| This study audited the external communications of the Texas Forestry Association in an attempt to provide a picture of the organization's communications and to compare its objectives to its activities. Objectives were identified through interviews. Using an integrated communications paradigm, every accessible type of external communication was audited through content analysis. Comparisons were made within media types based on message intent, intended public, and subject matter. Results were summarized into three categories based on time intensity. The most intensive efforts were usually educational about a variety of subjects for specific audiences. The intensive efforts were mostly informational in intent with general forestry as the primary subject matter and were aimed at the general public. The least intensive efforts had varied subject matter that was intended for the most part as information for varied audiences. With one exception when comparisons were made, the association's activities agreed with its objectives. |
