Communication as a Tool to Harmonise Societal Needs and the Forest Sector

This paper presents a structured methodology for identifying and addressing key communication challenges in the forestry sector, using the Czech Republic as a case study. The approach integrates the CIMO model, problem tree analysis, SWOT evaluation, and the confrontation matrix to identify critical factors influencing communication challenges and prioritize strategic responses. Findings from a representative public survey (n = 3,600), participatory workshops, and expert consultations indicate that the absence of a unified, long-term communication strategy is the central issue. This fragmentation contributes to public misunderstanding, erodes trust, and limits policy support. In response, the study proposes evidence-based tools to improve the sector's visibility, coherence, and engagement with the public. The findings offer practical guidance for establishing a coordinated, stakeholder-oriented communication strategy. With direct payments for ecosystem services currently being debated in CZ, this study is particularly timely, as effective communication is key to securing public and political support. While grounded in the Czech context, the lessons learned, and methods employed have broader relevance and may inform similar efforts in forestry and other sectors or regions seeking to strengthen legitimacy and stakeholder alignment through strategic communication.