How to regain the reputation of a national park

It’s had a torrid time at the wrong end of public campaigns led by dog walkers and horse riders, but has the New Forest National Park Authority finally turned the corner in PR terms?

The Authority has a difficult job in seeking to preserve one of western Europe’s most precious heathland areas given the huge weight of often competing interests and ever growing visitor numbers.

Trying to close off areas from dogs and horses to protect precious species of plants and animals angered some local residents and led to all manner of hostile comment and press coverage. It even saw the resignation of the former chief executive.

Now though there seems to be a new approach. Local press reports report a comms shake-up designed to portray a more “supportive and engaging approach”.

New CEO Barrie Foley says the move is about helping more people understand the benefits that national park status can bring to both nature protection and recreation.

The strategy involves more emphasis on education among various stakeholders – internal and external.

The Authority is working alongside dog owners to encourage responsible ownership rather than seeking outright bans.

There is also a new equine forum to bring horse riders into the decision making process behind new guidelines on recreational horse keeping in the Forest.

In addition, the Authority is seeking more opportunities to communicate the economic benefits of Park status. These include the availability of investment funds for underground rather than overground pylons and schemes to improve land management and environmental protection.

No doubt there will continue to be many competing and conflicting pressures but let’s hope the new CEO and his team can continue to square the circle.