Over the last decade, significant change has occurred. Rapid technological innovation, shifting global dynamics and geopolitics, a worldwide pandemic, and a fracturing and reconstructing of communication approaches. Artificial intelligence, misinformation campaigns, podcasting, social media, and a recognition of the importance of science communication have all evolved. 

The previous 2014 Communicating Forest Science Manual was innovative for its time. Communicating effectively about forest science seemed more important than ever then and still does today. The role of forests in addressing the global challenges such as climate change, biodiversity loss, and human health issues are critical to convey. As populations move more to urban areas, keeping people connected to forests, and informed on forest science are of continued importance. 

We used the 2014 Manual as a basis for this new one – keeping the ‘evergreen’ chapters on topics such as communication strategies, but giving them a fresh look. We revamped the chapters on media engagement and social media – disciplines that saw drastic changes over the last decade. There is a wealth of new content in this edition, including a chapter on forest psychology and fresh perspectives on best practices illustrated through case studies.

This 2024 Communicating Forest Science Manual  will only be available in an online format – to allow it to be a living document, where hyperlinks can be updated and added and content modified based on the current context.

Download Preface 

Models provide a foundation for strategic forest science communication, offering insight into essential activities ranging from message development to audience identification. Drawing from this theoretical knowledge, this chapter helps forest science communicators to identify the best mode for engaging with their audience. 

Download Chapter 1

A communications strategy serves as a road map for planning, implementing, and measuring the success of forest science communication activities. This comprehensive chapter highlights eight key elements of an actionable strategy and provides practical tips for creating your own and taking your communication to the next level.

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Communication is not limited to external audiences; communication within and among forest science organizations—internal communication—is also a vital activity. This chapter discusses the value of internal communication and offers tips on improving it in organizations.

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New media is computer-based technology that facilitates user interaction, and its use has grown exponentially in recent years, including in forest science sectors. This chapter describes new media technologies, highlights opportunities for harnessing these ever-emerging tools, and provides tips on how to do so most effectively in forest science organizations.

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Engaging with media outlets is a worthwhile investment in forest science communication. This substantial chapter is a primer on the topic, offering practical guidance and tips on everything from pitching your story to media, creating a media toolkit, handling interviews in various formats, and countering science misinformation.

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The scientific keynote presentation brings conference attendees together and sets the theme for the conference. Integrating storytelling can make these presentations more memorable, effective, and engaging. This chapter outlines the power of scientific storytelling and how to develop a narrative within a keynote presentation.

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Science is grounded in its objectivity, but that does not mean that the subjective doesn’t have a role. Centered on the concept of “framing,” this chapter explores how emotions are important considerations in forest science communication, allowing communicators to explore their own motivations, appeal to their audiences, and adopt a style where emotions operate in tandem with fact-based scientific results.

Download Chapter 7

Repeated lessons learned included “use true and personal stories” and “bite-sized information;” have a “relatable tone;” and collaborate with others and “nurture alliances”. “Keep going and do not give up” was another theme. This chapter provides inspired reading from organizations communicating the frontline – from the forests of Italy, to the urban forests of New Jersey city Newark, to Goriški Kras forest, which experienced the largest fire in Slovenia's history.

Download Chapter 8 - Preface

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1. Using a Knowledge, Attitude and Practice Survey to Develop Communication Campaigns to Combat Forest Crime in the Lower Mekong region
   Download Chapter 8.1
    
2. Three Key Steps to Build a Nationwide Tree Equity Movement
   Download Chapter 8.2 
    
3. Forestry communication approaches during the largest forest fire in Slovenia
   Download Chapter 8.3
    
4. Communicating the Science Around the Certification of Sustainable Cork from the Management of Quercus sp. Forests in Sardinia
   Download Chapter 8.4  
    
5. Communicating About Payments for Environmental Services: The Case of Costa Rica
   Download Chapter 8.5
    
6. Trees4All: Public Engagement, Monitoring and Outcome Reporting for Diversified Tree Farming
   Download Chapter 8.6
    
7. Branching Out: IUFRO’s Forest Podcast
   Download Chapter 8.7
    
8. A New Wave of Forest Communication in Italy: How an Academic Organization Turned Itself Into a Popular Resource for Ordinary People
   Download Chapter 8.8
    
9. Forest Science Communication by Environmental NGOs in Cameroon: the case of ERuDeF and FODER
   Download Chapter 8.9

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