What makes forest-related topics newsworthy? How can we humanize our stories and constantly create better engagement with readers, without repeating the same story over and over?
Media plays a vital role informing about forest-related issues, especially when linked to the role forests play in climate change. However, these topics are often very complex and thus difficult to explain in detail to a general public so that they have a clear understanding of how for instance, climate change is affecting the state of forests. Furthermore, media is often attracted by specific narratives, for example the potential of forests to mitigate climate change and attempts to “sell” forests as the ultimate solution – which is too short-sighted. Thus, we need to find ways to tell stories entailing important and correct information in a way that people can relate to and empathize with. But how can we achieve that?
Discussions around these topics are tackled in our communications training series, an initiative from the European Integrate Network secretariat. In our second workshop “Engaging with Media,” taking place on 24th June 2021 as a virtual event, we learned about the many challenges faced but also solutions that scientists, journalists, politicians, and practitioners can offer when communicating about forests.