Forest Research Institute Zvolen, Slovakia i s presenting Some basic points

1. Forest Research Institute Zvolen, Slovakia is presenting Some basic points for concepts and implementation of PR in forest sciences Katarína Sládeková

2. Development of complex PR concept in organizations • Goal setting of communication • Development of strategy • Identification of target groups • Identification of means and implementation • Personal and financial ensuring • Setting the time horizons • Linking the particular measures • Determining the ways and tools for assessment • Feedback • Preparation of new strategic concept

3. Concept and implementation of own PR 4 phases: • Situation analysis • Planning • Realization phase • Assessment

4. Trends and views of population in Candidate Countries (CC) about science(1 of 2) Source: Eurobarometer of CC 2003 - research of public opinion on science and technology • The people in CC are neither interested in nor informed about science and technology - 56 , in EU 15 - 45  • Two thirds of participants in the survey think they are badly informed about science • Women are less informed in scientific topics than men • The youngest group has the highest level of interest in science and technology - 44  compared to 26  in the oldest age group • Young people are turning their backs on scientific careers - poor salary prospects • In both parts of Europe, EU enlargement is seen to promote the scientific potential

5. Trends and views of population in Candidate Countries (CC) about science(2 of 2) • The level of Europeans' scientific literacy is slightly lower in CC than in EU 15 • In CC, the people watch predominantly TV if they want to gain information on science - 71 , in EU - 60  • Population of candidate countries prefers further passive means like radio - 41  compared to 27  in EU • The trend is contrary in press, 37  of EU population read newspaper in comparison to 27  in CC if they want to gain news and information on science and technology • It means that CC population prefers passive means and less information gains from press compared to EU population.

6. Representation of particular media as a source of gaining information on forestry in the Slovak Republic The results of survey (Lehocká, 2000) • TV - 64  • Press - 24  • Radio - 12 

7. Picture of forestry in press in the Slovak Republic Press assessment was conducted by Sládeková for the period of January - June 2002 • 6 Slovak daily papers and 2 weekly papers were monitored. • Out of the total number of 404 evaluated articles were • 164 positive - 41  • 102 negative - 25  • 138 neutral - 34 

8. The main purposes of visit in forests in the Slovak Republic (1 of 2) Survey results (Lehocká, 2000) - survey conducted among a lay public: • 33  - short-term recreation • 27  - collection of forest fruit incl. medicinal plants and mushrooms • 16  - activities of interest connected wih cognition and protection of nature and game management • 11  - activities focused on sport and tourism

9. The main purposes of visit in forests in the Slovak Republic (2 of 2) • 7  - more-day recreation connected with cognition of nature beauties • 5  - collection of firing • 1  - other purposes - working, research, and ownership •  More than 90  of public visits in forest is connected with educational and recreational function. This is a great challenge for communicators to address and capture these visitors and to get over them for communicators' goals

10. Publication issued by the European Science Foundation on communication of science in Europe Science Communication in Europe (European Science Foundation Policy Briefing; No. 20) from March 2003 • the concrete suggestions for improvement of communication • recommendations are developed individually on a European level, on the level of country and on a regional level

11. The main deficiencies and requirements for PR in forest sciences in the Slovak Republic (1 of 3) • lack of motivation mainly for scientific workers • missing training and manuals which could explain the problems of PR and offer particular procedures incl. such important details like presentation among public, ability to express thoughts in language acceptable for general public • insufficient number of publications for general public which could make available information on institution, include some information on forestry importance, main knowledge relating to particular forestry disciplines • missing internet portals for transfer of knowledge from forest science to practice - they could be useful for owners and users of forest and various businessmen in forestry and related branches for support of their innovation activities, for young people - the biggest internet funs • insufficient co-operation with TV - with national and regional TV - informing about projects, events • missing training for journalists with an ambition of writing about science

12. The main deficiencies and requirements for PR in forest sciences in the Slovak Republic (2 of 3) • lack of financial means for PR in forest sciences • a part of calls for proposal of scientific and research projects should be also a requirement for communication of achieved results • scientific institutions should use possibilities of the 6th Framework Programme of EU to a higher extent and to reply on calls for proposals of projects with the topic of PR • institutions of science and research should include PR activities into the budget • missing concepts of complex PR or communication strategies within the institutions of science and research • PR activities are not presented in the organizational structure and order of the institutions, personnel of PR is not ensured • insufficient information flow in the institutions is a big deficiency for a good working of PR

13. The main deficiencies and requirements for PR in forest sciences in the Slovak Republic (3 of 3) • missing of unified design of all documents and outputs of the institutions - e. g. Powerpoint presentation do not have unified design, however, they are frequently used • arboreta and similar areas for research work are not sufficiently used for PR work directly in the field • workers in science are generally very stressed by struggle for existence, PR is understood as something extra since the results of its can appear after a longer time • scientists are very often introverts, such character in forest scientists is multiplied, staying in nature is for them a source of extraordinary experiences and public is not welcome • a subject named communication with public (PR) within the framework of forest policy should be established into the forestry studies at the Faculty of Forestry

14. Skills which a PR worker should have in the sphere of forest sciences • communicativeness, inviting presentation, scientists can use a fact that authority of scientists is still high enough, opinions of scientists are considered the determining for a right directing of discussions mainly within the controversy discussions • overall view of happening at all spheres • organizational skills • good contacts with media • excellent language skills verbal and written not only at native language • knowledge of communication technology • knowledge of sociology, psychology and PR procedures • knowledge of marketing, management

15. The first open-air museum in the Slovak Republic • Established by the Slovak State Forests in co-operation mainly with the scientists of the Technical University in Zvolen • Situated in the Slovenské rudohorie mountains • Nature trail in Vydrovska valley - a part of the museum, 38 demonstration localities • Forestry activities and facilities are showed - forest birds, wetlands, torrent control, snow ditch, importance of ants in ecosystems, water catching by snow, important personalities associated with forest and nature protection, protective forests, forest roads, living forest map of Slovakia etc.

16. The first location within the nature trail • Wooden entrance with writing: Human culture began by cutting forests, however, it can mantain itself only by their protection. • Totem tree has writings on separate branches: • I give you oxygen, I keep water for you, I increase air moisture, I protect soil against water and air erosion, ... I absorb dust, noise, I reduce radioactivity, .... , I am a symbol of piece, life and hope.

17. Thank you for your attention