Surveying Articles

The Public Perception Problem: Why No One Knows What Surveyors Do

“If the public thinks all surveyors do is fly drones, they'll never understand why your job matters—or why they should care if it disappears.”

Ask a random person what a land surveyor does, and you’re likely to get one of three responses: a confused shrug, a vague mention of maps, or an enthusiastic—but wildly incorrect—comment about drones. This is more than just an amusing misunderstanding; it’s a crisis of visibility, one that threatens the entire profession.

Surveyors play an essential role in society, defining the physical reality that underpins property rights, infrastructure, and environmental management. But to the general public, surveying is either invisible or mistaken for a tech-driven side gig, lumped in with drone hobbyists and AI-generated maps. And when people don’t understand what you do, they don’t care when it’s threatened.

This lack of public awareness isn't just a minor inconvenience; it’s a direct existential threat to the profession. If people don’t recognize surveying as a highly skilled, legally essential practice, it becomes much easier for politicians to deregulate licensure, for funding to disappear from surveying education, and for corporations to claim they can replace professionals with algorithms.

We’re already seeing the consequences play out. In Florida (2022), state lawmakers nearly passed legislation that would have allowed unlicensed drone operators to perform “survey-like” services, arguing that strict licensure laws were unnecessary. When surveying advocates mobilized to fight the bill, they discovered a major problem: lawmakers didn’t actually understand what surveyors did. (Read more about the fight for licensure.)

Similarly, in California (2020), surveying programs at public universities faced steep funding cuts because decision-makers saw them as nonessential technical training, rather than the backbone of legal land ownership and development. It took a frantic advocacy effort to reverse the decision. (Learn how government funding decisions impact surveying.)

These aren’t isolated incidents. They’re symptoms of a profession that has become invisible to the very public it serves. And if surveyors don’t take control of their own narrative, others—corporations, politicians, and tech disruptors—will define it for them.

This problem isn’t just happening in the United States. Globally, surveyors are struggling to maintain control over their expertise while Big Tech positions itself as the new authority in mapping and land measurement. (Explore how tech companies are taking over geospatial data.)

To fix this, we have to ask a hard question: How did surveying become so invisible in the first place?

How Surveying Became Invisible: A Brief History

“Surveyors once shaped nations—now, most people don’t even know we exist.”

Surveyors have been foundational to civilization itself. The United States was literally mapped into existence by surveyors like George Washington, Thomas Jefferson, and Abraham Lincoln, all of whom practiced surveying before leading the country. In ancient Egypt, surveyors maintained order after the Nile’s floods, re-establishing boundaries and ensuring fair land distribution. For centuries, surveying was seen as a profession of authority, precision, and indispensable public service.

So, what happened? How did a profession that once held a seat at the table of world leaders become an afterthought?

The answer lies in a slow but steady decline of public visibility, fueled by three critical failures:

1. The Disappearance of Surveying from Education
   Once upon a time, basic land measurement principles were taught in schools. Now, surveying is almost entirely absent from public education. Ask any high school student about engineering or architecture, and they’ll likely have at least a vague idea of what those careers entail. Ask them about land surveying, and you’ll get blank stares.
   
   Even within the university system, surveying programs have been shrinking. Many colleges have dropped dedicated surveying degrees, instead rolling them into broader civil engineering programs. This has led to fewer students pursuing surveying careers and even fewer learning about its importance. (Read more on the generational knowledge gap in surveying.)
   
   
2. The Tech Industry’s Takeover of Public Perception
   Surveying has always been a high-tech profession, constantly evolving with new tools, from total stations to LiDAR. But in recent years, tech companies have aggressively rebranded mapping and measurement as purely algorithm-driven, shifting public perception away from licensed professionals.
   
   Consider the average person’s experience with maps today. Google Maps, Apple Maps, and commercial drone services dominate the conversation, making it seem like land measurement is just an automated process handled by satellites and AI. The idea that a licensed surveyor must legally verify and certify measurements is almost completely absent from the public’s understanding. (Learn how Big Tech is reshaping geospatial data ownership.)
   
   
3. Surveyors’ Own Reluctance to Engage with the Public
   The surveying profession has traditionally prided itself on quiet expertise. Surveyors let their work speak for itself, trusting that accuracy, legal accountability, and professional rigor would be enough to maintain their standing. But in today’s world, that isn’t enough.
   
   Lawyers advertise their importance. Engineers lobby for policy changes. Architects showcase their designs to the public. Surveyors? They work behind the scenes. The result? A critical profession that has faded into the background, with the public—and sometimes even lawmakers—unaware of just how vital surveyors are.
   
   

This decline in visibility is more than just a PR problem. It has real-world consequences, from the rise of unlicensed mapping services to the erosion of public trust in professional surveying. (Read how unlicensed operators are threatening the profession.)

The good news? This invisibility isn’t irreversible. The question now is: How do surveyors reclaim their place in the public consciousness before it’s too late?

Why Public Ignorance Hurts Surveying

“If people don’t understand what we do, they won’t care when we disappear.”

Surveyors don’t just measure land—they protect property rights, ensure public safety, and provide the foundation for nearly every infrastructure project in modern society. But here’s the problem: when the public doesn’t understand a profession, they don’t value it. And when a profession isn’t valued, it becomes an easy target for budget cuts, deregulation, and corporate takeover.

Surveyors are experiencing this firsthand. The lack of public understanding about surveying isn’t just an inconvenience—it’s actively harming the profession. Here’s how:

1. Underfunding and Deregulation: When No One Knows, No One Cares

If the public doesn’t know what surveyors do, they won’t care if licensing requirements are weakened or if government agencies cut funding for surveying programs. Politicians respond to public pressure, and when surveying doesn’t even register as a concern for most people, it’s the first thing on the chopping block.

Take Florida as an example. In 2022, proposed deregulation efforts sought to remove licensing requirements for several professions, including surveying. Lawmakers justified the move by saying licensure was an unnecessary “barrier to entry,” despite the obvious legal and ethical responsibilities tied to the profession. The most alarming part? Many legislators didn’t even understand what surveyors did before voting on policies that could gut the industry. (Learn how deregulation threatens surveying.)

It’s not just a Florida issue. Across the U.S., surveying programs are losing funding because they are seen as "non-essential." In California, for example, budget cuts in 2020 slashed support for public surveying education programs. Without advocacy, these cuts will only accelerate. (Read how funding cuts impact the future of surveying.)

2. Fewer People Entering the Profession: The Recruitment Crisis

Surveying is facing a serious generational crisis. The average age of a licensed surveyor in the U.S. is nearly 60, and the profession is struggling to attract younger workers. One of the biggest reasons? Most young people don’t even know surveying is a career option.

When was the last time a high school guidance counselor suggested surveying as a career path? Most students are pushed toward engineering, architecture, or environmental science—all of which rely on surveying, but none of which explicitly promote it. The result? An industry that is bleeding experienced professionals without replacing them.

This isn’t just a pipeline issue—it’s a survival issue. Without a new generation of licensed professionals, the profession will be left wide open to takeover by unlicensed practitioners and automated mapping solutions. (Explore how the surveying knowledge gap is growing.)

3. Loss of Professional Autonomy: When Tech Companies Define Surveying

When people don’t understand surveying, they assume it’s something that can be automated, simplified, or replaced by technology. That’s exactly what Big Tech companies are banking on.

By convincing the public (and even policymakers) that surveying is “just data collection,” these companies are positioning their AI-driven mapping services as a replacement for licensed professionals. Google, Amazon, and AI startups are already using publicly available mapping data to create proprietary systems that sideline licensed surveyors.

This isn’t just theoretical—it’s happening now. Some states are already allowing unlicensed drone operators to provide "survey-like" services, creating a dangerous gray area where unregulated mapping is treated as legally valid. (Learn how tech companies are monetizing surveyor data.)

Surveying’s Image Problem: The Danger of Being “Just the Guy with a Drone”

Surveying is a highly technical, legally binding profession. Yet, ask the average person, and they’ll assume all surveyors do is “fly drones” or “map stuff.”

That’s a dangerous misunderstanding.

If the public doesn’t understand the difference between a licensed surveyor and an unregulated drone operator, why would they support licensure laws? Why would they care if unqualified people start doing the work? If people think all surveying requires is a drone and an app, they won’t care when corporations replace surveyors with algorithms.

This misperception is actively eroding the profession. Surveyors are losing ground because they haven’t controlled their own narrative. It’s time to change that before the profession loses not just public recognition—but public trust.

The Path to Changing Public Perception

“If we don’t control the narrative about surveying, someone else will—and they’ll get it wrong.”

Surveyors have a serious public relations problem. It’s not that people have a negative view of the profession; it’s that most people don’t have a view at all. The work that surveyors do is invisible to the average person, which means the profession is dangerously easy to overlook, underfund, and deregulate.

But here’s the good news: surveyors have the power to change that. Public perception isn’t set in stone. It’s shaped by storytelling, education, and visibility. Other professions—engineers, architects, even electricians—have successfully branded themselves as essential pillars of society. Surveyors must do the same.

So how do we make sure people understand what surveyors do and why it matters? By being loud, visible, and relentless in our messaging.

1. Reclaim the Public Narrative: Tell the Right Stories

The general public doesn’t need a technical lecture on geospatial accuracy. They need to hear compelling, real-world stories about why surveying matters.

People don’t care about accuracy—until it affects them personally. That’s why surveyors must highlight cases where professional surveying made a difference:

• Property Disputes Resolved: A family nearly lost their backyard because an unlicensed survey produced inaccurate boundary lines. A licensed surveyor stepped in, proved the original deed’s boundaries, and prevented a costly legal battle.
• Disaster Recovery Made Possible: After a hurricane wiped out entire neighborhoods, surveyors played a critical role in rebuilding efforts by ensuring floodplain data was correct and new structures were built safely. (Learn more about how NOAA’s data supports disaster recovery.)
• Preventing Infrastructure Failures: A major road expansion project was about to proceed based on flawed digital mapping data. A surveyor’s ground truthing caught the error—preventing a multimillion-dollar construction disaster.

These are the kinds of stories that resonate with the public and policymakers. Surveyors must stop being invisible and start actively showcasing the profession’s impact.

2. Get Surveying Into Schools: Education is Long-Term Survival

Surveyors don’t have a recruitment problem—they have an awareness problem. Young people aren’t avoiding surveying careers; they simply don’t know it exists.

Think about it: Kids learn about engineers, firefighters, and doctors from a young age. When was the last time a high school career counselor mentioned surveying? The profession is completely absent from most STEM (Science, Technology, Engineering, and Mathematics) education programs, which means the next generation is never exposed to it.

The solution? Put surveying into the curriculum.

• High School STEM Programs: Partner with schools to introduce surveying into geography, math, and engineering courses. Show students how surveying intersects with climate science, urban planning, and environmental conservation.
• College Outreach: Work with universities to create stronger surveying programs and promote dual-degree pathways in engineering, GIS, and land management.
• Apprenticeships & Internships: Create real-world opportunities for students to experience surveying before they choose a career. (Learn more about how mentorship can bridge the knowledge gap.)

If surveying doesn’t exist in education, it won’t exist in the workforce. It’s that simple.

3. Embrace Digital Media: Own the Online Conversation

Like it or not, public perception is built online. If people can’t easily find engaging, accessible information about surveying on social media, they’ll form their opinions based on whatever little they stumble across—usually outdated stereotypes or corporate misinformation.

Surveyors must own their digital presence and actively engage the public:

• Social Media Campaigns: Regularly post interesting, educational content about surveying on LinkedIn, Facebook, Instagram, and YouTube.
• Short, Impactful Videos: Show what surveyors do in the field, explain why their work matters, and debunk common misconceptions.
• Interviews & Articles: Write for mainstream media, industry blogs, and local news outlets about surveying’s role in major infrastructure projects and legal property disputes.

If surveyors don’t control the online conversation, someone else will. And chances are, they won’t get it right.

Steps Every Surveyor Can Take Immediately

“The battle for public perception isn’t won in boardrooms—it’s won in everyday conversations, social media posts, and classroom visits.”

Changing how the public sees surveyors doesn’t require a billion-dollar advertising campaign. It starts with small, deliberate actions taken consistently by surveyors everywhere. If every surveyor committed to just one act of public outreach per month, the profession would be unrecognizable in five years.

The good news? You don’t need a marketing degree or a PR team to make an impact. You just need to start talking about your work in ways that matter to everyday people. Here’s how:

1. Speak Publicly—Make Surveying Part of Everyday Conversations

Most people don’t understand surveying because no one has ever explained it to them in a way they care about. Surveyors can fix this by making the profession relatable, relevant, and present in everyday discussions.

• Talk to clients differently. When explaining a survey, don’t just focus on technical details—explain why it matters. “This survey protects you from a future boundary dispute” is more impactful than “This survey establishes your property line using datum X.”
• Engage with community groups. Homeowner associations, city planning meetings, and local business groups all benefit from surveying knowledge. Offer to give a short talk or answer common questions.
• Write local newspaper op-eds. Submit short, engaging opinion pieces on why accurate land records matter, why deregulation is dangerous, or how surveyors contribute to disaster recovery. (For example, see how NOAA’s work keeps surveying viable.)

When surveyors make themselves visible in daily life, people stop seeing the profession as an abstract concept and start recognizing its value.

2. Take Over Social Media—Define Your Own Narrative

Public perception is increasingly shaped online. If surveyors aren’t telling their own story, tech companies, hobbyists, and corporate interests will do it for them—and they’ll get it wrong.

Here’s how to take control:

• Post behind-the-scenes content. Share photos, videos, or short stories about real surveying projects to showcase the profession’s complexity and importance.
• Debunk myths. Create engaging posts that challenge common misconceptions. Example: “No, surveying isn’t just flying drones—it’s about legal accuracy, land rights, and preventing costly mistakes.”
• Engage with viral topics. Tie surveying into trending issues like climate change, smart cities, or AI automation. (“Think AI can replace surveyors? Here’s what it gets wrong.”)
• Use real-world analogies. Explain surveying in ways non-surveyors understand. (“Surveyors are like referees in a football game—without them, every play would be disputed.”)

If the public doesn’t understand surveying, it’s because surveyors haven’t been loud enough. It’s time to change that.

3. Build Educational Pathways—Create the Next Generation of Surveyors

Every surveyor has two choices: either invest in teaching the next generation, or watch as the profession fades into obscurity. Right now, surveying is on the losing side of that equation. That can change, but only if surveyors commit to active education efforts.

• Host career talks at high schools and colleges. Students can’t choose a career they’ve never heard of. Make sure they hear about surveying.
• Start internship and mentorship programs. Offer young professionals hands-on training. Show them that surveying is a dynamic, high-tech, well-paying field. (See why mentorship is the key to closing the knowledge gap.)
• Promote surveying as a STEM career. Work with STEM organizations, robotics clubs, and engineering societies to introduce surveying as a cutting-edge profession.

Surveying’s biggest problem isn’t recruitment—it’s awareness. Fix that, and the next generation will follow.

4. Support Industry-Wide Advocacy—Fight for Surveying’s Future

Public perception doesn’t just influence recruitment—it shapes legislation, funding, and professional standards. The more visible surveyors are, the harder it becomes for lawmakers to dismiss their importance.

• Join and support professional organizations. Groups like NSPS and state surveying associations fight for legislation that protects licensure and funding. They need surveyors to be engaged, vocal members.
• Push back against tech overreach. Call out companies that misrepresent surveying as a purely automated process. Support laws that ensure professional oversight of geospatial data. (Read about how Big Tech is trying to take over geospatial data.)
• Advocate for public funding. Local and state governments often don’t understand why surveying programs need investment. Educate them, show them real-world case studies, and demand funding for critical surveying infrastructure.

Surveyors can’t afford to sit back while politicians, tech companies, and unlicensed practitioners define their profession for them.

The Urgency of Now: Why Surveyors Must Act Today

The public perception crisis isn’t a slow-moving problem—it’s happening right now.

Every day that surveying remains misunderstood, professional standards weaken. More budget cuts happen. More unlicensed individuals claim expertise they don’t have. More young people choose careers in tech, engineering, and finance—never realizing that surveying offers just as much innovation, job security, and impact.

Surveyors must act now to protect their profession’s future. It doesn’t take massive effort—just consistent, everyday engagement in conversations, classrooms, social media, and professional advocacy.

Surveying has a powerful story to tell. The only question is: Who’s telling it? If surveyors don’t step up, someone else will—and the version they tell won’t be one that protects professional integrity, licensure, or public trust.

It’s time to make surveying visible, compelling, and impossible to ignore. The profession’s survival depends on it.

Conclusion: The Future of Surveying is in Your Hands

Surveyors, this is your moment. The world won’t understand or appreciate surveying unless you make it happen. Public perception is shaped by visibility, education, and advocacy—and that means action from every single professional in this field.

Your challenge is clear:

• Start the conversation. Talk to clients, communities, and students about what surveyors really do.
• Own your online presence. Share your expertise, challenge misconceptions, and define surveying in the digital age.
• Recruit and mentor. Build the next generation of surveyors through direct education and professional guidance.
• Advocate fiercely. Push back against deregulation, underfunding, and corporate misinformation.

If surveyors don’t fight for their profession, no one else will. The future of surveying belongs to those who stand up, speak out, and make themselves impossible to ignore.

“If surveyors don’t define their profession, someone else will. And they’ll get it wrong.”