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.

1. Program Update
PFLA 2014 Annual Conference
and General Meeting
June 5, 2014

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. • 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. 2014 Budget & Fees

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. 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. • 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)

15. 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)

16. 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)

17. 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

18. 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

21. Communications
Objective to update Communication Strategy
Response to ever changing political and bureaucratic
landscape at all levels
Evolving technology and media

22. 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.

23. 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.

24. 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.

25. 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.

26. Survey Outcomes (continued)
What does the name suggest the Private Managed
Forest Land Council is?
• MF Owners:
• Other:

27. Survey Outcomes (continued)
Are you aware of the difference between private
managed forest land and private forest land?
• MF Owners:
• Other:

28. 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:

29. 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:

30. 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.

31. 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.

32. 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/