British Columbia Ministry of Forests

RECREATION MANUAL

Chapter 5: Communication and Training

5.1 Introduction

5.2 Recreation Brochures

5.2.1 The Recreation Brochure System

5.3 Interpretive Forests

5.4 Other Communication Activities

5.5 Training

5.6 References

Tables

1 Ministry of Forests Recreation Brochure System

2 Recreation Brochure Procedures, Responsibilities and Schedules

5.1 Introduction

This chapter covers the communication and training aspects of the recreation program. Communication is one of the sub-activities of use management (Section 1.4.3). Training is one of the sub-activities of program management (Section 1.4.1).

Communication

Communication is the exchange of information and ideas. The broad subject area of communication includes interpersonal relations (trust, supervision, teambuilding, etc.), internal Ministry operations (flow of information between programs and administrative levels, networking, etc.) and the Ministry's communication with other agencies, industry and the public (liaison, public involvement, information/demonstration/interpretation/education/extension programs and activities, etc.). Communication is discussed here, however, in the more focused sense of the specific activities, projects and techniques that recreation staff carry out or have at their disposal to communicate recreation opportunities, forest management and the recreation program to licensees and the public.

Communication with the public is central to such a people-oriented program as recreation. It is also essential that society's recreation needs and values be recognized and understood by the Ministry in order for it to respond to the public's requirements for amenity resources. Therefore, there is a need for two-way communication between the Ministry and recreational users of Crown forests.

Communication (including information, demonstration, interpretation and education) is the recreation manager's basic tool for exerting indirect control (as opposed to direct, regulatory control) over the movements and behaviours of people using Crown forest lands.

Communication projects are a specialized activity that requires highly developed technical skills and involves formalized administrative procedures. The procedures for taking a communication project from concept to completion are established by Public Affairs Branch in their Communication Project Guidelines. These guidelines specify formats, identify required approvals and provide useful advice and direction.

Each year the Ministry prepares a STOB 20, 40 and 42 Communication Plan which must be approved by the Executive Public Affairs Committee, the Deputy Minister and the government's Public Affairs Bureau. Communication projects must have a Communication Project Approval signed by Public Affairs Bureau prior to any financial commitments being made by the Ministry. Only Public Affairs Branch has signing authority for STOB 20 and 40 contracts, purchase orders and payments.

Training

Training enables staff to meet and carry out job duties and responsibilities. The broad subject area of training ranges from short-term, on-site instruction to long-term career development.

The development and maintenance of trained and qualified staff is essential to the functioning and delivery of any program. For the recreation program, training needs derive from:

• a changing program, including: 

• changing legislation, regulations, policy and procedures
•  expanding responsibilities (e.g., recreation corridors, landscape management, wilderness, interpretive forests) 
• evolving focus (e.g., from doer to facilitator) 

• changing technologies (e.g., computer, printing/publishing) 
• increasing numbers of split functions at the district level (e.g., RO engineering/range/recreation) 
• rapid turnover of staff 
• changing client needs and demands 
• lack of specialized recreation education and training in forestry and technical schools

Ministry policy on training (I-PER-005, Ministry Policy Manual) states that:

• Training opportunities shall be provided to enable employees to achieve stated performance standards in a safe, efficient and effective manner.
• Training shall be a planned activity. 
• All employees shall be given Ministry orientation, including orientation on job-specific Occupational Health and Safety regulations.

Training for and within the recreation program is still in its infancy compared to some other Ministry programs, such as the protection program (e.g., training for fire suppression crews) and the silviculture program (e.g., certification through the Silviculture Institute of B.C.). However, training is provided on a needs basis commensurate with other program priorities and available resources.

Chapter Contents

Section 5.2 of this chapter covers recreation brochures, the most prominent communication activity of the recreation program and the backbone of the program's communication plan.

Section 5.3 discusses interpretive forests, a communication activity of growing importance to the Ministry, and a recently added responsibility of the recreation program.

Section 5.4 identifies and summarizes the broad range of other communication activities, projects and techniques that are part of the recreation program or are at the disposal of recreation staff.

Section 5.5 identifies opportunities, procedures and responsibilities for training for recreation staff.

Section 5.6 gives a list of cited and supplementary references.

[ Top ]

5.2 Recreation Brochures

The usefulness of recreation brochures to describe the location of and access to MoF recreation sites and trails was first recognized in 1972. As more districts began producing them, it became evident that brochure production standards would be required.

Policy and procedures were developed between 1976-1980. Production was centralized at the branch level in 1980 to ensure standardization and conformity to the government's new Visual Identity Program (see Appendix 6) In the 1980s, new issues surfaced surrounding recreation brochures. Larger brochure formats were developed, more information was included, and restrictions on brochure distribution were relaxed.

In order to address these and other concerns, a committee was struck in 1987 to review brochure policy, procedures and standards. That committee's report (BCFS Recreation Brochure Program: Review and Recommendations, September 21, 1987) laid the foundation for the development of the current recreation brochure system (Section 5.2.1).

Recreation brochures: the most sought-after and widely distributed Ministry publication.

Today, recreation brochures are the Ministry's most sought-after and most widely distributed publications. They are the Ministry's primary vehicle for informing the public about recreation opportunities in Provincial Forests. They are a key management tool for the recreation program and a key public relations tool for the Ministry.

Some of the purposes and benefits of recreation brochures are:

• a means to inform the public about recreation opportunities in Provincial Forests and to facilitate public recreational use of provincial forest lands 
• a means to reduce liability risks to the Crown by informing the public of current local field conditions 
• a means to direct recreational use on forest lands by influencing and indirectly controlling people's movements, activities and behaviours 
• an opportunity to inform, educate and communicate with the public about:

• forest etiquette 
• all matters pertaining to forest management 
• the public's role as "partners" in the management of B.C.'s Provincial Forests 

• a potential source of revenue

[ Top ]

5.2.1 The Recreation Brochure System

The recreation brochure system is a communication plan, not just a set of maps.

The current recreation brochure system consists of four levels of brochures. These levels are hierarchical, each level providing the context for the next lower level. Each level is designed for a specific target audience and has a specific role in an overall communication plan. The current recreation brochure system, and the purpose, content and length, format, shelf life and distribution policy of each level is summarized in Table 1. The procedures, responsibilities and schedules for preparing each level of brochure are summarized in Table 2.

The standards for the level 1 brochure (a panel on the B.C. road map) are set by the Ministry of Development, Trade and Tourism. The various standards for the levels 2 through 4 brochures are set out in the Ministry of Forests Standard Specifications Graphic Standards Manual as follows:

• level 2: subject to the overall standards in the manual 
• level 3: subject to the specific standards in the manual 
• level 4: where applicable (e.g., formal or high profile brochure), subject to the overall standards set out in the manual 

In that manual there is a chapter that sets out specific standards for the level-3 brochure (District Recreation Map). The minimum acceptable program (MAP) level for the recreation brochure system is that all brochures should be updated on a two-year basis (Chapter 4).

[ Top ]

5.3 Interpretive Forests

Interpretive forests: a grassroots initiative in need of an agreed-upon purpose, interagency coordination and reliable funding.

The Ministry's involvement in interpretive forests has grown steadily over the last decade. To date, this growth has been driven by local initiative, personal commitment and grassroots support, rather than official sanction or policy direction. Interpretive forests are an ideal focus for explaining forest practices and integrated resource management and, in many cases, involve interest groups within a community. Today, interpretive forests have become an important communication tool, both technically and publicly, as well as a significant budget item.

The Ministry has been involved in the development of interpretive forests at three levels:

• formally, by committing staff time and funds 
• through FRDA Green Gold Grants 
• informally, through staff who volunteer their own time 

In addition, Forestry Canada is actively pursuing demonstration forest areas as a component of their FRDA woodlot management program.

Interim direction and responsibilities.

Initially, the Ministry prepared two reports which established some interim understanding, direction and coordination for interpretive forest activities, namely:

• Guidelines for the Selection and Development of Demonstration Forest Sites: Forestry Issues Steering Committee Project No. 9, M. Ratcliffe, October 1987
• An Inventory and Preliminary Classification of Forestry Demonstration Areas in B.C.: Reid, Collins and Associates, May 1988 

Those reports establish the basic understanding and role of demonstration/interpretive forest areas in British Columbia. They provide an initial inventory and classification system, draft construction guidelines and other information. The inventory identified 57 demonstration/interpretive forests, of which 20 were operational, 11 were at the development stage and 26 were planned.

Responsibilities for interpretive forests given to Recreation.

Responsibilities for coordinating the Ministry's involvement in interpretive forests were assigned at the headquarters level to Recreation Branch. Executive direction was given for Recreation Branch to develop appropriate goals, objectives and policy for an MoF interpretive forest program.

Recreation Branch prepared a draft policy framework which was reviewed by Ministry staff. This included the distribution of a questionnaire to canvass views and the staging of a workshop to assist in interpreting and synthesizing ideas. Recreation Branch is currently preparing a policy framework for executive approval. However, coordination and responsibilities for interpretive forests need to be further clarified.

Policy development for interpretive forests is underway.

Further policy direction on interpretive forests will be provided through finalization of the draft policy framework. This will include direction on:

• the meaning and role of interpretive forests as a communication tool
• a working definition of interpretive forests
• the intended messages, audiences and benefits of an MoF interpretive forest program
• the scope, nature and role of an MoF interpretive forest program with respect to other agency interpretive programs, other Ministry programs and Ministry communications plans
• an overall purpose, strategic goals and management objectives for an MoF interpretive forest program
• required legislative amendments
• staffing and training needs
• funding needs and sources

[ Top ]

5.4 Other Communication Activities

Communication activities other than recreation brochures (Section 5.2) and interpretive forests (Section 5.3) that are a part of the recreation program or at the disposal of recreation staff include:

Signs

Signs are a basic communication tool and are used throughout the recreation program. Signs are used to direct, identify, inform or warn. See Appendix 6 for a more complete description of signs.

Posters

Posters are an ideal communication tool and medium for displaying information in public areas. Posters generally have a short, high-impact message. Posters that have been developed for use by recreation staff include:

See Appendix 1 for a more complete description of posters. When developing a new poster, consult the Ministry's Standard Specifications: Graphic Standards Manual for procedures and standards.

Photographs

Photographs are an integral component of most communication projects. Recreation staff should collect and maintain an inventory of representative photographs and slides for general use. Before contracting out any photography work, consult the Ministry's Communication Project Guidelines.

News Releases

News Releases include any written material that is distributed to the media, and which uses a news release letterhead or is in any way identified as a news release from the Ministry. Consult the Ministry's Communication Project Guidelines for the preparation, approval and distribution of news releases.

Advertisements

Three main categories of advertisements used by the Ministry of Forests recreation program are:

• legal advertisements (funded through STOB 42)
• display advertisements (funded through STOB 40)
• radio or television advertisements

The format and content of advertisements will vary. Consult the Ministry's Communication Project Guidelines for procedures, format, content, distribution and samples of advertisements.

Pamphlets

Pamphlets are suitable for communicating information such as bulletins, technical updates, announcements and other current events (e.g., Managing Wilderness in Provincial Forests: A Summary of the Policy Framework).

When preparing pamphlets consult the Ministry's Standard Specifications: Graphic Standards Manual for procedures, format, content, distribution and samples of various pamphlets.

Slide/Tape Shows

Slide/tape shows include any collection of slides that are presented to the public with either a spoken or pre-recorded narration. Consult the Ministry's Communication Project Guidelines before developing a slide/tape show.

Video Productions

Video productions include any production for presentation to the public which is shot on videotape. Consult the Ministry's Communication Project Guidelines for information on format, presentation costs and other guidelines pertaining to video productions.

Film and Video Rentals

The Ministry has an arrangement with L.M. Media Marketing to handle the rental of productions that were previously held in the Ministry's film library. A copy of the forestry section of their catalogue is reproduced in the Ministry's Communication Project Guidelines.

Reports and Publications

Reports and publications are an appropriate tool and medium to communicate comprehensive information, either for immediate impact or for reference purposes (e.g., The Lower Stikine Management Plan). Consult the Ministry's Standard Specifications: Graphic Standards Manual for procedures, format, content, distribution and samples of various reports and publications. See also Section 5.5.1 for the role of technical publications in training.

Special Projects

Special communication projects include events that involve the public and in which the Ministry is represented as the host or a participant. These include open houses, fairs, tours, parades or mall displays. Consult the Ministry's Communication Project Guidelines for a checklist of points to consider.

[ Top ]

5.5 Training

Opportunities

Training opportunities that are available to recreation staff include:

• technical publications, including:

• policy manuals (e.g., Ministry Policy Manual)
• procedure manuals (e.g., Recreation Manual)
• handbooks (e.g., Forest Landscape Handbook)
• textbooks (e.g., Wildland Recreation Management)
• research reports (e.g., Logging in Kootenay Landscapes; the public response)

• field guides (e.g., Ecosystems of the Rocky Mountain Trench Field Guide)
• workshops (e.g., Workshop on Recreation Management in TFLs, Vancouver, June 12-13, 1989)
• symposia (e.g., Rivers and Trails Symposium, Vancouver)
• field trips (e.g., Williams Lake field trip at 1989 fall recreation meeting)
• meetings (e.g., provincial and regional recreation meetings)
• courses (e.g., the wide range of Ministry/non-Ministry, government/private sector, supervisory/technical, specialist/generalist courses that are available through the government, universities, private sector, etc.)
• staff assistance and advice (e.g., Recreation Branch staff specialist assistance to regions, districts and licensees, and regional staff assistance to districts and licensees)

Extension Services

Extension services are provided by MoF recreation and landscape staff to forest licensees, schools, organizations and the general public. These services include seminars, technical workshops and other educational and training assistance in recreation, landscape and wilderness management.

Procedures and responsibilities for the training of recreation staff are:

Responsibility Level

Procedures and Responsibilities

Human Resources Branch

• develop and maintain training opportunities for Ministry (including recreation) staff in accordance with Ministry policy

Recreation Branch

• establish provincial recreation training priorities by maintaining a training plan, including a proposed budget
• coordinate with Human Resources Branch and others in the development and implementation of the training plan
• monitor the results of training activities

Regions

• establish regional recreation training priorities by maintaining a training plan, including a proposed budget
• coordinate the development and implementation of the training plan
• monitor the results of training activities

Districts

• establish district training priorities by maintaining a training plan, including a proposed budget

[ Top ]

5.6 References

Cited References

MoF Communication Project Guidelines (Public Affairs Branch)

Ministry Policy Manual

BCFS Recreation Brochure Program: Review and Recommendations, September 1987

MoF Standard Specifications: Graphic Standards Manual

Guidelines for the Selection and Development of Demonstration Forest Sites: Forestry Issues Steering Committee Project No. 9, M. Ratcliffe, October 1987

An Inventory and Preliminary Classification of Forestry Demonstration Areas in B.C.: Reid, Collins and Associates, May 1988

Supplementary References

Managing Wilderness in Provincial Forests: A Summary of the Policy Framework

The Lower Stikine Management Plan

Forest Landscape Handbook

Wildland Recreation Management

Logging in Kootenay Landscapes: The Public Response

Ecosystems of the Rocky Mountain Trench Field Guide