The Truck Loggers Association (TLA) conference featured a panel discussion titled Public and Political Influence, focusing on strategies for the forestry sector to connect with the public and policymakers. Moderated by journalist Vaughn Palmer, the panel included Derek Nighbor, President and CEO of the Forest Products Association of Canada (FPAC); Simi Sara, radio host at CKNW; and Bob Kronbauer, content creator and founder of BC Bob.

Leveraging Advocacy and Partnerships — Derek Nighbor opened the panel with an overview of the Forest Products Association of Canada’s efforts to bring forestry narratives to urban centers and international audiences. Nighbor emphasized the need to “meet people where they are” through compelling stories and digital platforms. He highlighted FPAC’s digital campaigns, such as short documentaries and social media outreach, aimed at connecting urban audiences with forestry workers and communities. Additionally, FPAC has partnered with local organizations and Indigenous contractors to showcase authentic narratives and address public misconceptions about the industry.

Nighbor discussed FPAC’s initiatives to raise awareness about fire management, the economic benefits of sustainable forestry, and the role of wood products in combating climate change. For instance, Nighbor highlighted FPAC’s advocacy for integrating a “fire lens” into forest management planning, citing thinning and firebreak creation as essential measures to mitigate risks in aging forests. He also referenced FPAC’s public education campaigns that showcase wood as a renewable, carbon-sequestering material and its role in addressing the climate crisis. These efforts, he noted, are designed to inspire both public support and political action. A key focus was the growing importance of addressing fire risks, particularly in aging boreal forests, through proactive thinning and firebreaks. Nighbor commended organizations like the Forest Enhancement Society of BC, stating, “Their work should be on steroids, replicated across the country.”

In his presentation, Nighbor also highlighted FPAC’s work to counter misinformation and negative perceptions about the industry, pointing out the challenges posed by international lobbying against Canadian forestry practices. He underscored the importance of engaging with Indigenous communities, describing successful partnerships where Indigenous contractors manage aging forests to prevent fire risks and preserve economic value. “We’re unapologetic about sharing the facts and stories of forestry—this work is rooted in data and responsibility to workers and communities,” Nighbor concluded, urging the industry to focus on effective communication and advocacy to bridge the urban-rural divide.

The Media’s Role — Simi Sara brought a media professional’s perspective to the panel. Reflecting on her experience in broadcasting, Sara highlighted the parallels between the challenges faced by the media and forestry industries, particularly in adapting to changing public expectations and digital platforms. “The heyday might be over for both industries, but the question is: what do we do now to ensure people care?” she asked.

Sara emphasized the need for the forestry sector to make information more accessible and engaging. She suggested that the industry leverage tools such as concise fact sheets, visually appealing infographics, and short video content to simplify complex data for public consumption. Additionally, she pointed to social media platforms as underutilized channels for engaging younger audiences, encouraging the use of platforms like Instagram to share compelling and relatable stories about forestry’s contributions. “I had to dig through multiple dense reports just to find basic facts about the industry,” she said, pointing out that such barriers make it difficult for journalists and the public to connect with forestry’s value. She also noted the lack of proactive media outreach, noting, “I can’t remember the last time I received a pitch for a positive forestry story.”

Acknowledging the generational gap in understanding forestry, Sara stressed the importance of reaching younger audiences through social media and digital storytelling. “The new generation thrives on social media—if you want to engage them, you need to be on their platforms with relatable content,” she explained. 

Authentic Storytelling — Bob Kronbauer, founder of BC Bob, brought a unique perspective as a content creator and social media influencer. Drawing from his roots in a forestry family, Kronbauer discussed the importance of authentic storytelling to bridge the urban-rural divide and counter misconceptions about the industry. “What the forestry sector lacks is real, relatable storytelling—something beyond marketing and statistics,” he said. Using the example of a Fraser Valley potato farmer, “Potato Ty,” who gained a massive following by sharing unfiltered, personal stories about his daily work, Kronbauer argued that forestry needs to adopt a similar approach. “You don’t need high production value; you just need authenticity. People connect with real stories,” he explained.

Kronbauer encouraged industry professionals to leverage social media platforms like Instagram and TikTok to share their experiences and expertise. He cited examples like the “Forestry for the Future” campaign and highlighted how relatable content, such as behind-the-scenes glimpses of daily forestry operations, can resonate with audiences. Kronbauer also pointed to success stories from other industries, where simple, authentic videos have garnered millions of views and helped bridge the gap between producers and consumers. “There’s someone at every table here who’s a great storyteller. Put a phone in front of them and start sharing,” he urged, emphasizing that genuine content can break through negative narratives and foster a deeper appreciation for forestry among urban audiences.

He also addressed the challenges of misinformation and public criticism, noting that proactive engagement and transparency can mitigate backlash. “When you get ahead of the story and share your perspective, people see the humanity behind the industry,” Kronbauer said. He pointed to stories of individuals replanting forests after wildfires or managing sustainable harvesting practices, which reveal the dedication and care embedded in their work.

Drafted with the assistance of digital tools to streamline the process.