PUBLIC RELATIONS (PR) IN FOREST MANAGEMENT:CONCEPTS AND STRATEGIES FOR SRI LANKA

Abstract

Public relations have gained much recogrunon in the last three decades assuming anincreasingly important role. as a fbrest management function in most of the developedcountries. However, Public Relations (PI<.)continues to be a less important, less understoodfunction in forestry sector in many developing countries. The PR is considered as a serioustool for damage control and crisis management measures, which is better done under PRthan under other disciplines.

The various remedial measures adopted to meet basic needs of the increasing populationhave resulted with rapid degradation and depletion of forest resources in Sri Lanka.However, the Forest Authority have to take a fair share of the blame for the unsuccessfullor failed forestry development activities tor not adequately shouldering the responsibility ofcreating a required environment and facilitative conditions. The public is inadequatelyinformed the economic problems and functions of forestry, and would like moreinformation. Modern PR gives professional status to professional practice in forestry sector.The paper defines the public and the public relations and, accordingly, the environmentrequired for PR is identified. The management objectives, functions and basic elementsrequired for PR functions, and evaluating results of public relations are discussed. Further,promotion of forester as PR officer and the matters needed for analysis are suggested