In the Pacific Northwest, as in much of the United States, conflicting views among environmentalists, forest industries, government agencies, and policy makers have left the public with a confused picture of forestry issues and practices. So, it should come as no surprise when citizens base their opinions of natural resource issues on incomplete or inaccurate information. To help combat this problem, the College of Forestry at Oregon State University and the Oregon Forest Resources Institute (OFRI) recently combined forces to create and broadcast seven one-minute television spots based on the latest scientific information about managing Oregon’s forests. These spots were educational in nature, not promotional. They were designed to meet the public’s desire for science-based information about how their forests are managed. It was hoped that seeing these messages would help viewers make better decisions about their use of natural resources, become more informed and effective participants in policy decisions regarding forests and forest products, and better understand how forests and forestry affect their lives. Their purpose was not to convince viewers that forest practices of the past (or present) are inherently good or bad. Unlike public service announcements, these spots were broadcast frequently and at prime time to reach the target audiences most effectively.
Hino, Jeffry C.; Jensen, Edward C.; and Reed, Mark D.
"Using one-minute television spots to educate the public about forestry,"
Natural Resources and Environmental Issues:
Vol. 7, Article 52.
Available at: http://digitalcommons.usu.edu/nrei/vol7/iss1/52