Extension Forestry: The Second Bridge

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Abstract
Forestry communication has experienced a major revival in recent years. Forest companies, associations, and government agencies are all joining in the task of creating a "more aware and understanding" general public, with the ultimate goal of developing a broad-based Canadian forestry constituency to support increases in government funding and the development of more progressive policies for the sector. Across the country, public relations and forestry education programs are being targeted for consumption by specific audiences. A review of many of these forestry messages, however, reveals a disturbing tendency towards the delivery of one-way messages.This paper presents a case for practicing communications as a process, rather than a product, and ensuring that future communication initiatives encourage interaction and dialogue with our many publics. It suggests specific guidelines for developing communication programs, and recommends an "equal partners" approach to communications.