Consider the source: the impact of media and authority in outreach to private forest and rangeland owners.

Over half of the United States is privately owned. Improving environmental sustainability requires that the scientific and management communities provide effective outreach to the many landowners making decisions about land use and management practices on these lands. We surveyed California forest and rangeland owners in ten counties throughout the state to assess the impact of existing outreach and identify gaps in information distribution and content. Although a number of organizations provide land management advice highly-ranked by landowners, no individual organization currently reaches more than 30% of forest and rangeland owners, and these groups together reach less than 60% of landowners. The lowest ranked advice came from wildlife and land management agencies, whereas the highest ranked advice came from private consultants and advisory organizations. The ecosystem services provided by forests and rangelands are strongly influenced by conservation scale, and this appears to be recognized in current outreach efforts. Owners of large properties (>200 ha) were substantially more likely to have received land management advice than smaller-sized properties, and from a broader group of organizations. As ownerships become increasingly fragmented, outreach focus and methods will need to shift to more effectively target the owners of smaller properties. On the other hand, some major outreach goals, such as conservation of wildlife, ranchland, or agricultural communities, will continue to rely on effective outreach to owners of larger properties.