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but they didn’t regard that image negatively. They did, however, form a negative view if they were aware of a particular issue, such as an access problem, but didn’t display general hostility. The public made it clear that, once they were aware of
the role of estates, they felt it would be helpful for estates to communicate more positively on what they do. “The study showed that the management and maintenance of the countryside were somewhat taken for granted and people assumed them to be largely a function of nature,” commented Jo Fawcett, managing director of George Street Research. “There was a lack of awareness about estates rather than
antagonism, and it’s clear the public enjoy the facilities and going into the countryside. They just don’t think much about how that happens or who’s involved in making it happen.” These were key findings as far as estates are concerned. There are many and varying views on estates, and of course
www.snh.gov.uk
we recognise that we can be viewed in a negative light. It would be absurd to suggest otherwise. But it was also clear that the public’s opinions about estates and landowners were not as strong as we thought they might be. The message coming back from the public is that, when
they experience estates, they like what they see. They do not, however, make strong connections between that experience and the contribution of estates. The big lesson for us to learn is that we need to make very clear what role we play. Many rural estates in Scotland contribute a great deal in
terms of tourism, leisure and business. And the work that’s done on estates across Scotland in terms of conservation, wildlife and habitat management is something in which we should take pride. The public seems open to finding out more about the contribution we make to rural Scotland. Providing them with better information is a challenge that estates and landowners must meet successfully.
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