Community perceptions of fishing: implications for industry image, marketing and sustainability
Final report
(survey percentages were 58% of males and 29% of females participating over the year prior to the survey). Very few members of either the focus groups or telephone sample (collectively referred to as ‘respondents’) had direct experience with the commercial wild-catch sector or traditional fishing, but many focus group members knew about or had visited local aquaculture ventures. Respondents generally viewed recreational and traditional fishing and aquaculture positively, but not commercial wild-catch fishing. The telephone sample rated the sustainability of the different sectors in the order wild-catch (25% said it was sustainable); recreational (56%); traditional (64%), and aquaculture (77%). Respondents’ most important source of information about the industry was the mass media, particularly television. Recreational fishers relied more on books, magazines and fishing clubs than non-recreational fishers. Government and industry were very minor sources of information for most respondents and were not viewed as highly credible sources. Poor perceptions of the wild-catch sector suggest that much mass media information about this sector is negative, and there could be advantages in industry taking a more proactive media stance and trying to achieve better coverage of ‘good news’ stories.
‘interested’), providing encouragement to those working to improve public understanding and knowledge of the industry. However, like similar surveys, the study concludes that unless they have a special interest, members of the public are unlikely to actively seek information about the industry nor to make much use of the sources they regard as most credible. Specific options for addressing poor public perceptions of the wild-catch sector include developing media campaigns in consultation with professional communicators; enlisting the support of media personalities to deliver messages; developing and disseminating popular material giving basic facts and figures about the sector and making it available in locations the public regularly uses; supporting production of television documentaries that provide a balanced perspective on wild-catch fishing and its contributions; and developing more integrated fisheries websites, preferably managed and maintained by community-based organisations that the public regards as credible. The industry could also develop more ‘on the wharf’ links to the public, for example by establishing fishing industry information sources within commercial precincts.
Assessment of seal fishery interactions in the South East Trawl Fishery (SETF) and the development of fishing practices and seal exclusion devices (SEDs) in the winter blue grenadier fishery to mitigate seal bycatch by SETF trawlers
Status of key Australian fish stocks reports and companion national fishery status reports - review of the 2012 reporting process and planning for future reports
The release of the first SAFS reports in 2012 demonstrated the value and impact of national fisheries reporting. In order to build on this and establish a strategic, longer-term legacy it is critical that the process is evaluated and the next edition planned. The current proposal is critical to developing the mechanisms needed to establish the reports as on-going and build towards the broader elements of national fisheries status reporting.
This proposal builds on the investment in the inaugural reports, facilitating feedback from end-users and those directly involved in production. It also provides a forum for agreeing on processes for the second edition of the SAFS reports (tentatively scheduled for 2014) and future companion reports that will contribute to establishing national fishery status reporting.
While the initial reports focused on target species, there is a longer term need to build reporting frameworks on other aspects of Ecologically Sustainable Development (ESD), such as the effects of fishing on the marine environment, economic performance, governance and/or social good. Elements of this are already underway through complementary projects, and this proposal will identify and focus on the key gaps.
Complimentary projects with a national focus on fisheries include:
2010/061 ‘Development of a national harvest strategy framework’ (PIRSA)
2013/023 ‘Develop a draft Australian Standard for responsible fishing on vessels to improve public perception of the commercial fishing industry’ (SSA)
2012/746 ‘Seafood CRC: preliminary investigation of internationally recognised Responsible Fisheries Management Certification’ (Sydney-Fish-Market)
2013/024 ‘Professionalising industry - NSW pilot’ (Oceanwatch)
2011/513 ‘Status of key Australian fish stocks reports’ (ABARES)
Review of the Commonwealth policy on fisheries bycatch (DAFF)
Review of the Commonwealth Harvest Strategy Policy (DAFF)
2010/046 ‘Improving the Management of Bycatch: Development and Testing of Standards for the Effective Mitigation of Bycatch in Commonwealth Fisheries’ (ABARES)
2010/040 'National social objectives and indicators guide' (FRDC)