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Concept
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The Forest Academy communication strategy can be viewed from two angles: forest and society (See figure “The Forest Academy communication strategy”). On the one hand, understanding of forest issues is enhanced by promoting the acceptability of the forest sector’s present strategies and activities.
On the other hand, societal demand for the various benefits and services offered by the forest sector (e.g. in relation to rural development, employment, energy production, biodiversity, climate change) is created through identification of potentials in open, cross-sectoral dialogue.
Accordingly, the Forest Academy communication concept aims bringing a new proactive mode to forest sector communication by aiming at both increasing knowledge of and interest of societal decision-makers for the forest sector (social acceptability), and discovering new ways for the forest sector to support the resolution of societal problems of general importance (raising social demand).
The Forest Academy communication concept can also be viewed from the participants’ point of view. In the beginning of each forum, the participants have been asked how the forum can help to improve their abilities in decision-making related to forestry. The answers can be divided into three main groups mentioned below. Similar emphasis is given to each group.
Accordingly, the strategy of Forest Academy forums is to offer a platform where the participants can
- gain high quality and multiple aspect information,
- participate in open cross-sectoral dialogue and create new personal contacts, and
- form a comprehensive view and broad understanding of the various products and services and societal benefits provided by forests.
As a result of all these three strategic elements new ideas, integrated visions and strategies, and seeds for over-sectoral co-operation emerge.
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 | | Communication concept of the Forest Academy for Decision Makers |
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