The Importance of Framing for Communicating Risk and Managing Forest Health

Abstract

Despite the importance of effective communication about forest and fuel management, little is known about how best to frame information to facilitate public understanding and increase support. The results presented here indicate that framing a fuel management plan as necessary to restore “lost” forest health (as opposed to maintaining or improving forest health) will increase the willingness of individuals to support options that pose some likelihood of failure (i.e., risk). Strategic framing of communication for public audiences is necessary because of the common biases in judgment that can result from an inadvertently chosen message frame. Focusing on the restoration of losses is an effective frame for communication if the goal is to increase tolerance for the risks inherent in forest and fuel management.