Greening your image.

I've gotten used to the forest products industry being a whipping boy for many environmental groups. As a result, my blood pressure doesn't rise as much as it used to when I get mailings from the National Wildlife Federation or Greenpeace railing about corporate greedheads pillaging the wilderness. In some ways, I admire these groups' effectiveness--they certainly are good at getting their point across. I've probably received 50 to 100 direct mail pieces at my home over the past five years with these kinds of messages. The number of direct mail pieces I've received from the forest products industry? Zero.

That thought struck me as I was listening to an excellent …