BC Aboriginal Mine Training Association

The Situation

The BC Aboriginal Mine Training Association was created in 2008 as part of BC’s strategy to respond to the impending labour shortage in the mineral exploration and mining industry. Its goal: to promote increased participation of Aboriginal people in the sector. BC AMTA’s ultimate goal is to connect Aboriginal people to jobs in mining; the challenge for BC AMTA at the start was determining how to tell its story to make sure this happened.

The Solution & Results

PR Associates developed a three-year communication and public relations strategy for BC AMTA to build its profile as a leading Aboriginal skills training program, connecting Aboriginal People to employment in BC’s mining industry. The objectives of the strategy focused on building a strong BC AMTA partnership and brand; attracting candidates to the program; raising awareness about how mining benefits communities; and securing support for BC AMTA when initial program funding ended.

The Results

PR Associates worked with BC AMTA to raise awareness and understanding of the importance of the association throughout the mineral exploration and mining industry, in BC and across Canada; with federal and provincial government decision-makers; with educators; and with First Nations leaders. The BC AMTA story has remained consistent and strong, across mediums and audiences, during BC AMTA’s first three years in operation. Influencer relations – an important component of the communication strategy – has facilitated introductions which have resulted not only in support and advocacy for the program, but also 2012 funding for BC AMTA programs.