Forestry Communication and Public Perception: Insights from the Czech Republic

This paper presents a structured methodology for identifying and addressing key communication challenges in the forestry sector, using the Czech Republic (CZ) as a case study. The approach integrates the CIMO model, problem tree analysis, SWOT evaluation, and a confrontation matrix to identify critical factors influencing communication challenges and prioritize strategic responses. Findings from a representative public survey (n = 3600), participatory workshops, and expert consultations indicate that the primary challenge (C) in Czech forestry is a fragmented sector facing declining trust and minimal media presence. The proposed intervention (I) is a unified, strategic communication methodology designed to activate the mechanism (M) of shared narratives and coordinated messaging. This approach aims to achieve the desired outcomes (O): increased trust, engagement, and legitimacy. The absence of a unified, long-term communication strategy contributes significantly to public misunderstanding, erodes trust, and limits policy support. The study proposes evidence-based tools to enhance sector visibility, coherence, and public engagement. With direct payments for ecosystem services under debate in CZ, effective communication is a prerequisite for securing public and political support. The methods employed have broader relevance for forestry in other countries seeking strengthened stakeholder alignment through strategic communication.