Fuel Reduction Fuel Reduction Communication Strategies Communication Strategies for Land Managers for Land Managers Carin E. Vadala, Robert D. Bixler Carin E. Vadala, Robert D. Bixler Jeffrey J. Bransford Jeffrey J. Bransford Thomas A.Waldrop Thomas A.Waldrop This study was funded by the Southern Research Station, This study was funded by the Southern Research Station, Center for Forest Disturbance Science Research Work Unit Center for Forest Disturbance Science Research Work Unit
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Fuel Reduction Fuel Reduction Communication Strategies Communication Strategies
for Land Managers for Land Managers Carin E. Vadala, Robert D. BixlerCarin E. Vadala, Robert D. Bixler
Jeffrey J. BransfordJeffrey J. Bransford
Thomas A.WaldropThomas A.WaldropThis study was funded by the Southern Research Station, This study was funded by the Southern Research Station,
Center for Forest Disturbance Science Research Work UnitCenter for Forest Disturbance Science Research Work Unit
IntroductionIntroduction
Increasing need for public involvement in Increasing need for public involvement in management decisions management decisions (Shindler & Mallon 2006)(Shindler & Mallon 2006)
Social science aspect of ecosystem Social science aspect of ecosystem management management Public involvement in decision makingPublic involvement in decision making Social considerations of understanding ecosystems (Endter-Social considerations of understanding ecosystems (Endter-
Importance of communication with Importance of communication with stakeholders on fuel reduction techniquesstakeholders on fuel reduction techniques
Literature ReviewLiterature Review
Stages of Communication Stages of Communication (Ajzen 1992)(Ajzen 1992) include include:: Source CredibilitySource Credibility Characteristics of persons Characteristics of persons
demographics, attitudes of people in fire prone areas, knowledge of demographics, attitudes of people in fire prone areas, knowledge of forest and fire ecology, agencies, and ecological and aesthetic forest and fire ecology, agencies, and ecological and aesthetic perceptions of fuel reduction techniques perceptions of fuel reduction techniques (Shindler & Neburka 1997; Toman, (Shindler & Neburka 1997; Toman, Shindler & Brunson 2006; Toman, Shindler & Reed 2004) Shindler & Brunson 2006; Toman, Shindler & Reed 2004)
Channel of delivery Channel of delivery multiple approaches are neededmultiple approaches are needed Local fire departments, main stream media Local fire departments, main stream media (Brunson & Shindler 2004; (Brunson & Shindler 2004;
Situational FactorsSituational Factors Have a role in local fire planningHave a role in local fire planning Creating defensible space around their homes Creating defensible space around their homes (McCaffrey 2004)(McCaffrey 2004) Use of fuel reduction techniques Use of fuel reduction techniques (Brunson and Shindler, 2004)(Brunson and Shindler, 2004)
Message ContentMessage Content
Literature ReviewLiterature Review Studies of public support and knowledge Studies of public support and knowledge
have concentrated in the Pacific have concentrated in the Pacific Northwest Northwest (Shindler & Neburka 1997; Toman, (Shindler & Neburka 1997; Toman, Shindler & Brunson 2006; Toman, Shindler & Reed Shindler & Brunson 2006; Toman, Shindler & Reed
2004)2004) Little is known in the southern Little is known in the southern
Appalachian region except from the Appalachian region except from the perspective of land managers perspective of land managers (Haines et al (Haines et al 2001)2001)
Problem StatementProblem Statement
The purpose of the study was to identify The purpose of the study was to identify segments of stakeholders involved with forest segments of stakeholders involved with forest issues in the southern Appalachian Mountains issues in the southern Appalachian Mountains based on visual preferences for managed areas, based on visual preferences for managed areas, knowledge, and attitudes about outcomes of knowledge, and attitudes about outcomes of fuel reduction. Then further describe each fuel reduction. Then further describe each segment in ways that help forest managers segment in ways that help forest managers contact and communicate effectively with contact and communicate effectively with them.them.
MethodsMethods
Sampling designed to encourage participation Sampling designed to encourage participation from interested individuals onlyfrom interested individuals only
Initial contact made by mail or internet with Initial contact made by mail or internet with one reminder.one reminder.
Final sample size was 640Final sample size was 640 Cluster analysis used to identify segmentsCluster analysis used to identify segments Additional variables tested across segmentsAdditional variables tested across segments
Results Results Characteristics the three Segments were Characteristics the three Segments were
based on:based on:Categories/Variables (reliability score)
Let NatureTakes itsCourse(LNTC)
Managementfor Human
Benefits(MHB)
Visually Appealing
(VA)
Knowledge of SouthernAppalachian Ecology andFuel Reduction Effects
Medium-.20
High.82
Low-.57
Changes/AcceptabilityFactors
--Decreased soil and waterqualities (.60)
Low-.30
High.31
Medium.08
--Reduction in rhododendron,mountain laurel,wildflowers (.84)
Low-.45
High.83
Medium-.23
Changes/AcceptabilityFactors
LNTCLNTC MHBMHB VAVA
--Improve habitat for non-game animals (.88)
High.41
High.52
Low-1.1
--Easier to see and walk through the forests, new plant growth (.75)
Low-.77
High.87
Medium.12
--Prevent damage from wildfires to property (.83)
Low-.53
High.52
Medium.10
--Residual burn marks on trees and reduced air quality (.78)
Low-.41
High.98
Low-.48
--Improve game habitat, turkey, deer, trout and increase blueberry shrubs (.69)
Low-.11
High.36
Low-.21
--Increase standing dead and downed trees (.78)
Medium.24
High.38
Low-.61
The Segments cont.The Segments cont.
Perceptual evaluation (photo preference scales)
LNTCLNTC MHBMHB VAVA
Charred areas evident with sprouting stumps, moderate visibility (.85)
Medium-.01
High.37
Low-.33
Forest floor with rhododendron , limited visibility (.68)
High.43
Medium-.02
Low-.48
Deep visual penetration, smooth ground surfaces (.72)
Low-.06
High.23
Low-.14
The Segments cont.The Segments cont.
Too Summarize…Too Summarize…
Three robust groups of involved publics were Three robust groups of involved publics were identifiedidentified
Let Nature Take ItsLet Nature Take Its CourseCourse—Prefer—Prefer visually untouched areas, visually untouched areas, intolerant of change, dislike change in species composition .intolerant of change, dislike change in species composition .
Management for HumanManagement for Human BenefitsBenefits—Prefer visually open —Prefer visually open woods with deep visual penetration, management induced woods with deep visual penetration, management induced change acceptable, high knowledge. change acceptable, high knowledge.
……Now, what else do they believe and where and how to Now, what else do they believe and where and how to communicate with them? communicate with them?
Least preferred utilitarian uses of the forestLeast preferred utilitarian uses of the forest Was less likely to support government management of forests, Was less likely to support government management of forests,
yet preferred federal over state managementyet preferred federal over state management camping, kayaking, canoeing, backpacking, mountain biking, camping, kayaking, canoeing, backpacking, mountain biking,
geocaching, trail running, and orienteering as well as wildlife geocaching, trail running, and orienteering as well as wildlife watching, bird watching, viewing wildflowers and nature watching, bird watching, viewing wildflowers and nature photography photography
Visited often, tended to rate the forests of Southern Visited often, tended to rate the forests of Southern Appalachian as moderately healthy, pay moderate attention to Appalachian as moderately healthy, pay moderate attention to and being moderately informed about the forest conditions and being moderately informed about the forest conditions
Members of historical, cultural, environmental and Members of historical, cultural, environmental and preservation groupspreservation groups
Let Nature Take its CourseLet Nature Take its Course
Management for Human BenefitsManagement for Human Benefits
Preferred that forests be managed for Preferred that forests be managed for economic/utilitarian benefits but also non-game economic/utilitarian benefits but also non-game wildlifewildlife
““People should have more respect for forests” People should have more respect for forests” Prefer forest management by state governmentPrefer forest management by state government Fishing and hunting deer, turkey and bear and scored Fishing and hunting deer, turkey and bear and scored
high on many other activitieshigh on many other activities Paid little attention but believe forest is relatively Paid little attention but believe forest is relatively
healthyhealthy Most likely to have heard of mechanical fuel Most likely to have heard of mechanical fuel
reduction and support it as well as prescribed firereduction and support it as well as prescribed fire
Visually AppealingVisually Appealing Moderate in preferences of economic benefits and Moderate in preferences of economic benefits and
limiting forest managementlimiting forest management Least support of government management and Least support of government management and
preferred state management over federalpreferred state management over federal Potentially enjoy the forest less if they knew that a Potentially enjoy the forest less if they knew that a
fire had occurred, regardless of whether the fire was fire had occurred, regardless of whether the fire was prescribed or accidentalprescribed or accidental
Recreational driving, RV camping and horseback Recreational driving, RV camping and horseback riding riding
Believe they are highly informed about forest Believe they are highly informed about forest conditions but are not.conditions but are not.
Visited forests more often Visited forests more often
Fuel ReductionFuel Reduction
Detailed description of knowledge, attitudes and Detailed description of knowledge, attitudes and values of interested publics values of interested publics
Public support of fuel reduction techniques is variedPublic support of fuel reduction techniques is varied Negative public opinion in the southeastern United Negative public opinion in the southeastern United
States is the top ranked barrier to implementing fuel States is the top ranked barrier to implementing fuel reduction reduction (Haines et al 2001)(Haines et al 2001)
Persuasive communication & trust Persuasive communication & trust Develop an open interactive communication strategy Develop an open interactive communication strategy
Judge when and where to use fuel reduction Judge when and where to use fuel reduction techniquestechniques depending on the perceptual characteristics of each depending on the perceptual characteristics of each
technique and who will observe the outcomes technique and who will observe the outcomes Peripheral routes to persuasionPeripheral routes to persuasion
Visually appealing segmentVisually appealing segment Direct routes to persuasionDirect routes to persuasion
Let Nature take Its Course (i.e. nongame issues)Let Nature take Its Course (i.e. nongame issues) Managed for Human Benefit (i.e. both game and nongame)Managed for Human Benefit (i.e. both game and nongame)
Carefully judge who should deliver messages based Carefully judge who should deliver messages based on truston trust
Good luck finding the Visually Appealing Segment!Good luck finding the Visually Appealing Segment!