enterprise did not change much (2008 vs 2015) b) General public is sensitive to media information c) These information provide non-governmental organizations d) The state forest enterprise does not adquately communicate and inform society about PR activities e) Not only communication policy but the whole marketing strategy is important to improve its image 1. Transparent economic activities, 2. Ethical business behavior and 3. Sustainable forest management policy Image of the state forest enterprise LESY SR 9

10 Discussion (ii) % % forest area/year % forest area/year 1-10% forest area/year Forest fires Storms Wild animals Invasive species Harvesting & management damage <1.0% forest area/year North-West Europe North Europe Central Europe South-East Europe South-West Europe Don't know Others Demages and threats The identification of the factors threaten forests by the perception of the general public in the EU vs document of the state of European forests (The State of Europe s Forests 2007, MCPFE 2007) Image of the state forest enterprise LESY SR 10

11 Discussion (iii) % ? ? First Choice Second Choice Topics The first and second most important topic by general public related to the forests in the EU (2009) Image of the state forest enterprise LESY SR 11

12 Discussion (iv) Tools Simple, clear and atractive messages [20-25%] Media and campaign [25-30%] Challenges Communication skills and expertise in forestry sector [20-25%] Co-ordinate and effective messages [25-30%] Topics Sustainable forest management [25%] Forests and climate change [20-25%] Target groups Politicians [15-20%] Young people [15-20%] Needs Active communication [45-50%] Forestry knowleges[15-20%] The matrix of the forestry communication (the inquiry of experts opinions by Shaping forest communication in the EU, 2009) Image of the state forest enterprise LESY SR 12

13 Thank you! Daniel Halaj, Ph.D. Department of Forest Economics and Management Faculty of Forestry Technical University in Zvolen T. G. Masaryka 24 SK Zvolen Slovak Republic tel.: fax.: Skype account: danielhalaj This research was supported by VEGA project no. 1/0570/ Image of the state forest enterprise LESY SR 13