Context. Large carnivore reintroductions often face unique challenges, as they can conflict with human interests and face public opposition. To increase the probability of success, reintroduction programs can use strategic communications to increase public support and achieve conservation goals.

Aims. Although there is initial research testing theoretically-grounded messages on generating support for reintroductions, there is much to learn about the efficacy of messaging strategies, particularly how specific themes perform against each other. Despite the established importance of local support for successful reintroductions, there is little research examining local versus non-local communities’ responses to different messaging. This study fills these gaps by examining how strategic messaging can be employed to increase public support for a potential red wolf (Canis rufus) reintroduction in Ozark National Forest, Arkansas, USA.

Methods. We used an online survey panel of 844 Arkansas respondents to test five randomly assigned messages: a descriptive control and four treatments related to trust in the U.S. Fish and Wildlife Service (USFWS); red wolf benefits to humans; red wolf benefits to the ecosystem; and mitigating perceived red wolf risks. We compared Ozark National Forest-adjacent landowner (ONFALO) respondents to all other respondents to understand the effects of messaging on local versus non-local communities.

Key results. Our findings indicated significant differences among ONFALO respondents and other respondents. We found key differences in how messaging induced these two groups. Additionally, our pre-test-post-test approach demonstrated ONFALO were less influenced by messaging about a potential reintroduction than other respondents. Finally, we found that ONFALO respondents agreed with negative statements about red wolves more often than other respondents.

Conclusions. Overall, we conclude that messaging that highlights red wolf information may increase ONFALO respondents’ support for a potential red wolf reintroduction, and that efforts to increase self-efficacy in risk mitigation, and messaging related to ecosystem benefits of red wolves may also be beneficial.

Implications. Our results demonstrate the need for messaging related to wildlife reintroductions to be strategically tailored based on the audience, where specific attention should be paid to local community values and concerns.