Public relations program for improving deforestation situation in cho don district bac kan

MINISTRY OF AGRICULTURE AND RURAL DEVELOPMENT VIETNAM FORESTRY UNIVERSITY STUDENT THESIS PUBLIC RELATIONS PROGRAM FOR IMPROVING DEFORESTATION SITUATION IN CHO DON DISTRICT, BAC KAN Major: Advanced Curriculum in Natural Resources Management Code: D850101 Faculty: Forest Resources & Environmental Management Student: Hoang Thi Kieu Diem Student ID: 1453090614 Class: K59B_Natural Resources Management Course: 2014 - 2018 Advanced Education Program Developed in Collaboration with Colorado State University, USA Supervisor: Assoc Prof Dr Tran Thi Thu Ha Hanoi, September, 2018 Contents List of Abbreviations ii List of tables - Diagrams .iii INTRODUCTION GOALS AND OBJECTIVES SITE DESCRIPTION METHODOLOGIES 4.1 Secondary data collection 4.2 Primary data collection 4.3 Data analysis process 4.4 Building PR campaign (June, 2017- June, 2018) 5 RESULTS AND DISCUSSION 5.1 Deforestation situation in Cho Don district, Bac Kan 5.2 Awareness and behavior of villagers on deforestation situation and ability to build PR campaign in Cho Don district, Bac Kan province 5.3 PR program for improving deforestation situation and raising fund to build Sustainable forest development fund in Cho Don district, Bac Kan province 11 5.3.1 Executive summary 11 5.3.2 Situation analysis 12 5.3.3 Goals and objectives 12 5.3.4 Key message 13 5.3.5 SWOT analysis 13 5.3.7 Target publics 14 5.3.8 Strategies 14 5.3.9 Tactics 15 5.3.10 Schedule and budget 17 EVALUATION 18 6.1 Outcomes 18 6.2 Outcomes 21 APPENDIX 23 i List of Abbreviations PR Public relations SPSS Statistical Package for the Social Sciences ii List of tables - Diagrams Table – Diagram Description Page Table Descriptive results for selected variables 16 Table Local’s awareness about deforestation situation 18 Table Willingness to pay for building “Forest protection and 19 sustainable development fund Table SWOT analysis 22 Table WWWWWH analysis 23 Table Timeline and budget for PR campaigns 26 Diagram The comparison of cover forest in Cho Don district from 15 2013 to 2017 Diagram The figurate of local concern about PR program iii 20 ACKNOWLEDGEMENTS I would like to express my very great appreciation to Assoc Prof Dr Tran Thi Thu Ha, my research supervisor, for her enthusiastic encouragements and useful critiques of this research work Without her thoughtful, patient guidance through every step of my research, this thesis could not have been realized Thanks to cooperating between Vietnam Forestry University and Colorado State University, I have chance to approach a reservoir of international knowledge and experience I would like to extend my thanks to Mr Doan Duc Manh and Ms Trieu Thi Phuong, the Principal and the Vice Principal of Cho Don boarding secondary school, for accepting the responsibility of my research as well as Mr Trieu Van Sy for giving me the knowledge accompanied with the enthusiastic guidance to collected data when I worked as an apprentice in Natural resource and Environment Department in Cho Don District Moreover, I highly appreciate to Mr Nong Van Duong, the Vice Principal of Cho Don People’s Committee for supporting me carried out survey questionnaires and interviews to local residents, followed by providing me with useful information about Cho Don People Many other people have contributed to the success of this thesis but I would like to particularly thank my friends in VNUF Go Green Club and other members in Action For Forest project for their support Last but not least this thesis could have never been completed without the support of my parents because of their encouragements and giving me the favorable conditions during the entire process of doing research and going field works for having my works done iv ABSTRACT Early attempts to produce a better understanding on the cause of deforestation from lack of knowledge and to halt this problem have achieved little success without providing thoroughly reasonable measures at the village, district, provincial and national levels Drawing on case study site in Cho Don district, Bac Kan province, this study was undertaken to assess the deforestation situation, awareness and behavior of local people on deforestation situation and ability to build PR campaign, whereby PR programs were established for improving deforestation situation and raising fund to build Sustainable forest development fund in this area Inheriting existed data, survey questionnaires, participant observation and focus group discussions were the methods used in data collection Using the Statistical Package for Social Sciences program, Microsoft Excel software was used to analyze some quantitative data The results revealed an overview on the critical issues on deforestation in Cho Don district, the relationship between attitude of local people towards deforestation situation and willingness to pay or donate money for building Sustainable forest development fund fluctuated according to different person with different sex, age, types of job, income and level of education The study also figured out some PR campaign and test the effectiveness one out of two PR strategies which already carried out by author in Cho Don district, Bac Kan province v INTRODUCTION Vietnam is a multi-ethnic country According to the 2018 census, the population of Vietnam is about 96.730.454 people, belonging to 54 ethnic groups The Kinh majority accounts for 73,594,427 people, accounting for 85.6% of the total population of the country The remaining 53 ethnic groups with a population of 12,252,570 people, accounting for 14.4% of the total population are ethnic minorities (Language and writing of ethnic minorities in Vietnam, 2013) Ethnic minorities, except the Hoa ethnic, are concentrated in the highlands Among ethnic minorities, the most populous are the Tay, Thai, Muong, Hoa, Khmer, Nung ethnic groups, each with a population of about one million The Brau, Ro Mam and O Du ethnic groups have the least population, with a few hundred for each group Due to their high mountainous status, ethnic minority people are outdated, have limited knowledge of environmental protection issues, especially forest protection Cho Don is is a rural district of Bac Kan Province in the Northeast region of Vietnam, mainly inhabited by ethnic minorities According to 2010 district population statistics, there are 48,909.0 people with 25,002.0 males and 23,907.0 females, with a population density of 53.68 people / km2 The Kinh, Tay, Dao are majority Urban area: area of 24.91 km2, population 6097 people (accounting for 12.46% of population), population density 244.76 people / km2 Rural area: area of 886.24 km2, population 42,812 people (accounting for 87.54% of the population), including 21 communes with a population density of 48.30 people / km2 District population is unevenly distributed among high density administrative units mainly in the areas along the provincial roads Basing on the practical significant above, I proceed to carry out the research: “PR program for improving forest protection in Cho Don district, Bac Kan” This research will show the critical issues on Cho Don deforestation and point out some PR strategies in the hope of improving the situation Public relations (PR) is “the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest; and plans and executes a program of action to earn public understanding and patience” (Public relations News) In the information era, PR is not only a technical activity for business but also useful for natural resource management However, PR is a new communication tool in Vietnam natural resource management that it has not been utilized widely by environmentalists GOALS AND OBJECTIVES 2.1 Goals The goal of the research is to improve forest protection and reduce deforestation by increasing awareness of local people in Cho Don district, Bac Kan province 2.2 Objectives The specific objectives of this thesis are as follows: (1) To assess forest management and deforestation in Cho Don district, Bac Kan province; (2) To ascertain awareness and behavior of villagers on forest management and deforestation in Cho Don district, Bac Kan province; (3) To establish PR program for improving forest management and combating deforestation in Cho Don district, Bac Kan province; (4) To test the effectiveness of the PR program in Cho Don district, Bac Kan province SITE DESCRIPTION The research was conducted on Cho Don district which is located on the Bac Kan province, about 200 Km northeast of Ha Noi, the capital of Vietnam It take you hours by bus go to there from the center of Hanoi The north borders Ba Be district; in the south, it is bordered by Cho Moi district and Tuyen Quang province; the East borders Bach Thong district; the province borders Tuyen Quang province in the west Cho Don is a fertile land, abundant mineral resources, forest products The primeval forest of Cho Don is home to many rare plants such as Dinh, Lim, Se, Tu, Lat, Dien ; In addition, there are many animal species and rare herbs The underground is home to many precious minerals such as gold, lead, copper, zinc Particularly, the quarry is about 40 km long, belonging to the Indochina Mining and Metallurgical Company, with a capital of 16 million francs, invested by French colonialists in 1909 By 1925, to 1,000 workers, 80 secretaries This area is a profitable place for rich colonialists to dominate, as well as a place where there are many complicated components, or looting and killing Within 27 years (1914 - 1941), French colonists brought home more than 350,000 tons of zinc ore The ethnic groups in Cho Don have a relatively developed production base In addition to growing rice (mainly paddy rice), people also grow maize, sweet potato, cassava and other food crops such as vegetables, beans As the Kinh people in the lowland, farming techniques and tools of the compatriots The ethnic groups here are relatively high and quite complete For a long time, farmers in Cho Don ethnic groups have known how to use fertilizers and make agricultural tools, such as civets, harrows, knives, Especially, they know how to make water from low to high, can make sugar cane presses, oil presses The cultivation and breeding, ethnic people here are very skillful in knitting crafts Both men and women know knitting and often weave the use of such things as: pigeons, bears, boars, baskets, pan, etc., Women are good at cotton cultivation, spinning, weaving; good embroidery, sewing, making more unique clothes, colorful ethnic color Most men are proficient in hand-held weapons and fishing tackle Photo: Map of Cho Don district, Bac Kan province In addition, construction density is low, mainly agricultural land, so the environment is quite fresh However, domestic waste water drainage system, unfinished production, unprocessed medical waste and low septic tank latrines are potential problems that threaten the ecological environment The cultivation and distribution of crops in some places is not reasonable, soil is easily degraded The area of forest occupies a large proportion of natural area, but the forest coverage rate is not high together with the effect of global climate change, causing the increasing dryness, causing damage to the district's economy The daily amount of waste in the district is not processed, but directly discharged into the environment of selfdegradation The central area of the district is collected by the management of Bang Lung Market, transported to landfill The rate of garbage collection is about 70% but unmanaged garbage is sure to pollute the environment Medical waste at district health centers, commune health facilities that have not been thoroughly treated will be sources of pollution and disease The total number of laborers employed in the economic sectors is 28,320.0 people, accounting for 95.90% of the labor force in the age group Of which: labor in agriculture, forestry and fishery: 22,179.0 persons, accounting for 78.32% of total working population Labor in industry and construction: 2,315.0 people, accounting for only 8.17% of the working population; Labor in the service trade sector: 3,826.0 people, accounting for 13.51% of the labor force The number of unemployed workers is still quite large The labor force is a generally low, mainly unskilled worker In the coming time to meet the requirements of socioeconomic development of the district, especially in the period of industrialization and modernization of the country, training and improving the quality of labor should be paid attention Focus on investment; this is the first important issue to promote production force development METHODOLOGIES 4.1 Secondary data collection This method is used to assess deforest situation in Cho Don district, Bac Kan city It is mainly conducted by using archived data from “Báo cáo thực trạng rừng huyện Chợ Đồn” (Status of forest in Cho Don, 2016) The main information I concern is forest quality data and effects of deforestation on local environment and health in 10 year recently of Cho Don district, Bac Kan province 4.2 Primary data collection With a view to accessing the awareness and behavior of local community and the potential for building PR campaign in Cho Don district, Bac Kan province, I conducted survey by using both structured and semi-structured interview in an effort to gather large amounts of information from numerous residents in a community in terms of a specific topic in a relatively short period of time Structured interviews: Using questionnaire survey in two sample with different objects and current target audiences, as well as provide updates on the PR campaign YouTube will be used as a way aimed to promote crowd-funding through video clips online For the 35 plus age group, brief notices in local newspapers and information evenings about crowd-funding campaign will form the bulk of residents and also attract businessman for donating money There are some levels benefits which are proportional to amount of money donated from 100 thousand VND to 50 million VND such as receiving certificate, T-shirt, sticker and handbook including their name on an exclusive list in PR campaign newsletter sent to followers and fellow supporters 16 5.3.10 Schedule and budget Table 6: Timeline and budget for PR campaigns Goals Task Budget Timeline Note (VND) Preparing materials and contact with Cho Don boarding O 2,500,000 secondary school 100,000,000 VND Environment training "Save forest - save O future" exhibition 850 ,000 Preparing for crowd- Picture frame, event running Website, Facebook funding campaign O Crowd funding page, Video O Advertisement running and Paypal campaign payment services Aug- Total color and paper O course 10,000,000 Print materials, gift, Jul- 2018 Sep, 2018 Oct- Nov 2018 - Jan, 2019 - 2018 Dec 2018 Jun, 2019, 17 13,350,000 EVALUATION 6.1 Outcomes After the first campaign, there used to be a banner suspended, 50 badges, 50 fact sheets, and 50 pens tagged logo delivered to students Besides, 03 videos aimed to make students have better understand about the lectures No Source link Name Link https://www.youtube.com/watch?v=qthNIFx LVco Causes and consequences of deforestation Link https://www.youtube.com/watch?v=jEI0PjE3-g How to save forest? Link https://www.youtube.com/watch?v=19Ip2Itl 5NA Role of forest 100% students joined this course interested and applied some simple tips into using trees and protected forest at home through lectures They also are equipped with basic knowledge and better understanding about forest resources protecting and managing In pursuit of organizing an exhibition “Save forest, save future”, 12 photos and 28 drawing pictures were chosen out of such students’ works The environmental training course drew great attention from 180 student in Cho Don boarding secondary school, around 20 teachers and school officers and at least 50 students’ parents PR products 18 Banner Fact sheet 19 Badge Pen with tag Drawings performed in exhibition 20 Source: Providing by students 6.2 Outcomes Crowd-funding campaign effectiveness will be evaluated whether or not by the amount of money donated through the Fanpage “Chiến binh rừng xanh – Save forest_Save future” after months running campaign in 2019 21 REFRENCES Danso, 2018 Dân số Việt Nam (2018) https://danso.org/viet-nam/ Douglas L Gilbert, 1964 Public relations in natural resources management, Burgess Pub Co Ravikumar A, Kijazi M, Larson AM and Kowler L 2015 Project Guide and Methods Training Manual Guideline Bogor, Indonesia: CIFOR “Quy hoạch sử dụng đất đến năm 2020, kế hoạch sử dụng đất năm (2011- 2015) huyện Chợ Đồn xã, thị trấn thuộc huyện Chợ Đồn” Vietnamplus, 2017 Toàn cảnh rừng tự nhiên Việt Nam kể từ năm 1945 http://kinhtevn.com.vn/toan-canh-ve-rung-tu-nhien-cua-viet-nam-ke-tu-nam-194524984.html Báo cáo số 27/BC-CTMT ngày 23/07/2018 BQL CTMT PTLN bền vững huyện Chợ Đồn Quy hoạch sử dụng đất Quyết định số 2365/QĐ-UBND ngày 29/12/2017 UBND tỉnh Bắc Kạn Cổng thông tin huyện Chợ Đồn, 2016 Lịch sử văn hóa Chợ Đồn https://chodon.backan.gov.vn/Pages/gioi-thieu-chung-316/lich-su-van-hoa318/ChE1BBA320C490E1B-1641a9da3aee9773.aspx 22 APPENDIX 01: SURVEY QUESTIONNAIRE FORM  Introduction: This survey is part of a research into the general assessment deforestation situation; awareness and behavior of villagers on deforestation situation and ability to build PR campaign in Cho Don district, Bac Kan province The research is conducted by: Hoang Thi Kieu Diem– Student at K59 Natural resources management – Advanced curriculum as part of thesis studies in cooperation with the Colorado State University and Vietnam Forestry University The reason for this interview is to gain your awareness about deforestation situation and willingness to pay for building a Sustainable forest development fund in Cho Don district, Bac Kan province The questionnaire will take about 15 minutes Of course you have the freedom to decide whether you want to participate in this survey questionnaire or not You will not suffer any ill consequences for not taking part, nor will you gain any direct benefits from participating The information provided by you will be kept confidential and will be used for academic purpose only Your name will not be mentioned in any publication following from this research Thank you very much for your participation!  Instruction for completion: Select the right option and tick square Write briefly the answer on the … open lines 23 in appropriate GENERAL INFORMATION Full name: Sign: Address: Phone number: Sex: Male • Job: Female • • Non – farmer • Farmer What is your age? □ Under 26 □ 46 – 55 □ 26 – 35 □ 56 – 65 □ 36 – 45 □ Over 65 Education level  Illiterate  Vocational school  Primary school  College or University  Secondary school  Post University  High school  Other (Please specify………………………….) How many people in your family: persons How much your monthly average income? □ Under million VND □ – million VND □ – million VND □ – 10 million VND □ – million VND □ Over 10 million VND 24 GENERAL QUESTIONNAIRES Do you aware any deforestation situation happened in your local area? □ Aware and subscribe □ Not aware If the answer is YES, please give some example: …………………………………………………………………………………………… …………………………………………………………………………………………… Do you think that you have directly responsibilities for protecting forest?  Yes  No In your opinion, forest surrounding your house is destroyed?  Strongly Agree  Disagree  Agree  Strongly Disagree  Moderate If the answer is Yes please specify: ………………………………………………………………………………………………… …………………………………………………………………… …………………… In your opinion, what drivers cause deforestation? □ Industrial □ Domestic activities □ Animal husbandry □ Poor infrastructure □ Low human awareness □ Ineffective government manager activities in large and small scale From your point of view, who are the main forces of saving and improving the environment, especially forest?  Residents  Local environmental agencies  District People’s Committees  Provincial People's Committees In your idea, should we build a treatment system to relieve deforestation situation?   Strongly Agree 25 Agree  Moderate  Disagree  Strongly Disagree Are you willing to pay money for “Forest protection and sustainable development fund”?  Ready to pay  Still need sometime  Pay money only if certain conditions will fulfil  Not ready to pay  No response If yes: what amount are you willing to pay for Forest protection and sustainable development fund per household member? (Rank from to most prefer and to least prefer)  Up to 20 000 VND  500 001 VND – 000 000 VND  21 000 VND – 100 000 VND  Over 000 000 VND  100 001 VND – 500 000 VND Do you want a solution to solve environmental contamination at your local area?  Desiring have a solution to environmental problems  Willingness participate to find out solution  No response Do you have any suggestions for the state authorities to enhance forest quality of forest at your local area? ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… 26 SURVEY ON ATTENTION AND ENVIRONMENTAL ISSUES ENVIRONMENTAL CLASS PARTICIPATION OF STUDENTS The answer of the children in this survey will help to determine their attention to the environment and the environmental issues today, and the organizing an environmental classes for the children with their direct participation School: Class: _Date: _ (Circle one): Male Female Have you ever seen deforestation in your local areas? a Yes b No Have you ever joined any environmental classes or educational extra activities? (including in and out of school) a Yes b No If you answer YES, list them in these blanks below: If you say NO, choose the reason why: a I am not interested in joining those classes b T are no classes related to these environmental classes in my school c Other: _ Would you like to join an environmental classes? a Yes b No If you answer YES, register the class “I am SUPER FOREST” for protecting environment and spreading messages to other people Write your name to register as a “Forest Warriors” in the blank: 27 INTERVIEWING LOCAL GOVERNMENTS Full name: Age: Position: QUESTIONNAIRES The general information about Cho Don district: History, area, administrative maps The most recent statistics (Clearly note the source and time of the information) a The number of households in the area, population b The number of households/ manufacturers producing wood in the area: How many kinds of manufacturing, please enumerate them on list c The number of wood shops d The number of plants and companies in the areas List some large plants and companies Regulations and policies issued in the management and treatment of forest resources in the area Was, is or may be environmental project – forest source protection implemented in the area? Evaluate the impact of assessment district location issues on environmental and forest resources About noise pollution, air pollution, especially water pollution Give the Proposed Solution to the Local Government Why people encroach on forest land? was there policies and projects to support people about livelihoods? 28 Appendix 02: 29 30 ... on deforestation situation and ability to build PR campaign in Cho Don district, Bac Kan province 5.3 PR program for improving deforestation situation and raising fund to build Sustainable... assess forest management and deforestation in Cho Don district, Bac Kan province; (2) To ascertain awareness and behavior of villagers on forest management and deforestation in Cho Don district, Bac. .. Bac Kan province; (3) To establish PR program for improving forest management and combating deforestation in Cho Don district, Bac Kan province; (4) To test the effectiveness of the PR program in