If you're working in the forest products industry you've probably had a similar experience to this. At a social occasion, somebody asks you what you do for a living. Then he or she brings up something they've heard in the media – deforestation, clearcutting, destruction of ancient forests, the paperless office killing the paper industry, etc. How do you respond? Each of these is a complex issue that the media have distorted, exaggerated, misunderstood or just plainly got wrong. If you give too long an answer, you are regarded as either a zealot or a bore, but if you give too short an answer, it suggests the media are correct, and you are hiding something!