Since its establishment in 1994, Mechanised Logging Pty Ltd (MechLog) has become one of Australia’s most forward-thinking and sustainable timber harvesting service providers.
With an enduring commitment to environmental stewardship and operational efficiency, MechLog has continually set benchmarks in adopting new technology, transforming the timber industry into a more modern and sustainable enterprise. This philosophy, centred on ‘Forestry with Care,’ is a guiding principle for harvesting operations and influences the company’s communication strategies and stakeholder engagement.
MechLog CEO Jillian Aylett Brown is acutely aware of the importance of effective communication and its role in strengthening stakeholder trust. This includes how the company interacts with clients, suppliers, employees, the wider forestry community, and the general public.
“We are living and working in an information age where information consumption increasingly occurs through digital means. As we have in all areas of our business – from training to actual on-the-ground operations, MechLog has adopted a proactive approach to information gathering and dissemination,” Ms Brown said.
“We subscribe to industry platforms and digital newsletters, actively engage with social media networks like LinkedIn and Facebook, and extensively use the MechLog website. We even leverage advanced tools such as ChatGPT for research purposes. MechLog’s commitment to staying informed, being innovative, and adopting positions that vary from other timber industry thought leaders is one of the foundations of our success.”
MechLog relies on a strategic combination of traditional and digital information sources to remain agile and responsive in the ever-evolving forestry industry. Employees are encouraged to access information from established forestry and environmental platforms, while the company itself subscribes to digital newsletters to keep abreast of the latest trends and challenges. CEO Jillian Aylett Brown even commented that the company’s leadership team highly values data-driven insights sourced from platforms such as LinkedIn because they facilitate professional engagement and industry discourse.
“Staying informed is more than convenience; for MechLog, it is a strategic imperative. Our reliance on multiple information sources ensures that we remain leaders, not followers, in the forestry sector,” Ms Brown said.
“Almost everyone is walking around with a smartphone, tablet or laptop, which means we are highly mobile and should be highly informed. We can all access information whenever and wherever we are; the question is, are enough industry professionals doing so? By taking a multi-channel approach, MechLog’s executive team is better placed to make well-informed decisions to align our operations with the latest industry advancements and regulatory requirements. If we learn about it today, and we can implement it tomorrow, we will.”
MechLog has demonstrated a longstanding commitment to promoting the modern face of forestry, dispelling outdated misconceptions and tropes perpetuated by environmental detractors. To combat misinformation and 20th-century thinking, the company has adopted a communication strategy prioritising transparency and constructive engagement. It uses various platforms to share information and news about sustainable and ethical practices. Through regular news articles highlighting innovations and favourable industry trends, MechLog amplifies positive core messages that resonate with industry insiders and the general public.
The company’s social media presence plays a pivotal role in this effort. On LinkedIn and Facebook, MechLog publishes content that showcases its programmes and partnerships, from SEED traineeships that attract young talent to collaborations on initiatives such as Tasmania’s Workforce Development Plan and the Diversity and Inclusion project. MechLog is also a proud and active participant in industry working groups and on boards, which further reinforces its reputation as a progressive and responsible entity. Further, by equipping its staff with the knowledge and confidence to advocate for the industry, MechLog has transformed its employees into ambassadors for the company and the forestry sector, fostering a culture of shared responsibility and pride.
Collaboration remains a cornerstone of MechLog’s communication efforts. The company partners with key industry players to ensure that messaging is cohesive and credible, addressing public concerns while showcasing the positive impact of modern forestry practices.
“Our strength lies in our unity and transparency as an industry,” Ms Brown said. “By working together and operating transparently, we present a compelling narrative that demonstrates the value of our industry to both the economy and the environment. In effect, we leave our critics with no room to manoeuvre.
“There is so much recent, accessible research that underscores the power of transparent communication in fostering trust and support within industries like forestry. For instance, consider the study Transparent Communication of Evidence Does Not Undermine Public Trust published in PNAS Nexus a few years ago. That research indicated that clear, transparent communication of evidence does not erode public trust. On the contrary, it strengthens it by enabling informed decision-making. This principle directly applies to how MechLog and other progressive operators in the forestry sector engage with our respective communities and stakeholders.”
“Just this year, a study titled Public Perception of Forest Assisted Migration (FAM): A Case Study, which featured in Frontiers in Forests and Global Change, revealed that trust in government and forestry initiatives hinges on transparent communication, inclusive participation, and collaboration among various stakeholders. This study reinforces the idea that we must be clear and forthright about our processes for sustainable practices to be accepted.”
“Finally, in Rethinking Public Participation in Forest Policies: A Literature Review, again from earlier this year, from Forests. There was an article highlighting that participatory democracy, supported by transparent communication, is essential for effective policymaking in forestry. When we invite public participation and are transparent in our policies and operations, we meet the expectations of our stakeholders and garner the trust of those who are often most critical.
“The forest sector can draw a critical lesson from these studies. Transparent, honest communication is an ethical imperative as well as a strategic advantage. By fostering open dialogue and ensuring the public understands the efforts and intentions of the forestry sector, we can strengthen our reputation and build enduring support for sustainable forestry practices.”
MechLog’s experience with social media exemplifies its evolution as a forward-thinking company. Ten years ago, the company’s social media efforts were minimal, reflecting a more reserved approach to public engagement. Today, MechLog has embraced the transformative potential of social media, refining its strategy to amplify its brand and reach a wider audience. This evolution has enhanced the visibility of the company and contributed to a more cohesive industry narrative.
MechLog reports that social media has proven invaluable for positive messaging and brand reinforcement. By sharing success stories and timely updates, MechLog engages with its broad stakeholder base to showcase the tangible benefits of sustainable forestry. The company said that its messaging resonates well and is more effective when other industry players adopt similar communication strategies.
“Creating a ripple effect bolsters collective confidence in the forestry sector. We have witnessed firsthand the power of unified messaging. The more businesses that participate in promoting the strength of our industry, the greater the overall impact,” Ms Brown said.
Like many other industries, the sheer volume of content competing for attention online affects MechLog and the wider industry. There is also the challenge of addressing misinformation, which is not insurmountable, but it does require a nuanced approach.
Additionally, MechLog’s strategy adopts a quality-over-quantity approach when generating content. The company’s communication policy is to balance promotional content with authentic, engaging narratives. MechLog is committed to social media engagement, is steadfast, and has matured. It is underpinned by a belief in the power of digital platforms – when activated properly – to positively influence public perception.
MechLog’s forward-thinking approach to stakeholder communication reflects its mission to lead by example in the timber industry. The company is proud of its commitment to harvest timber sustainably and responsibly. This ensures its operations benefit clients and the environment. The company’s dedication to professional and modern forestry practices has earned it widespread respect and trust. The company remains vigilant in limiting the environmental impact of its activities while maximising efficiency and yield for clients. This delicate balance of care and precision epitomises MechLog’s ethos, establishing it as a leader in ethical and sustainable timber harvesting. By leveraging technology, fostering collaboration, and embracing transparent communication, MechLog continues to set the standard for modern forestry practices.
Further, MechLog’s emphasis on youth engagement underscores its commitment to the future. Initiatives like the SEED traineeships aim to inspire the next generation, presenting forestry as a viable and rewarding career.
“Investing in young talent is essential for the longevity of our industry. We must change the narrative and demonstrate that forestry in the 21st century is about innovation, sustainability, and community,” Ms Brown said.
“As MechLog looks to the future, we remain committed to fostering open dialogue, supporting innovation, and strengthening relationships with all our stakeholders. The leadership group firmly believes that by embracing new technologies and communication strategies, we can continue to champion the transformative potential of modern forestry practices, ensuring that our message is heard and respected. It might sound cliché, but we are proud of our legacy of ‘Forestry with Care’. It endures and exemplifies MechLog’s unwavering commitment to a progressive, prosperous, and sustainable timber industry.
- This article is a contribution provided by MechLog, and was originally written by Mark D Wells.
