Educating the public on trees is definitely the way forward!
I've thought long and hard about this before. I, and others I have discussed it with, think that TV would be the best vehicle to carry the message. I don't know about the USA, but the coverage really would be national with one series in the UK.
TV companies are always looking at material to use, and I think our industry is so diverse it could educate and entertain. It could be a documentary or a series based on tree work with lots of humourous incidents that we all know, and have people on their knees laughing at in the pub!
Just a few minutes listening to Prof.Claus Mattheck, Alex Shigo and others with vision, and seeing what legislation has to be complied with, risk assessment and planning has to be done before the tree can be worked upon, will make people look at both trees and tree workers/managers/researchers in a whole new light.
If we can help the general public see a little of what we see when we look at a tree walking down the street (simple bio-mechanics at work, target pruning, pests and diseases), they will appreciate the level of training and knowledge that goes into managing urban trees. This will have the knock on effect of the public seeking a good firm by asking pertinent questions that they have been informed upon. Companies that don't fit the bill, will have to retrain and prove their competence to win contracts.
So how about the ISA setting up a script writing competition for such a programme. Two categories, one for a humourous series, and one for a documentary?