Program Update
PFLA 2014 Annual Conference
and General Meeting
June 5, 2014
Phil O’Connor – Executive Director
• Strong background as professional forester with industry,
and management experience w...
• Specific sections of Council’s Regulation now also apply to
contractors, employees or agents working on behalf of the
ma...
2014 Budget & Fees
• The existing form had a number of areas that provided what I
would term “ nice to know “ information
Paragraphs describi...
The idea behind the reworked inspection form was two fold:
First, we wanted to refocus the attention of the inspectors
and...
• We made the form clear in the way it asked
questions around Council key responsibilities.
• We removed the option of pre...
In 2012 Council undertook an audit to assess the
effectiveness of its regulation with respect to the Act
It touched on all...
In all cases the audit found owners performing at or above
minimum requirements set by legislation
Performance reflects st...
A Couple of Effectiveness Audit Issues
Poorly understood interaction between Managed
Forest and individual water licensees...
A Couple of Effectiveness Audit Issues
Loss of larger stems to blow down within the riparian
areas of creeks and streams.
...
Communications
Objective to update Communication Strategy
Response to ever changing political and bureaucratic
landscape a...
Objectives
1. Review existing communication tools and brand and refresh
as necessary.
2. Create continuity between ‘Counci...
Key Steps & Deliverables 2013 2014
1. RFP and Award of Communication Contract
2. Develop and deliver communications and
ma...
Research & Assessment
• Understand what our audiences know and think
about us. Find the knowledge and perception gaps
and ...
Survey Outcomes
• Majority of people surveyed knew about us and
had received some form of communication from us
in the pas...
Survey Outcomes (continued)
What does the name suggest the Private Managed
Forest Land Council is?
• MF Owners:
• Other:
Survey Outcomes (continued)
Are you aware of the difference between private
managed forest land and private forest land?
•...
Survey Outcomes (continued)
Do you believe that privately managed forest lands
should have less, the same or stricter regu...
Survey Outcomes (continued)
How well do you think private landowners are managing
their forestry activities?
Sliding scale...
What’s Next?
Communications Objectives
• Build awareness and credibility of the Council with key
communities and stakehold...
What’s Next?
Communications Objectives (continued)
• Demonstrate the PMFLC is an innovative and professional, non
partisan...
Contact Us
Phil O’Connor, Executive
Director
Tel: (250) 386-5737
Email: execdirec@pmflc.ca
Rod Davis, Chair
Tel: (250) 882...
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
Private Managed Forest Land Council Update — June 2014
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Private Managed Forest Land Council Update — June 2014

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A PowerPoint presented by the Private Managed Forest Land Council (PMFLC) at the Private Forest Landowners Association's (PFLA) conference and AGM, June 5, 2014.

The PowerPoint presentation includes:

• An introduction to the PMFLC’s new executive director, Phil O’Connor.

• Information about a recent change to the regulation, effective July 1, 2014: specific sections of Council’s regulation will now also apply to contractors, employees or agents working on behalf of the managed forest owner.

• An explanation of the PMFLC budget and fees for the past five years.

• Details about changes to the updated inspection form.

• Highlights from the PMFLC’s 2012 effectiveness audit, including a couple of issue that were raised as a result of the audit.

• An update on the Council’s communications strategy, including key steps and deliverables for 2013/2014, as well as related research findings and survey outcomes.

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Private Managed Forest Land Council Update — June 2014

  1. 1. Program Update PFLA 2014 Annual Conference and General Meeting June 5, 2014
  2. 2. Phil O’Connor – Executive Director • Strong background as professional forester with industry, and management experience with BC Forest Service New office location • Full time business operation • New staffing model • Updating business capability (administrative & field operations) What’s New
  3. 3. • Specific sections of Council’s Regulation now also apply to contractors, employees or agents working on behalf of the managed forest owner • Compliance and enforcement actions under the Regulation were previously limited to the owner • Provides consistency between the Regulation and the Private Managed Forest Land Act • Broadens accountability for compliance where owner’s actions have been duly diligent • Changes were made in consultation with PFLA and government agencies • Amendment comes into force on July 01, 2014 • Updated Regulation at: http://www.pmflc.ca/ Council Regulation Change
  4. 4. 2014 Budget & Fees
  5. 5. • The existing form had a number of areas that provided what I would term “ nice to know “ information Paragraphs describing an owners Managed Forest Comments related to an owner’s plan to harvest in the future • It’s not that this information is unimportant, it just didn’t provide the direct answers required to measure an owner’s performance within their managed forest in relation to Council key mandate Updated Inspection Form Why the Changes ?
  6. 6. The idea behind the reworked inspection form was two fold: First, we wanted to refocus the attention of the inspectors and the inspection form on Council key mandated responsibilities related to Soil Conservation, Water Quality, Fish Habitat, Reforestation and Critical Wildlife Habitat. Second, we wanted to make the process of completing the form more efficient. Updated Inspection Form
  7. 7. • We made the form clear in the way it asked questions around Council key responsibilities. • We removed the option of presenting “nice to know information”. • We wanted to reduce the time it takes our inspectors to complete the document. Updated Inspection Form (continued)
  8. 8. In 2012 Council undertook an audit to assess the effectiveness of its regulation with respect to the Act It touched on all aspects of Council responsibilities under the regulation Included an evaluation of harvesting and road building in relation to soil conservation It reviewed forest management activities in relation to the maintenance of water quality and fish habitat around creeks and streams It reviewed owners performance in restocking and reforesting their lands Effectiveness Audit (April 29 2014)
  9. 9. In all cases the audit found owners performing at or above minimum requirements set by legislation Performance reflects strong commitment owners have to their land and the strength of Council results based legislation Effectiveness Audit (continued)
  10. 10. A Couple of Effectiveness Audit Issues Poorly understood interaction between Managed Forest and individual water licensees. • Over 25,000 individual water licensees in the Province • Act provides protection for LWI (Licensed Water Intakes), but very little for individual water licensees • Proposed water study in 2014/15 to address issue Licensed waterworks intake dam and intake
  11. 11. A Couple of Effectiveness Audit Issues Loss of larger stems to blow down within the riparian areas of creeks and streams. • This is not an isolated issue and has plagued the forest industry as a whole for many years • Council will continue to monitor the situation and implement any new or innovative practices to address the issue as they arise
  12. 12. Communications Objective to update Communication Strategy Response to ever changing political and bureaucratic landscape at all levels Evolving technology and media
  13. 13. Objectives 1. Review existing communication tools and brand and refresh as necessary. 2. Create continuity between ‘Council’ brand and communication tools and internal and external communication. 3. Develop and enhance tools – print collateral (brochure), and refresh electronic media (website). 4. Increase awareness of the MF Program and the Council with provincial politicians, local government politicians and the public. 5. To establish the Council as the known regulator of forest practices on private managed forest land in the province.
  14. 14. Key Steps & Deliverables 2013 2014 1. RFP and Award of Communication Contract 2. Develop and deliver communications and marketing strategy a) Communications research and assessment b) Communications strategy and messaging c) Marketing and collateral materials development i. Website, brochures, fact sheets, etc.
  15. 15. Research & Assessment • Understand what our audiences know and think about us. Find the knowledge and perception gaps and work to address them. • Surveyed 120 stakeholders and conducted many one on one interviews. • MF owners, politicians and bureaucrats from all levels for government, other interested parties ie. streamkeepers, ratepayers assoc.
  16. 16. Survey Outcomes • Majority of people surveyed knew about us and had received some form of communication from us in the past year. • But there is a gap between what MF owners think and what other decision makers and stakeholders think.
  17. 17. Survey Outcomes (continued) What does the name suggest the Private Managed Forest Land Council is? • MF Owners: • Other:
  18. 18. Survey Outcomes (continued) Are you aware of the difference between private managed forest land and private forest land? • MF Owners: • Other:
  19. 19. Survey Outcomes (continued) Do you believe that privately managed forest lands should have less, the same or stricter regulations for forestry management than those on public land? • MF Owners: • Other:
  20. 20. Survey Outcomes (continued) How well do you think private landowners are managing their forestry activities? Sliding scale to rank the management from1 to 5: 1 being poor & 5 being excellent •MF Owners: •Other:
  21. 21. What’s Next? Communications Objectives • Build awareness and credibility of the Council with key communities and stakeholders. • Establish the PMFLC as a fair, effective, transparent and credible regulator of forest practices on privately owned and managed forest lands. • Raise awareness and a positive impression of the PMFLC among all levels of government and program participants and with community leaders and decision makers.
  22. 22. What’s Next? Communications Objectives (continued) • Demonstrate the PMFLC is an innovative and professional, non partisan organization and a credible and knowledgeable source of information on forestry practices on private owned forest land and increase requests for information from the media and stakeholders. • Promote benefits of sustainable forestry and reforestation and demonstrate how results and performance based management of privately owned forest lands supports and upholds economic, social and environmental values.
  23. 23. Contact Us Phil O’Connor, Executive Director Tel: (250) 386-5737 Email: execdirec@pmflc.ca Rod Davis, Chair Tel: (250) 882-0072 Email: roddavis@shaw.ca Website: http://www.pmflc.ca/
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