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FWRCFWRC

The Forest and Wildlife Research Center at Mississippi State University was established by the MississippiLegislature with the passage of the Renewable Natural Resources Act of 1994. The mission of the centeris to conduct research and technical assistance programs relevant to the efficient management andutilization of the forest, wildlife, and fisheries of the state and region, and the protection andenhancement of the natural environment associated with these resources. The FWRC scientists conductthis research in laboratories and forests administered by the University and cooperating agencies andindustries throughout the country. Research results are made available to potential users through theUniversity’s educational program and through Center publications such as this, which are directed asappropriate to forest landowners and managers, manufacturers and users of forest products, leaders ofgovernment and industry, the scientific community and the general public. Dr. G. Sam Foster is directorof the Forest and Wildlife Research Center.

Authors

Stephen C. Grado is an associate professor in the Department of Forestry at Mississippi State University.His primary research interest is economics of multiple-use forestry management. Marcus K. Measells is aresearch/extension associate and Rachel B. Habig is a graduate research assistant, both in theDepartment of Forestry at Mississippi State University. Louis M. Capella is a professor in the Departmentof Marketing, Quantitative Analysis, and Business Law in the College of Business and Industry at MississippiState University.

Acknowledgements

This research was funded by the Mississippi State Implementation Committee for the Sustainable ForestryInitiative.

To Order Copies

Copies of this and other Forest and Wildlife Research Center publications are available from:

Publications OfficeForest and Wildlife Research CenterBox 9680Mississippi State, MS 39762

Please indicate author(s), title, and publication number if known. Publications can also be found on our web site at http://www.cfr.msstate.edu.

Citation

Grado, S.C., M.K. Measells, R.B. Habig, L.M. Capella. 2002. Values, attitudes, and perceptions of forestindustry constituency groups. Forest and Wildlife Research Center, Bulletin FO211, Mississippi StateUniversity. 19 pp.

Forest and Wildlife Research CenterMississippi State UniversityFWRC

Research BulletinFO211

Values, Attitudes, and Perceptions of

Forest IndustryConstituency Groups

Values, Attitudes, and Perceptions of

Forest IndustryConstituency Groups

by

Stephen C. GradoMarcus K. Measells

Rachel B. HabigLouis M. Capella

Forest and Wildlife Research CenterMississippi State University

Table of Contents

Introduction and Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Public School Teachers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Mississippi Department of Wildlife, Fisheries and Parks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Mississippi Wildlife Federation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Mississippi 2020 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Legislators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Bankers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Loggers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Landowners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Public School Teachers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Mississippi Department of Wildlife, Fisheries and Parks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Mississippi Wildlife Federation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Mississippi 2020 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Legislators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Bankers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Loggers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Landowners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Key Priorities for Immediate Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Future Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

Introduction and MethodsIntroduction and Methods

1

Today, forestry practices face many difficultchallenges ranging from public concerns forharvesting practices, soil erosion, and water qualityto the implications of these practices on wildlifehabitat, particularly tree species diversity andunderstory composition. Further, these practices areconstantly being assessed and questioned by thegeneral public and special interest organizations.The continuing success of commercial forestry as aleading economic activity in Mississippi depends, inpart, on a successful communication and educationprogram by the forestry community for constituencygroups and the general public. Such a programshould describe science-based forestry practicesand their goals and applications. This shouldeliminate false information and counterproductiveactivities that undermine the profession and thelivelihood of those employed in it.

Any plan of action to promote forestryeducation should be undertaken by the entireforestry community; that is, large privatecorporations, smaller firms, public agencies andorganizations, non-governmental organizations, anduniversities. In light of market pressures for "green"wood products and activities opposing appropriateforest practices in other regions of the nation andthe world, Mississippi's forestry community should beproactive in its relations with constituencies tominimize further constraints on forestry activities inthe state. The forestry community must developnew partnerships with its constituencies to facilitatethe way it does business in the future.

An industry funded study conducted by theDepartment of Forestry identified the values,attitudes, and perceptions of constituents regardingforestry and the forest industry in Mississippi. Theseconstituencies included teachers, public agencies,loggers, nonindustrial private forest landowners,conservation/environmental groups, bankers, andlegislators. These groups were chosen after athorough review of the literature in combination withknowledge on the part of the researchers of thecurrent relationships between the forestrycommunity and other state entities. The study also

investigated the appropriate communicationmethods and messages preferred by eachconstituency group when receiving informationabout forestry.

Fifteen focus group sessions were conductedwith constituency groups in Mississippi to discussissues relating to forestry and the forest industry. Thefocus group distribution was teachers (n=4), publicagencies (n=3), loggers (n=2), nonindustrial privateforest landowners (n=2), conservation/environmentalgroups (n=2), bankers (n=1), and legislators (n=1).Information derived from these sessions was used todevelop a unique mail questionnaire for eachgroup. In general, all groups were responsive withthe exception of some environmental groups. Oneprominent environmental group participated in afocus group session, however, for various reasonsseveral environmental groups declined toparticipate in the mail surveys.

A student makes paper at the Wood Magic ScienceFair.

ResultsResults

2

Survey results for each constituency groupsummarizes mail questionnaire response rates (Figure1) on perceptions of forestry and forest industry andits employees, attitudes toward forestry and forestindustry, preferred communication methods andmessages for constituencies, and their thoughts onthe Sustainable Forestry Initiative (SFI). SFI is a forestcertification program initiated by the AmericanForest and Paper Association. In addition, theconstituency groups provided a series ofrecommendations for action on the part of theforest community.

Public School TeachersMississippi public school teachers were sent mail

questionnaires (n=1,515) in August 2000. Twelvesurveys were returned as undeliverable. Of theremaining 1,503 questionnaires, 676 were returnedfor a response rate of 45%. Results of teacherresponses were summarized as a group and byeach of the following grade categories: pre-kindergarten through 3rd grade, 4th through 8thgrade, 9th through 12th grade, and other categories(i.e., 4-12th grade, administrators, and specialeducators).

Perceptions. Teachers (n=676) were asked toassociate themes with forestry and forest industry.All 676 teachers provided a response. Themesreceiving the most responses were "Timber/trees"(97%), "Harvesting/logging" (89%), and "Timberland"(82%) (Appendix 1). Theme associations for pre-kindergarten through 3rd were the same as teachersoverall. The three themes identified most frequentlyby 4th through 8th grade teachers were the samebut also included "Replanting" and "Paper products."

For teachers of 9th through 12th grades, the top twochoices were identical but the remaining themeswere "Tree farms," "Timberland," and "Replanting."

Teachers were asked to select workers theyassociated with the forest industry. All 676 teachersresponded. Overall, associated workers included"Foresters" (94%), "Harvesters/loggers" (93%), and"Tree farmers" (92%) (Appendix 2). By gradecategory, associated workers were the same for 9ththrough 12th grade. However, associated workersidentified by 4th through 8th grade were"Harvesters/loggers," "Foresters," "Tree farmers," "Treeplanters," and "Forest managers." For pre-kindergarten through 3rd, it was "Tree farmers,""Foresters," "Harvesters/loggers," "Tree planters," and"Forest managers."

Attitudes. Most teachers (n=669 or 99%) expressedtheir personal attitudes toward forest industry (Figure2). Overall, teachers had either a "Positive" attitude(45%) or a "Somewhat positive" attitude (25%) while27% had a "Neutral" attitude. The remainingteachers had a "Somewhat negative" (2%) or"Negative" (1%) attitude. Of the pre-kindergartenthrough 3rd grade teachers (n=129) who expressedtheir attitudes, 46% had a "Positive" attitude, 23%had a "Somewhat Positive" attitude, 28% had a"Neutral" attitude, 2% had a "Somewhat negative"attitude, and 1% had a "Negative" attitude. Of the4th through 8th grade teachers (n=244), 45% had a"Positive" attitude, 25% a "Somewhat Positive"attitude, 27% a "Neutral" attitude, 3% a "Somewhatnegative" attitude, and less than 1% a "Negative"attitude. Of the 9th through 12th grade teachers(n=222), 44% had a "Positive" attitude, 26% a"Somewhat Positive" attitude, 27% a "Neutral"attitude, 2% a "Somewhat negative" attitude, and1% a “Negative" attitude.

0 10 20 30 40 50

Negative

Somewhat Negative

Neutral

Somewhat Positive

Positive

Figure 2. Teacher Attitudes toward Forestry and Forest Industry (2000-2001).Percent

0 10 20 30 40 50 60 70 80

Landowners

Loggers

Bankers

Legislators

MS2020

MWF

MDWFP

Teachers

Percent

Figure 1. Survey Response Rates by Constituency Group (2000-2001).

3

Preferred Communication Methods and Messages.All teachers (n=676) responded to a questionconcerning appropriate methods forcommunicating information on forestry and theforest industry to teachers. Overall, "School visits"(80%), "Provide educational materials" (77%), and"Partnerships with schools" (73%) were the mostrecommended methods (Appendix 3). By gradecategory, these preferences were the same for pre-kindergarten through 3rd. For 4th through 8th, therecommendations were "Provide educationmaterials," "School visits," "Partnerships with schools,""Educational programs/materials," and "Industrialtours/field trips." For 9th through 12th, therecommendations were "School visits," "Partnershipswith schools," "Provide educational materials,""Educational programs/materials," and "Industrialtours/field trips."

A majority of teachers (n=640 or 95%) respondedto the question concerning materials or activitiesthey would use or request to tell the forest industrystory to students. Overall, teachers desired "Fieldtrips" (73%), "Videos" (71%), and "Educationalmaterials" (66%). By grade category, pre-kindergarten through 3rd grade listed "Field trips,""Videos," "Hands on materials," "Educationalmaterials," and "Books." Fourth through 8th listed"Field trips," "Videos," "Hands on materials,""Educational materials," and "Guest lecturers." Ninththrough 12th listed "Field trips," "Videos," "Guestlecturers," "Educational materials," and "Hands onmaterials."

Teachers (n=676) believed forest industry shouldinclude a wide variety of issues in media messagestargeted to teachers about forestry. Overall, the"Environment" (74%), "Wildlife habitat" (71%), and"Wildlife" (58%) were topics that received the highestpriority (Appendix 4). These topics were the samefor 4th through 8th and 9th through 12th. For pre-kindergarten through 3rd, the top four topics wereidentical but the fifth was "Do the right things."

Most teachers (n=632 or 94%) thought it wouldbe beneficial to tell the forest industry story tostudents. By grade category, 98% of pre-kindergarten through 3rd grade, 98% of 4th through8th, and 93% of 9th through 12th felt it would bebeneficial.

SFI. Most teachers (n=654 or 97%) responded to thequestion pertaining to knowledge of SFI. SFI wasrecognized by only 3% of teachers while theremaining 97% had never heard of the program(Figure 3). One percent of pre-kindergarten through3rd grade teachers were aware of SFI while 3% of4th through 8th and 6% of 9th through 12th wereaware.

Most of the teachers (n=19) that had heard ofSFI provided an opinion on what they thought wereSFI goals. Responding to an open-ended questionon these goals, teachers generally thought theyrevolved around forest and protection.

Of these teachers, 41% believed industry wascurrently meeting SFI goals while 36% felt industrywas not meeting these goals and 23% did notrespond (Figure 4). Fifty percent of 9th through 12thand 38% of 4th through 8th felt industry was meetingSFI goals.

0

20

40

60

80

100

NoYes

Figure 3. SFI Awareness by Teachers (2000-2001).

Perc

ent

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10

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30

40

50

No ResponseSomewhatNoYes

Figure 4. "Meeting SFI Goals" by Teachers (2000-2001).

Perc

ent

4

Mississippi Department of Wildlife, Fisheriesand Parks (MDWFP)

Mail questionnaires (n=382) were sent to MDWFPpersonnel in November 2000. Two surveys werereturned as undeliverable. Of the remaining 380questionnaires, 236 were returned for a responserate of 62%. Results for MDWFP personnel aresummarized as a group and by category (i.e.,administrators, technical staff or wildlife biologists,and conservation officers).

Perceptions. MDWFP personnel (n=236) were askedto associate themes with forestry or forest industry.Overall, the themes receiving the most responseswere "Timber/trees" (92%), "Harvesting/logging"(89%), and "Clear-cutting" (75%), (Appendix1).Theme associations were similar for conservationofficers to the agency as a whole. Technical stafflisted "Timber/trees," "Harvesting/ logging," "Papermills," "Clear-cutting," and "Sawmills." Administratorslisted "Timber/trees," "Harvesting/ logging,""Replanting," "Clear-cutting," and "Timberland."

All personnel (n=236) provided responses abouttypes of employees they associated with forestindustry. Overall, the top associations included"Harvesters/loggers" (94%), "Foresters" (91%), and"Tree planters" (82%) (Appendix 2). By jobdescription, the top employee associations were thesame for conservation officers and the agency.However, the technical staff associated "Foresters,""Harvesters/loggers," "Tree planters," "Timber buyers,"and "Forest managers." Administrators associated"Harvesters/loggers," "Foresters," "Tree farmers," "Treeplanters," and "Timber buyers."

Attitudes. Overall, most individuals (n=233 or 99%)expressed their personal attitude toward forestindustry (Figure 5). Few (27%) had a "Positive"attitude while 26% had a "Somewhat positive"attitude. Twenty-five percent reported a "Neutral"attitude while 15% had a "Somewhat negative"attitude and the remaining 7% had a "Negative"attitude. Of the conservation officers (n=180)reporting attitudes, 30% had a "Positive" attitude,30% had a "Somewhat Positive" attitude, 24% had a"Neutral" attitude, 11% had a "Somewhat negative"attitude, and 5% had a "Negative" attitude. Of the38 technical staff, 18% had a "Positive" attitude, 11%

had a "Somewhat Positive" attitude, 24% had a"Neutral" attitude, 34% had a "Somewhat negative"attitude, and 13% had a "Negative" attitude. Of the14 administrators, 22% had a "Positive" attitude, 7%had a "Somewhat Positive" attitude, 50% had a"Neutral" attitude, 7% had a "Somewhat negative"attitude, and 14% had a "Negative" attitude.

Preferred Communication Methods and Messages.Of the respondents (n=219 or 93%), felt it would bebeneficial for forest industry to communicateinformation on their timber and wildlifemanagement practices to the MDWFP. Alladministrators (n=15) reported it would be beneficialwhile 95% of technical staff and 93% of conservationofficers felt the same way.

All personnel (n=236) indicated industry shoulduse communication methods and activities such as"Educational programs/materials" (56%),"Partnerships with the MDWFP" (55%), and"Workshops" (53%) to communicate with the MDWFPin general (Appendix 3). The top fourcommunication methods for administrators were thesame while the fifth was "Newspaper articles."However, the top methods for conservation officerswere "Educational programs/materials," "Workshops,""Partnerships with the MDWFP," "Presentations," and"Industrial tours/field trips." The top methods fortechnical staff included "Partnerships with theMDWFP," "Truth in advertising," "Educationalprograms/materials," "Industrial tours/field trips," and"Workshops."

All respondents (n=236) indicated the topicsthey believed forest industry should incorporate intoeducation and communication activities. The topmedia topics recommended were "Wildlife habitat"(93%), "Wildlife" (81%), and "Environment" (56%)

0 5 10 15 20 25 30

Negative

Somewhat Negative

Neutral

Somewhat Positive

Positive

Figure 5. MDWFP Attitudes toward Forestry and Forest Industry (2000-2001).

Percent

5

(Appendix 4). The top three topics were the sameby job description. However, the fourth and fifthcategories for conservation officers were"Harvesting" and "Regeneration." Likewise, thetechnical staff also listed "Water quality" and"Biodiversity," and administrators listed "Water quality"and "Do the right things."

SFI. Of the personnel (n=225) responding to thequery of their knowledge of SFI, it was recognized by27% while 73% were unaware of the program (Figure6). Those aware of SFI included 19% of theconservation officers, 59% of technical staff and 40%of administrators.

MDWFP personnel (n=63) with knowledge of SFIindicated what they thought were the basicprinciples of SFI. Overall, the top principles were"Sustainable forestry" (79%), "Responsible practices"(73%), "Forest health and productivity" (70%), "Publicrelations" (60%), and "Continual improvement" (51%).The top principles were the same for administrators.However, conservation officers listed "Sustainableforestry," "Forest health and productivity,""Responsible practices," "Continual improvement,"and "Use of new technologies." The technical stafflisted "Public relations," "Sustainable forestry,""Responsible practices," "Forest health andproductivity," and "Continual improvement."

Of the individuals (n=63) with an awareness ofSFI, 30% believed forest industry was currentlymeeting SFI goals, 60% felt goals were not beingmet, 2% felt goals were somewhat being met, and8% did not respond (Figure 7). Fifty-three percent ofconservation officers, 82% of technical staff, and75% of administrators did not believe SFI goals werebeing met.

Mississippi Wildlife Federation (MWF)Mail questionnaires (n=1,000) were sent in March

2001 to the MWF, a hunting, fishing, andconservation organization with 3,592 members in thestate. Twenty-four surveys were undeliverable, and470 completed surveys were returned for a responserate of 48%.

Perceptions. All MWF members (n=470) respondedwhen asked to make associations with forestindustry. The themes receiving the most responseswere "Timber/trees" (96%), "Harvesting/logging"(92%), and "Timberland" (86%) (Appendix 1).

All members (n=470) responded to the questionconcerning employees they associated with forestindustry. "Harvesters/loggers" (97%), "Foresters" (94%),and "Tree planters" (89%) were the top job typesassociated with forest industry (Appendix 2).

Attitudes. Members of MWF were asked theirpersonal opinions of the forest industry (Figure 8).Most members (n=465 or 99%) answered thisquestion. The majority of MWF members, 51%, had a"Positive" attitude and an additional 24% had a"Somewhat positive" attitude. Thirteen percent had"Neutral" feelings, 8% listed a "Somewhat negative"attitude, and 3% had a "Negative" attitude.

0

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70

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NoYes

Figure 6. SFI Awareness by MDWFP (2000-2001).

Perc

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40

50

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No ResponseSomewhatNoYes

Figure 7. "Meeting SFI Goals" by MDWFP (2000-2001).

Perc

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Preferred Communication Methods and Messages.Most members (n=442 or 94%) responded to thequestion asking if it would be beneficial for forestindustry to communicate their timber and wildlifemanagement practices to the group. The answerwas "Yes" for 91%. Only 9% felt it would not bebeneficial.

All members listed methods that forest industrycould use to communicate with MWF in general.The most frequent replies were "Educationalprograms/materials" (47%), "Partnerships with MWF"(47%), and "Magazine articles" (46%) (Appendix 3).

All MWF members listed potential messages foruse in communications. "Wildlife habitat" (86%) waschosen most often. "Wildlife" (76%), and"Environment" (61%) were the others most frequentlylisted (Appendix 4).

SFI. Most MWF members (n =446 or 95%) answeredthe question on whether they had heard of SFI(Figure 9). Of these, 30% answered "Yes," while 70%had not heard of SFI. MWF members (n=133 or 29%)who were aware, gave their idea of the basic SFIprinciples. The most chosen principles were"Sustainable Forestry" (85%) followed by "Responsiblepractices" (70%), "Forest health and productivity"(69%), "Continual Improvement" (48%), and "Use ofnew technologies" (47%). MWF members (n=109 or23%) also gave their opinion of whether industry wasmeeting SFI goals (Figure 10). Forty-five percent feltthat SFI goals were being met while 36% did not and19% did not respond.

Mississippi 2020 (MS 2020)Mail questionnaires (n=197) were sent in April

2001, to members of MS 2020, a grass rootsorganization concerned with overall sustainability.Of these, three surveys were undeliverable. Of theremaining 194 surveys, 129 were returned for aresponse rate of 67%.

Perceptions. All members (n=129) responded to thequery on what "Forest industry" meant to them. Theylisted "Harvesting/logging" (97%), "Timber/trees"(92%), and "Tree farms" (89%) as themes receivingthe most response (Appendix 1).

0 10 20 30 40 50 60

Negative

Somewhat Negative

Neutral

Somewhat Positive

Positive

Figure 8. MWF Attitudes toward Forestry and Forest Industry (2001).

Percent

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20

30

40

50

60

70

80

NoYes

Figure 9. SFI Awareness by MWF (2001).

Perc

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0

10

20

30

40

50

No ResponseSomewhatNoYes

Figure 10. "Meeting SFI Goals" by MWF (2001).

Perc

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7

When asked to associate jobs with forestindustry, all 129 members answered. They chose"Harvesters/loggers" (97%), "Tree farmers" (92%), and"Foresters" (88%) as the top associated jobs(Appendix 2).

Attitudes. Most members (n=127 or 98%) of MS 2020responded to the question asking for their attitudestoward forest industry (Figure 11). Seventeenpercent expressed a "Positive" attitude and 12% hada "Somewhat positive" attitude. Twenty-five percenthad a "Neutral" attitude, 29% had a "Somewhatnegative" attitude, and 17% had a "Negative"attitude.

Preferred CCommunication MMethods aand MMessages.A question on whether it would be beneficial forforest industry to share information on their timberand wildlife management practices was answeredby 119 members. A majority (93%) answered "Yes"and 5% answered "No." Two percent were unsure.

MS 2020 members were asked to indicate theirpreferred methods of receiving informationpertaining to forest industry. All members (n=129)responded. "Partnerships with MS 2020" were mostpopular, with 58% choosing this method."Educational programs/materials" (55%), and"Industrial tours/field trips" (47%) were the next twochoices (Appendix 3). All 129 members respondedto the question relating to messages forest industryshould address. These included the "Environment"(73%), "Wildlife habitat" (70%), and "Ecologicalprocesses (62%) (Appendix 4).

SFI. Most members (n=123) responded to thequestion on whether they had heard of SFI (Figure

12). Of these, 27% had heard of SFI, 72% wereunfamiliar with the term, and 1% were unsure.

The question concerning the basic principles ofSFI was answered by 34 members. "Sustainableforestry" (94%) was the top principle cited. "Foresthealth and protection" (76%), "Responsible practices"(74%), "Continual improvement" (68%), and "Use ofnew technologies" (62%) were other categories mostfrequently chosen. Thirty members answered thequestion concerning whether forest industry wasmeeting SFI goals (Figure 13). Few believed industry(18%) was currently meeting SFI goals. In contrast,70% thought the stated goals were not being metand 12% did not respond.

0 5 10 15 20 25 30

Negative

Somewhat Negative

Neutral

Somewhat Positive

Positive

Figure 11. MS 2020 Attitudes toward Forestry and Forest Industry (2001).

Percent

0

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60

70

80

NoYes

Figure 12. SFI Awareness by MS 2020 (2001).

Perc

ent

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70

80

No ResponseSomewhatNoYes

Figure 13. "Meeting SFI Goals" by MS 2020 (2001).

Perc

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8

LegislatorsMail questionnaires (n=174) were sent to the

Mississippi Legislature during May 2001. Seventy-twosurveys were returned for a response rate of 41%.

Perceptions. Legislators (n=72) were asked to maketheme associations with forestry and forest industry.Legislators listed "Timber/trees" (99%), "Harvesting/logging" (94%), and "Tree farms" (90%) as top choices(Appendix 1).

All legislators (n=72) listed employees theyassociated with forest industry. The top employeecategories were "Harvesters/loggers" (97%),"Foresters" (94%), and "Tree planters" (90%) (Appendix2).

Attitudes. Personal attitudes toward forest industrywere expressed by all legislators (n=72) (Figure 14).Seventy-five percent had a "Positive" attitude, 18%had a "Somewhat positive" attitude, and 7% had a"Neutral" attitude. No one reported a "Somewhatnegative" or a "Negative" attitude.

Preferred CCommunication MMethods aand MMessages.When asked if it would be beneficial for forestindustry to communicate information about theirtimber and wildlife management practices to theMississippi Legislature, 96% felt it would be beneficialwhile 3% said it would not and 1% were undecided.

All legislators (n=72) responded to the questionabout communication methods. Theyrecommended forest industry use "Presentations"(43%), "Meetings" (40%), and "Industrial tours/fieldtrips" (40%) to communicate with Mississippilegislators (Appendix 3). All legislators (n=72)

responding provided topics they felt forest industryshould use in messages targeted toward them. Themost recommended topics were on "Regeneration"(51%), "Harvesting" (50%), and "Wildlife habitat" (49%)(Appendix 4).

SFI. Legislators (n=70) responded to the questionpertaining to knowledge of SFI (Figure 15). Only 37%had knowledge of SFI while 63% were not aware.The legislators (n=26) with knowledge of SFIindicated what they believed were the basicprinciples of SFI. The top principles were "Sustainableforestry" (89%), "Responsible practices" (89%),"Continual improvement" (69%), and "Use of newtechnologies" (54%). Of the legislators (n=26) whowere aware of SFI, 38% believed industry wasmeeting SFI goals, 38% felt it was not, 12% felt it wasmeeting the goals somewhat, and 12% did notrespond (Figure 16).

0 10 20 30 40 50 60 70 80

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Positive

Figure 14. Legislators Attitudes toward Forestry and Forest Industry (2001).

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Figure 15. SFI Awareness by Legislators (2001).

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Figure 16. "Meeting SFI Goals" by Legislators (2001).

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9

BankersMail questionnaires (n=500) were sent to

Mississippi bankers during May 2001. Fifty-nine wereundelivered due to insufficient addresses. Of theremaining 441 surveys, 189 were returned for aresponse rate of 43%.

Perceptions. All bankers (n=189) made themeassociations with forestry and forest industry. Bankerslisted "Timber/trees" (96%), "Timberland" (85%), and"Harvesting/logging" (83%) as top choices (Appendix1).

All bankers (n=189) listed employees theyassociated with forest industry. The top employeeswere "Harvesters/loggers" (88%), "Foresters" (88%),and "Tree farmers" (86%) (Appendix 2).

Attitudes. All bankers (n=189) expressed theirpersonal attitudes toward forest industry (Figure 17).Forty-three percent had a "Positive" attitude while33% had a "Somewhat positive" attitude and 24%had a "Neutral" attitude. Of note, no bankersreported a "Somewhat negative" or a "Negative"attitude.

Preferred CCommunication MMethods aand MMessages.Most bankers (n=181) responded to the question ofwhether it would be beneficial for forest industry tocommunicate information about their timber andwildlife management practices to bankers. Amajority (82%) felt it would be beneficial while 18%said it would not.

Bankers (n=148) who thought it would bebeneficial, recommended forest industry use"Pamphlets/brochures" (41%), "Presentations" (39%),and "Meetings" (37%) to communicate with

Mississippi bankers (Appendix 3). All bankers (n=189)provided topics they felt forest industry should use inmessages targeted toward bankers. The mostrecommended topics were "Markets" (50%), "BusinessDiversification" (46%), and "Environment" (44%)(Appendix 4).

SFI. A majority of bankers (n=177) responded to thequestion pertaining to knowledge of SFI (Figure 18).Seven percent had knowledge of SFI while 93% werenot aware. The bankers (n=13) with knowledge ofSFI indicated what they believed were the basicprinciples of SFI. The top principles were "Sustainableforestry" (85%), "Forest health and productivity" (69%),"Responsible practices" (54%), and "Public relations"(39%). Of the bankers (n=13) who were aware of SFI,54% believed industry was meeting SFI goals.Twenty-three percent felt industry was not, 15% didnot respond, and 8% were neutral (Figure 19).

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Figure 17. Bankers Attitudes toward Forestry and Forest Industry (2001).

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Figure 18. SFI Awareness by Bankers (2001).

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Figure 19. "Meeting SFI Goals" by Bankers (2001).

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10

LoggersMail questionnaires (n=588) were mailed to

Mississippi Loggers Association members in October2000. Of these mailings, 68 surveys wereundeliverable, due in part to logging firm failures. Ofthe remaining 520 surveys, 177 were returned for aresponse rate of 34%.

Perceptions. Loggers were asked to list themes theyassociated with forest industry. All loggers (n=177)responded to the question and listed"Harvesting/logging" (91%), "Sawmills" (83%), and"Paper mills" (83%) as the top responses (Appendix1).

Loggers (n=177) were asked which jobs theyassociated with forest industry. They selected"Loggers" (99%), "Timber buyers" (92%), and"Foresters" (92%) as the top categories (Appendix 2).

Attitudes. Most loggers (n=174 or 98%) responded tothe question regarding their attitude toward forestindustry (Figure 20). Over half (54%) had a "Positive"attitude, 18% had a "Somewhat positive" attitude,and 17% expressed a "Neutral" attitude. Six percenthad a "Somewhat negative" attitude and 5% had a"Negative" attitude.

Preferred CCommunication MMethods aand MMessages.Loggers (n=177) were asked to indicate theirpreferred methods of receiving informationpertaining to forest industry and its practices."Educational programs/materials" were most popularwith 60% choosing this method. “Publications/magazines" (53%), and "Workshops" (48%) were theremaining top choices (Appendix 3).

All loggers (n=177) responded to the question

relating to communication messages. Loggers feltmessages should be designed to include informationon the "Social approval of logging" (69%),"Harvesting" (60%), and messages indicating thatindustry would "Do the right things" (57%) (Appendix4).

SFI. Most loggers (n=174) responded to the questionon whether they had heard of SFI (Figure 21).Ninety-five percent had heard of SFI while 5% wereunfamiliar with the concept.

Loggers (n=164) addressed the questionconcerning the basic principles of SFI. "Responsiblepractices" were believed by 67% to be the topprinciple. "Sustainable forestry" (64%), "Publicrelations" (59%), "Forest health and productivity"(54%), and "Continual improvement" (47%) wereothers most frequently chosen.

Loggers (n=162) also voiced their opinion aboutwhether SFI goals were being met (Figure 22). Sixtypercent believed forest industry was meeting SFIgoals. In contrast, 36% did not believe SFI goalswere being met by industry, and 4% felt they werebeing met to some degree.

Loggers (n=164) gave their opinions of the mostbeneficial aspects of SFI training. A majority (68%)felt the Best Management Practices (BMP's) portionof SFI training was the most beneficial aspect to theirprofession while 54% felt the "Business management"portion would benefit them. Loggers (n=165)responded to a question asking about the futureeffectiveness of SFI. Thirty-three percent thought itwill be "Somewhat effective," 32% "Moderatelyeffective," 18% "Very effective," and the remainingthought it will have "Little effect" (13%) or "No effectat all" (4%).0 10 20 30 40 50 60

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Figure 20. Loggers Attitudes toward Forestry and Forest Industry (2000-2001).

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Figure 21. SFI Awareness by Loggers (2000-2001).

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11

LandownersMail questionnaires (n=1,001) were sent to

members of County Forestry Associations (CFA's) inJune 2001. Twenty surveys were undeliverable and549 surveys were returned for a response rate of56%. Of these, 491 were forest landowners. Only11% did not own forestland.

Perceptions. Landowners (n=491) were asked tomake associations with forest industry. The mostcommon choices were "Timber/trees" (91%),"Harvesting/logging" (84%), and "Timberland" (83%)(Appendix 1).

All (n=491) reported employees they associatedwith forest industry. "Harvesters/loggers" (95%),"Foresters" (91%), and "Tree planters" (86%) were theother top choices (Appendix 2).

Attitudes. Landowners (n=491) were asked theirpersonal attitudes toward forest industry (Figure 23).Of the responses to this question, 72% had a"Positive" attitude and 22% had a "Somewhatpositive" attitude. Five percent had a "Neutral"attitude, and 1% had a "Somewhat negative"attitude. Only one landowner had a "Negative"attitude (<1%).

Preferred CCommunication MMethods aand MMessages.Of the landowners (n=467) responding, 91% felt itwould be beneficial for forest industry tocommunicate their timber, wildlife, andprocurement practices to landowners.

All landowners (n=491) responded to thequestion relating to the most preferred method ofcommunication for landowners in general. Topchoices were "Workshops" (58%), "Educationalprograms/materials" (55%), and "Industrial tours/fieldtrips" (52%) (Appendix 3).

Landowners (n=491) listed potential messages foruse in communication efforts. "Regeneration" (71%)was the most popular choice. "Harvesting" (67%),and "Wildlife habitat" (61%) were the other topchoices (Appendix 4).

SFI. Landowners were asked if they were familiarwith SFI (Figure 24). Of the landowners responding(n=468), 45% had heard of SFI while 55% had not.Landowners (n=212) responded to the questionconcerning SFI principles. Eighty-nine percentconsidered "Sustainable forestry" the top principle.Other top responses included "Responsiblepractices" (85%), "Forest health and productivity"(72%), "Continual Improvement" (68%), and "Publicrelations" (57%). When landowners (n=204) wereasked if forest industry was meeting its stated goals,54% thought industry was successful, 42% thoughtindustry was not successful, 3% were unsure, and 1%did not respond (Figure 25).

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Figure 22. "Meeting SFI Goals" by Loggers (2000-2001).

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Figure 23. Landowners Attitudes toward Forestry and Forest Industry (2001).

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Each constituency group will require uniquecommunication and education efforts. In somecases, sub-groups within a constituency group willrequire varying approaches. In general, theseefforts must address any false perceptions alreadyheld. Each group must be viewed in the context ofwhat they believe is factual information. Thosebeliefs may need to be contrasted with reality.

Communication and education efforts are notintended to be implemented all at once.Constituency groups need to be prioritized in termsof which group requires the most attention.Hopefully, communication and education willtranslate into more permanent and lasting changesin the ways industry does business andcommunicates their activities to each group,communities, and the general public.

Public SSchool TTeachersTeachers perceived forestry and forest industry

on a broad scale and were not as aware of thebenefits of production forestry (e.g., employment) as

they were of its effects. However, this studyindicated Mississippi public school teachers had anoverall positive attitude toward forestry and forestindustry. Future communication and educationalprograms should be aligned with communicationmethods preferred by teachers and concentrate onthose areas teachers view as troublesome or inwhich they are uninformed. They need to beinformed about the circular "ecological" andproduction processes of forestry (This idea can beinfused into the themes and methods for all groups.).

Partnerships with other organizations as well aspublic schools will be key in effectivelycommunicating the benefits associated with forestryand forest industry to Mississippi's public schoolteachers and students. This important constituencygroup currently has positive attitudes towards forestindustry. The forestry community must takeadvantage of positive teacher attitudes andincrease its efforts to provide materials and/oractivities to maintain and improve them. Mediacampaigns and activities should be joint ventures

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Figure 24. SFI Awareness by Landowners (2001).

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Figure 25. "Meeting SFI Goals" by Landowners (2001).

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RecommendationsRecommendations

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between corporate forest industry and organizationssuch as the Mississippi Forestry Commission, the U.S.Forest Service, the Mississippi Department of Wildlife,Fisheries and Parks, and Mississippi State University’sForest and Wildlife Research Center. Thesepartnerships are important because Mississippi publicschool teachers listed them as credible sources ofinformation. Also, these organizations have theability to disseminate forestry-related information tovarious groups throughout the state. It is apparentfrom previous studies that there were instances inwhich the forestry community has not been activelyinvolved in educational programming resulting in anunbalanced curriculum relating to forestry issues.The forestry community also needs to do a betterjob informing teachers about positive forestryactivities that have benefited education. Forinstance, no mention was made in the focus groupsor the survey results about the contributions of 16th-section lands to the funding of education inMississippi.

Communication methods and messages shouldbe on a grade-specific level to effectivelycommunicate to students. For instance, youngerstudents would not be interested in the economicbenefits of forest industry and related employmentwhile high school students may be more interestedin that information. A comparison betweencommunication methods for 4th through 8th and 9ththrough 12th grade teachers indicated similarities inthat both groups prefer "Field trips" and "Videos" asthe preferred classroom methods for use withstudents. However, differences between these twogroups appeared in the order of preference for theremaining communication methods. Fourth through8th grade teachers preferred "Hands on materials,""Educational materials," and "Guest lecturers" while9th through 12th grade teachers preferred "Guestlecturers," "Educational materials," and "Hands onmaterials." Materials for students should be relevantand flexible for different teaching styles.

The forestry community also needs to focus itscommunication and education efforts to reachthose teachers who had negative or neutralattitudes. While the majority of teachers had apositive attitude toward forest industry, and feltcertain forest-based activities were done well, theyalso believed there were a number of activities that

could be improved. In general, teachers believedforest industry does a good job of"Replanting/regeneration" (73%), "Conservation"(63%), and "Harvesting" (58%). However, they felt"Habitat destruction" (49%), "Erosion" (46%), and"Environmental destruction" (45%) were activities inneed of improvement. Teachers with negativeattitudes felt "Environmental destruction" (100%),"Regeneration" (60%), "Watershed protection" (60%),and "Tree species diversity" (60%) were activities inneed of improvement.

Interestingly, activities in need of improvementalso were the same as environmental problemsMississippi public school teachers in generalassociated with forest industry. These environmentalproblems were "Habitat destruction" (71%), "Erosion"(58%), and "Ecosystem destruction" (41%). Theseactivities have impacts on both the flora and faunaassociated with forest ecosystems that teachersbelieved were important areas in need of specialprotection. Many of these ideas may emanate fromthe fact that public school teachers stronglyassociated "Harvesters/loggers" with forestry andforest industry. The performance and well-being ofthis group, "Harvesters/loggers," appeared toinfluence, either positively or negatively, upon theindustry with teachers.

The forestry community also needs to do abetter job promoting SFI, or forest certification ingeneral, to public school teachers. It was believedthat if more teachers were aware of this, theirattitudes and knowledge level toward the forestrycommunity would improve. If attitudes do notimprove with awareness, perhaps programs mayneed adjustment.

Mississippi Department of Wildlife, Fisheriesand Parks

Overall, the majority of MDWFP personnel hadneutral to positive attitudes toward forest industry.The administrators reported mixed feelings aboutforest industry while technical staff members weremore negative and conservation officers morepositive. The mail survey indicated that 93% felt itwould be beneficial for forest industry tocommunicate with the agency.

Agency members reported few activities theybelieved the industry did well such as "Replanting/

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regeneration" (69%), "Harvesting" (62%), and "Timbermanagement" (61%). Their belief that harvesting isdone well was, in some ways, a criticism of itsefficiency.

MDWFP personnel voiced many areas ofconcern with forest management practices. Asexpected, they were concerned over activities thathave direct and indirect impacts on wildlife. The keyareas of concern for the agency were "Hardwoodmanagement" (75%), "Wildlife management" (65%),"Erosion" (64%), "Streamside Management Zones"(62%), "Habitat degradation" (60%), and "Bufferzones" (59%). Hardwood management relates inlarge part to its absence, as well as the conversionof hardwood and mixed pine-hardwood forests topine plantations. MDWFP also had a strongimpression of forest industry that relates mainly toharvesting and clear-cutting. It is important for theforestry community to consider these areas ifrelations with this agency are to improve.

MDWFP personnel were discouraged by pastradio and television advertisements used by forestindustry feeling such advertisements were notbelievable. For example, they doubted the wildlife-related activities that forest industry promotes.Agency members believed that futureadvertisements should include messages on "Wildlifehabitat" and "Wildlife" that are more truthful andmeaningful.

The SFI program is an example of where therelationship between forest industry and the agencyhas been inadequate at best. It is apparent thatforest industry has not effectively beencommunicating with the MDWFP regarding the SFIprogram and industry's willingness to voluntarilyimplement it. Based on survey results related to SFI, itappears that the forestry community needs to moreeffectively communicate the goals and principles ofSFI with this agency.

The agency is willing to work with forest industryon areas relating to wildlife issues that affect forestmanagement activities. The forestry communityshould embrace this willingness and incorporateagency intentions into cooperative endeavors. TheMDWFP personnel believed forest industry shouldimplement activities on the ground before theirattitudes will change. The forestry community needsto communicate and work with the MDWFP to

improve their relationship. This could potentiallyinvolve both a change in forest-based activities thataffect wildlife and communicating and educatingMDWFP personnel to address the perceptions thatindustry is as negative a force for wildlife as theybelieve it is.

Mississippi Wildlife Federation In terms of employees comprising forest industry,

MWF members most often thought of"Harvesters/loggers" and "Foresters." Members ofMWF commonly thought of "Timber/trees" and"Harvesting/logging" more than "Timbermanagement" and "Sawmills" when asked aboutforest industry. Like other groups in this study, thesewere common themes. As members of MWF tend tobe hunters and anglers, they spend time outsideand, more specifically, in the woods. Efforts shouldbe made to remind them of existing forests inMississippi, not just of their removal and utilization.

Members of MWF felt industry does well in theareas of "Timber management" (73%), "Replanting"(72%), and "Harvesting" (61%). They thought industryneeds to improve upon "Harvest clean-up" (64%),"Erosion" (62%), "Repairing roads" (55%), and "Clear-cutting" (53%). Members of MWF attributedenvironmental problems such as "Erosion" (72%),"Habitat degradation" (52%), "Water quality" (45%),and "Poor aesthetics" (34%) to forest industry.Communication programs should address theseissues.

Only 30% of survey respondents had heard of SFI.Forty-five percent of those felt the goals of SFI werebeing met. Low awareness on the part of this large,influential conservation group does not bode well forSFI's future success, especially since MWF isintricately involved with natural resource issues in thestate.

MWF members who responded to the survey(51%) had positive or somewhat positive views of theindustry. When asked if it would benefit MWF tolearn more about industry's timber and wildlifemanagement practices, 90% said yes. Memberschose "Educational programs/materials,""Partnerships with MWF," "Magazine articles," and"Newspaper articles" pertaining to forestry and forestindustry as possible communication media. Themost important topics to MWF were "Wildlife habitat,"

15

"Wildlife," "Environment," "Water quality," and"Regeneration."

Results suggested that MWF wants to learn moreabout forestry practices and to have some form oftwo-way communication with the industry. They alsowanted to read more articles pertaining to forestindustry in popular publications. The attitudes of thisgroup and their willingness to communicate withforest industry suggests the potential for a favorablerelationship with the forestry community.

Mississippi 2020One important finding from the MS 2020 survey

was that members were not really aware of SFI.When asked if they were familiar with the term, only27% answered "Yes." Of the 33 people who wereaware of SFI, 80% felt that its goals were not beingmet. This shows that members of this organizationneed to be informed about SFI and forestcertification. Since SFI attempts to mitigate theeffects of harvesting on water quality and erosion,an important issue with this group, informing themabout SFI could improve their attitudes.

Members wanted to be reached by forestindustry. Ninety-three percent of respondentsrequested that industry communicate their timberand wildlife management practices to theorganization. Their preferred communicationmethod was "Partnerships with MS 2020." They alsofavored "Educational programs/materials," "Industrytours/field trips," and "Newspaper articles." Topics ofcommunication should include the "Environment,""Wildlife habitat," "Ecological processes," "Waterquality," and "Biodiversity."

This group currently relies on the Sierra Club andNature Conservancy for information about forestryand forest industry, although over 40% did not list acredible source for information. This presents anopportunity for forestry. To reach this group, two-way communication needs to be establishedbetween MS 2020 and the industry. MFA shouldtake the lead in establishing a partnership with thisgroup to help them better understand the industry,as well as listening to the concerns of this grassrootsorganization. This group is typical of many small,unknown environmental organizations cropping uparound the nation. It is important, especially withthis group, to concentrate on facts and scientific

research findings to retain credibility.

LegislatorsLegislators had overwhelmingly positive attitudes

towards forest industry. However, they wereconcerned about landowner rights and theeconomic impact forestry has in Mississippi. They feltthat forest industry could improve activities such as"Erosion" (50%), "Repairing roads" (47%), "Harvestclean-up" (44%), and "Clear-cutting" (42%). Theforestry community needs to address these areas ofconcern to maintain these positive attitudes.Mississippi legislators are willing to promote forestindustry to keep it a leading economic entity in thestate.

Legislators suggested topics they felt industryshould use in communication efforts such as"Regeneration," "Harvesting," "Wildlife habitat,""Environment," and "Markets." Legislators alsorecommended that forest industry use"Presentations," "Meetings," "Industrial tours/field trips,"and "Demonstrations" to communicate with theMississippi Legislature. These methods are interactivein nature, meaning legislators want to work withindustry personnel. Such activities can be held inconjunction with other forestry-related organizationssuch as the Mississippi Forestry Association, CountyForestry Associations, Mississippi Forestry Commission,and Mississippi State University’s Forest and WildlifeResearch Center. Legislators listed theseorganizations as credible sources of informationpertaining to forestry and forest industry.

As with other groups, forest industry needs topromote SFI to legislators. Sixty-three percent werenot aware of SFI. Areas of concern, as pointed outby legislators, are covered under SFI guidelines. Thuspromoting SFI could maintain or further enhancelegislator attitudes.

One important point related to the legislators isthe need to increase awareness of the benefits tothe state from forestry and forest activity. In this waylegislators not directly concerned with forestry, willstill look upon the industry and profession favorably.This nurturing of legislator attitudes can only helpmaintain or increase the stature of forestry,particularly in the public policy arena.

16

BankersMississippi bankers had positive attitudes toward

forest industry. Bankers believed forest industryneeded to improve "Harvest clean-up" (45%),"Repairing roads" (43%), "Clear-cutting" (42%), and"Erosion" (37%). Bankers also were concerned aboutissues relating to the economics of forestry. The topfive issues were "Timber prices" (65%), "Marketstability" (61%), "Price stability" (55%), "Loss ofemployment" (52%), and "Mill closings" (50%).

Communication campaigns, as suggestedby bankers, should include messages about"Markets," "Business diversification," "Environment,""Harvesting," and "Regeneration." These messages should be geared toward the monetary aspects offorestry. Bankers suggested forest industry use"Pamphlets/ brochures," "Presentations," "Meetings,""Industrial tours/field trips," and "Partnerships with theMississippi Bankers Association" to communicate withbankers. As with legislators, these efforts involve apersonal link between forest industry and thebanking community. Credible sources ofinformation were Mississippi State University ExtensionService, County agents, Mississippi State University,Mississippi Forestry Association, and the NaturalResource Conservation Service. Forest industryshould collaborate with these organizations whenconducting future communication efforts withbankers.

SFI was not well known within the bankingcommunity as only 7% of the bankers hadknowledge of this program. It would be beneficialfor forest industry to provide bankers moreinformation relating to SFI. Such information willprovide bankers with a better understanding of theprogram and forest industry in general. This mayincrease their comfort level when they do businesswith the industry.

LoggersOne of the most obvious trends to come out of

the logger survey is that loggers consideredthemselves a part of forest industry. Ninety-eightpercent of loggers held that opinion. As expected,they thought of logging and harvesting first whenthey think of forest industry. While they consideredthemselves a part of the industry, 68% felt that"industry," in this case wood consuming firms, had

not adequately addressed issues affecting loggersand logging. Sixty-one percent of loggers felt thatlogging is a sustainable business enterprise. This wasalarming because almost 40% of respondents do notsee logging as sustainable.

Loggers were asked to identify issues in need ofresolution. Not surprisingly, contract rates were themajor issue. Another area of concern was the lackof communication between mills and loggers.Loggers also felt they should be compensated for SFItraining and implementation. They now haveadditional duties, often times benefittinglandowners, but receive no benefit themselves foradded work or compensation at additional cost.They also wanted a clarification of responsibilitiesrelated to SFI. They felt that the implementation ofSFI was an issue needing resolution.

Loggers prefer "Educational programs/materials,""Publications," "Workshops," "Industrial tours/fieldtrips," and "Truth in advertising" as appropriatemethods of communication. An importantcharacteristic of "Workshops," "Industrial tours/fieldtrips," and "Educational programs" is the interactivecomponent. "Publications" and "Educationalmaterials" would provide information andknowledge loggers seek. They wanted thesemethods to be convenient, easily understood, andinteresting.

Topics of communications, according to loggers,should include the "Social approval of logging," "Dothe right things," "Safety," and "Develop a set ofstandards." Loggers felt that they work in aprofession that is not accepted by society, thusadvertisements and communication should conveythat loggers act responsibly or "Do the right things"and that logging is as safe as it can be given theresources available. Forty percent of loggers feltthat industry had not developed a set of standardsbased on performance and this is an issue thatindustry needed to address. It might also benecessary to develop a code of conduct andpractices between loggers and other facets offorest industry. Currently, loggers that are doing theright things in the field are not being compensatedfor this effort.

Ninety-five percent of loggers had heard of SFI.This means that 5% of working loggers, who weresupposed to be trained and practicing SFI guidelines

17

to deliver wood to the mill, were not familiar with theterm. Sixty percent of loggers felt that industry wasmeeting the goals of SFI. They thought that SFI willeventually be somewhat to moderately effective atmeeting their stated goals. These figures indicate alukewarm faith in the SFI program and industry'sability to implement it.

LandownersAs seen in the other groups, landowners thought

of "Harvesters/loggers" before "Foresters." They alsothought of "Harvesting/logging" before "Timberland,""Tree farmers," or "Sawmills." This reinforces thecommon belief that loggers and logging are a partof forest industry.

Landowners thought forest industry needed to improve upon "Harvest clean-up" (58%), "Repairingroads" (51%), "Erosion" (49%), "Hardwoodmanagement" (40%), and "Clear-cutting" (40%).Choices such as "Repairing roads" and "Harvest clean-up" were popular possibly because it islandowners that must look at the harvesting site andtheir roads after harvest. In addition, landownersthought "Erosion" (62%), "Rutting/soil compaction"(51%), "Habitat degradation" (29%), "Water

pollution/quality" (25%), and "Poor aesthetics" (25%)were environmental problems connected with forestindustry.

When asked if they were familiar with BMP's, 67%answered "Yes." Of these, 76% used them inmanaging their own lands. Similarly, when askedabout Forest Certification, 46% were familiar with theconcept. Eight percent of all landowners hadcertified land, and the American Tree Farm systemhad certified 31 landowners. One was certifiedunder FSC and one under SFI. Increased awarenessof Forest Certification and BMP's would bebeneficial to landowners, as they involve specificmanagement activities.

Industry should provide "Workshops" and"Industrial tours/field trips" as interactive means ofcommunicating with forest landowners. Visits tologging operations, for example, would allowlandowners some idea of what to expect on theirland. Landowners would like to see more "Directmail" and "Newspaper articles" about forest industry.These mailings and articles could better explain therealities of perceived problems such as "Water quality" and "Erosion" and inform them about what isalready being done to improve them.

ConclusionsConclusionsAs a result of this research, key members of

various organizations and agencies within theMississippi forestry community (e.g., MFA,corporations, smaller firms, Mississippi StateUniversity’s Department of Forestry, MississippiForestry Commission, Mississippi Loggers Association)are more aware of the issues of concern for forestry.They must now meet, strategize, and take action onthese issues. All members of the "team" are on thesame page and media and education-basedresources will be focused in the same direction. TheMississippi State Implementation Committee for theSustainable Forestry Initiative was the initiator for thisaction. The next step is to examine the priorities onvarious issues for immediate action. This is beingdone by MFA’s Communications Committee. Theresults of this report reveal those issues and providea prioritized plan for action. Partnering with various

organizations and agencies will also distributeresponsibilities and costs associated with developingand implementing appropriate activities.

Key PPriorities ffor IImmediate AActionMany problems attributed to forestry were

associated with harvesting and loggers, yet none ofthe benefits (i.e., employment, fiber procurement)were attributed to this group. This imbalance takeson an even greater cause for concern since allconstituency groups strongly associated"Harvesters/loggers" with forest industry. Therefore,the relationship between loggers and forest industryneeds to improve. This is a primary way in which theperceptions of loggers and logger performance cangain acceptance by the general public and forestrycorporations. If loggers look bad, so does theindustry and the forestry profession. Loggers want

18

public messages designed to include information onthe "Social approval of logging" (69%), "Harvesting"(60%), "Do the right things" (57%), "Safety" (53%), and"Develop a set of standards" (42%). These items canbe brought into the public consciousness by firstusing those communication techniques and mediathat other constituency groups prefer. For teachersin the classroom, this means videos, or for theMDWFP this may include field trips or workshops onloggers and harvesting. Educational programs andmaterials and Internet-based links can also be usedto inform all constituency groups about the plight ofthe logger. There also needs to be a "meeting ofthe minds" in the state between the MississippiLoggers Association and industry representatives todiscuss, in good faith, the economic problems of thelogging community. Cooperative efforts on bothsides are warranted.

Teachers appear, at this time, to be a veryreceptive group when it comes to their willingness toengage the "forest industry." Six hundred thirty-twoteachers (94%) thought it would be beneficial to tellthe forest industry story to students. Overall,teachers desired "Field trips" (73%), "Videos" (71%),and "Educational materials" (66%) to tell the forestindustry story to students. While field trips may becost prohibitive on a large scale-level, videos andeducational materials present a relativelyinexpensive opportunity to reach a large number ofyoung people in Mississippi. Groups such as theMDWFP and MWF could be brought into thedevelopment process of educational materials andprogram activities.

Issues of concern relating to the "Environment,""Wildlife," and "Wildlife habitat" exist for almost everyconstituency group. One step that can helpalleviate these concerns is to reach out to the oneagency that has a presence and influencethroughout the state, the Mississippi Department ofWildlife, Fisheries and Parks. It is apparent that theforestry community has not effectively beencommunicating with the MDWFP. A start would beto rejuvenate efforts with the technical staff orwildlife biologists who have a strong voice in thisstate. The top communication methods fortechnical staff included "Partnerships with theMDWFP," "Truth in advertising," and "Educationalprograms/materials." Given this information, key

members of the technical staff could be invited toMFA or other forestry-related events as speakers orgiven representation on committees. An effort wasmade to ask the MDWFP to fill their vacant seatduring MFA’s SIC meetings. This effort was reportedas successful. Special meetings could take placewith members of the "team" to address the contentof advertising and educational media. Again, thisgroup, as well as key environmental/conservationgroups (e.g., MWF, Nature Conservancy) andMississippi State University’s Department of Forestrycan be used as partners in educational outreachactivities about forestry and forest industry.

Other actions can be taken to reach the publicat a relatively low cost. For example, static ormobile displays or kiosks on forestry, forest industry,and SFI can be set-up in the Mississippi Agricultureand Forestry Museum as well as the Natural ScienceMuseum, both in Jackson. SFI links should exist on allrelevant forestry, wildlife, and other natural resourcerelated web sites. Since "School visits" are highlydesirable for teachers, and bankers desire"Presentations," a Speaker's Bureau should be set upso individuals could make on-site visits to schools orattend banker's meetings. Mobile displays shouldbe used at banker meetings or in conjunction withactivities relating to the Legislature. Additionally, keynewspapers could be asked to create a column toreport on positive "events" for forestry on a regularbasis, much like the presence of hunting and fishingarticles in newspapers. They could also discuss issuessuch as SFI, BMP's, and forest certification.

A key outcome of this research is that MFA is inthe process of hiring a Communications Director.Part of the responsibilities for this position will be toaddress recommendations of this study. Anotherimpact is that the success of this study has led to aplanning grant from the Sustainable AgricultureResearch and Education group which will providefunding to educate interested parties (e.g.,universities, forestry commissions) in the othersouthern states on the methodology used to acquireinformation and strategies specific to their state.

Future RResearchAfter the above recommendations have been

implemented, future survey efforts could be used totrack improvements (e.g., in attitudes among various

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constituency groups, SFI awareness). Since thebasic surveys, unique to each constituency group,have already been developed, a modified versionof each questionnaire could be used again. Inaddition, there may be other issues that will surfaceas a result of this research effort or in the publicarena that would need to be explored in the future.

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Theme Teachers MDWFP MWF MS2020 Legislators Bankers Loggers Landowners

% % % % % % % %

Timber/Trees 97 92 96 92 99 96 81 91

Harvesting/Logging 89 89 92 97 94 83 91 84

Timberland 82 86 85 83

Tree Farms 82 90 78 83

Replanting 79

Clear-cutting 75

Sawmills 73 83 89 83 82

Paper mills 73 88 83

Timber Management 84 73

Lumber Companies 78

Appendix 1. Constituency group themes associated with the forest industry by order of impor-tance (2000-2001).

Appendix 2. Employees associated with the forest industry by each constituency group byorder of importance (2000-2001).

Employee Teachers MDWFP MWF MS2020 Legislators Bankers Loggers Landowners

% % % % % % % %

Foresters 94 91 94 88 94 88 92 91

Harvesters/Loggers 93 94 97 97 97 88 99 95

Tree Farmers 92 78 86 92 89 86 81 84

Tree Planters 91 82 89 90 82 82 86

Forest Managers 88 88 81 83

Timber Buyers 81 85 90 85 92

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Methods Teachers MDWFP MWF MS2020 Legislators Bankers Loggers Landowners

% % % % % % % %

School Visits 80

Provide EducationalMaterials

77

Partnerships 73 55 47 58 32

EducationalPrograms/Materials

68 56 47 55 60 55

Industrial Tours/FieldTrips

63 37 47 40 37 46 52

Workshops 53 48 58

Presentations 39 43 39

Magazine Articles 46 53

Newspaper Articles 41 46 46

Videos 36

Data from OutsideSources

45

Meetings 40 37

Demonstrations 34

Pamphlets/Brochures 33 41

Truth in Advertising 46

Direct Mail 48

Appendix 3. Communication methods each constituency group would prefer when receiving information pertaining to forestry or forest industry by order or importance (2000-2001).

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Methods Teachers MDWFP MWF MS2020 Legislators Bankers Loggers Landowners

% % % % % % % %

Environment 80 56 61 73 47 44 55

Wildlife Habitat 77 93 86 70 49 61

Wildlife 73 81 76 53

Air Quality 68

Ecological Processes 63 62

Harvesting 42 50 41 60 67

Water Quality 42 54 62

Regeneration 52 51 41 71

Biodiversity 61

Markets 47 50

BusinessDiversification

46

Social Approval ofLogging

69

Doing the RightThings

57

Safety 53

Develop a Set ofStandards

42

Appendix 4. Communication topics each constituency group suggested the forest industryuse to communicate with their group by order of importance (2000-2001).

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