Does BC's forest industry have an image problem?

Forestry has long been one of BC’s most important industries, yet the public’s perception of it can be far from positive. First, there’s the outdated belief that “forestry” means clear-cutting large swaths of trees with no planning for the future. Then there are the negative news stories about mill closures, lost jobs, international trade disputes and mismanagement of local and community forests. But does this reflect the reality in our province? Among its peers, BC’s forest sector has the reputation of being the greenest and most progressive in the world. What does our forest industry need to do to turn around public opinion and prove its value in a technologically-advanced and sustainability-focused society?