While YouTube has been around for many years, it hasn’t always been high on the list of tools that associations use to communicate. … As the pandemic has stopped most face-to-face interactions, the American Forest and Paper Association is leaning into its YouTube channel to make video a stronger part of its communication strategy … To do that, Heidi Brock, AF&PA President and CEO has been recording videos from her home office since the pandemic began. “It doesn’t replace face-to-face engagement, but these videos, I believe, deliver a personal touch, emphasize a key message for a particular point in time, and offer support and reassurance…,” she said. “My recent video address reported on the progress we’ve made on our comprehensive set of sustainability goals,” Brock said. “… and goals we’ve either met or exceeded, including reducing workplace injuries, decreasing greenhouse gas emissions, and improving energy efficiency in manufacturing facilities.”