This thesis investigated how the Swedish forest industry, here represented by three of the biggest forest companies in Sweden, have framed the current primary Swedish forestry Model and alternative forestry models. Specifically, we look at respective company magazines targeted at forest owners between 2019 and 2022 to examine if they have changed over time based on economic, environmental and social aspects. The theoretical approach is based on the social constructivist theory of Public Relations framing with the economic, environmental and social aspects acting as frames. We conduct a comparative longitudinal case study combined with a mixed-method content analysis by coding the data and then supplementing our qualitative findings with quantitative counting of codes and frames. The main findings are that the industry did not consider alternative methods as viable options to replace the Swedish forestry Model. The biggest changes are observed in the environmental frame which for both management options saw an increase throughout the whole period. The companies, with some individual variations, respond to the alternative methods by becoming increasingly explicit and detailed about the benefits, mainly environmental, of the Swedish Model