All of us have seen that forestry in British Columbia has frequently been portrayed in a negative light in the media. Most of us in the forest sector wish that public discourse on forestry matters could be more often based on facts and truthful information, but that alone isn’t enough. A big contributing reason for this negativity is that we collectively have not done a good job of communicating with non-forestry people. There are a number of reasons for this. One is we tend to not communicate very much, and when we do we use language that regular people can’t understand. Added to that, people are inherently suspicious of companies because there is a profit motive, just as they are skeptical of governments’ messaging because there is a political motive.