Abstract
This research reports a comparative analysis of the communication strategy that forest owners' associations across Europe use to influence society on one side and the decision-makers on the other, in order to fulfill forest owners' interests. 60% of Europe's forests are privately owned by an estimated number of 16 million forest owners, who are represented by forest owners' associations. One of its main functions is to influence the public perceptions on forests and forestry. In this article it is analyzed how a specific forestry stakeholder fixes its strategies to communicate with and lobby society in order to get acceptability for their proposals/demands. Open-end surveys have been used as a source of information in 2006 and repeated in 2012. Besides of the comparison among countries, a comparison along the time has been also performed. The whole communication frame is analyzed, considering the objectives, the structure, the messages, the channels, and the evaluation. The main conclusions that arise are: first, the temporary comparison (2006–2012) results into an improvement in several issues; second, there is room for improvement of professionalization of communication in forest owners' associations in Europe; third, social research into public perception of forestry might help to define communication strategies.
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