Mining Association of Canada Provincial Event
The Situation
The Mining Association of Canada (MAC) engaged PR Associates to develop and execute a media relations campaign tied to an event in Edmonton where MAC’s president and CEO was part of a panel of business leaders speaking about Alberta’s economic outlook. The purpose of the campaign was to generate media coverage in order to raise awareness of MAC and its initiatives; the economic benefits mining brings to Alberta and the rest of Canada; and the Canadian mining investment opportunity.
The Solution
PR Associates developed a strategic regional media relations campaign targeted at mining industry and business media based in Edmonton and Calgary. The campaign also targeted mining industry trade media located across Canada. PR Associates worked with MAC to develop Alberta-focused key messages, creating a media advisory, news release and fact sheet out of this messaging to support media relations efforts. Prior to the event, PR Associates provided event organizers with materials to support their media relations activities. In addition, PR Associates undertook proactive media outreach to its target media list. During the event, PR Associates provided on-site media relations support, as well as online social media monitoring and reporting during the event.
The Results
More than 15 local media attended the event and several others watched it live in an online video feed sponsored by The Edmonton Sun. The campaign garnered almost 30 news stories on the radio and published online in regional and national media and on industry trade/speciality publication news sites. Social media activity during the event included live tweets as well as several news outlets linking to the online Edmonton radio news stories from the interview with MAC’s president and CEO at the luncheon. In addition, PR Associates secured interviews with two industry trade publications: Oil Sands Review and Northwest Business Magazine.
The coverage was all positive in tone, contained significant portions of the news release content, and the overarching key messages about mining activities and investment opportunities in Alberta and Canada.
