It’s not always easy to explain why cutting a tree down can actually be a good thing for forest health and long-term sustainability. Yet, if we want to gain support for working forests, forest product markets, and Southern Forest landowners, we must learn how to communicate effectively with people who can’t “see the forest for the trees.” Knowing how people view Southern Forests and working – or actively managed – forests was a critical step for Keeping Forests in our work. As part of our Champions and Leaders Strategy, we aim to equip leaders from across multiple sectors with messaging that they can use to bolster their communication efforts while also helping their audiences connect with the role Southern Forests play in issues they already care about.
In 2020, we worked with Lori Weigel of New Bridge Strategy to conduct public opinion research into the most effective ways to talk about Southern Forests with the public. Below are 10 key insights from the research, along with messaging examples that you can apply in your own communication efforts:
- Family Ownership Matters
- Key Insight: Emphasizing the role of family landowner helps audiences understand the personal responsibility and legacy behind forest conservation
- Message Example: “Did you know that 85% of Southern Forests are owned by families and individuals? These families are essential stewards that keep our forests healthy for generations to come.”
- Use the Term “Managed Forests”
- Key Insight: The term “managed forests” is more positively received than alternatives, as it suggests responsible oversight and sustainability.
- Key Message: “Managed forests are carefully overseen to balance environmental protection and sustainable use, ensuring that forests continue to thrive while supporting local economies.”
- Frame Forest Loss in Terms of Development
- Key Insight: Framing forest loss within the context of development makes the issue more relatable and urgent for audiences.
- Key Message: “If current trends continue, 23 million acres of Southern Forests could be lost by 2060 due to development—that’s like losing 19 Grand Canyons worth of forests.”
- Avoid the Phrase “Cutting Down Trees”
- Key Insight: Using the term “harvesting” instead of “cutting down trees” helps soften negative perceptions and reinforces the sustainability of the practice.
- Key Message: “Sustainable harvesting means carefully selecting trees to remove while ensuring the forest is replanted and continues to grow.”
- Focus on Clean Air and Water
- Key Insight: Highlighting the ecosystem services that forests provide, like clean air and water, resonates strongly with people as they understand their importance to their daily lives.
- Key Message: “Southern Forests are natural air and water filters, keeping our air clean and our water safe to drink.”
- Forests as Wildlife Habitats
- Key Insight: By focusing on the role of forests in protecting wildlife, you can create an emotional connection with your audience.
- Key Message: “Southern Forests provide homes for thousands of species, from bald eagles to black bears, making them essential for wildlife conservation.”
- Position Forests as Recreation Spaces
- Key Insight: Framing forests as places for recreation helps people see their personal value and makes the issue more relatable.
- Key Message: “Our forests aren’t just for wildlife—they’re for us too. Whether hiking, camping, or enjoying nature, forests offer something for everyone.”
- Discuss Forests as a Legacy
- Key Insight: Emphasizing the long-term legacy of forest management appeals to people’s values of responsibility and heritage.
- Key Message: “These forests have been in families for generations, carefully managed and preser
- Minimize Focus on Forest Products
- Key Insight: Focusing on the broader environmental and health benefits of forests resonates more strongly than discussing economic benefits.
- Key Message: “While forests provide important materials like lumber and paper, they do so much more—cleaning our air, filtering our water, and providing homes for wildlife.”
- Leverage Trusted Messengers
- Key Insight: Relying on trusted figures like foresters and wildlife experts increases the credibility of your message and fosters greater trust.
- Key Message: “State foresters and wildlife experts are working with landowners to ensure that Southern Forests are managed responsibly for the benefit of people and nature.”
Effectively communicating about Southern Forests is key to driving public support for conservation efforts. By using these research-backed insights and messages, you can craft narratives that resonate with your audience and inspire action. For a deeper dive into effective messaging strategies, check out our Champions and Leaders webinar on YouTube or download the public opinion research results here. Let’s work together to protect Southern Forests and ensure their sustainability for future generations.
