bruce shindler, emeritus professor dept. of forest ecosystems & society what does the public...
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Bruce Shindler, Emeritus Professor Dept. of Forest Ecosystems & Society
What does the public think about the Forest What does the public think about the Forest Service?Service?
How can understanding public attitudes help us with How can understanding public attitudes help us with our communication and in building trust?our communication and in building trust?
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It depends.It depends.
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There is no There is no public...public...
there arethere are many publics. many publics.
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Little trust in big government, big Little trust in big government, big business, bureaucracies. business, bureaucracies.
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Trustworthy qualities are oftenmeasured by:
• Competence
Belief in managers’ ability to make good decisions and effectively implement practices.
• Fairness and equity
Belief that managers are sincere and genuinely engage citizens about plans/decisions. That the individual will act in the best interest of the community.
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Also by:
• Shared values
Managers are perceived to have the same concerns and priorities as the community… the he/she will pay attention to local places important to stakeholders.
• Accountability
Doing what you say you will do… building up credibility over time through promise-keeping.
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Citizen –agency Interactions
Lack of trust… or skepticism… is usually the starting point.
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Citizen –agency Interactions
Parties need to be able to trust each enough to allow them to begin work together.
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Trust Building Loop
Reinforce trusting
attitudes
Have enough trust, be willing to take a risk, and initiate a cooperative effort
Build foundation for more ambitious plans
and projects
Aim for realistic (initially modest) but successful outcomes
Form expectations about the future of the relationship
based on reputation or past behaviors
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Recognize the context of the issue
Agencies and managers regularly encounter a range of conditions, projects, and interested stakeholders.
Small scale management activities
Often informal interactions where trust is built through mutual experience and
successful implementation of low-risk activities.
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Small Scale Activities
Trust evolves over time as participants interact and move gradually toward modest local projects.
Small Wins
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… the context of the issue
Large-scale activities or landscape level projects
Involve multiple agencies, organizations, and stakeholders—often to meet the
requirements of a government initiative.
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Large scale projects
Often involve the formation of a “collaborative” or “partnership.” These are complex projects that require coordination and deliberate action to maintain a balance of trust.
High stakes
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Actions for achieving outcomes that foster trust
Levels of responsibility and interaction
• Management agencies• Individual managers• Stakeholders
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Management implications
• Field personnel must have broad agency support
• Agency capacity to commit to more collaborative approaches will be an issue in some places
• Staff turnover is a problem
• Shifting populations (urban to rural) makes trust-building more challenging
• Building and maintaining trust carries through all phases of forest management