Case Study: Association for Mineral Exploration British Columbia (AME BC)
Raising the profile of the development, exploration, and mining industries with media
PR Associates was engaged by the Association for Mineral Exploration British Columbia (AME BC) to provide strategic media relations to raise the public profile of AME BC, its member-driven initiatives, its annual conference – Mineral Exploration Roundup – and in turn, the importance of the mineral exploration and development industry to the provincial economy and the public. One of AME BC’s roles is advocacy for its membership, to gain public and political support for the industry, as well as the social license to operate, in order to have access to land for exploration. Roundup provides a high-visibility opportunity to share industry messaging on behalf of members – to policymakers, potential investors (internationally), and the general public, and AME BC has looked to PR Associates to help ensure the messages get delivered as intended for 5 years.
We developed a media relations strategy for the Association to maximize this opportunity. Key messages were defined, working closely with AME BC staff, as the basis for media outreach, opinion editorials, media advisories, and news release. The messages were also used to pitch to major news sources’ editorial boards to encourage greater interest in the exploration and mining story, and ultimately news coverage.
Staff and members of the Association’s Board were trained to work effectively with the media and potentially difficult interactions (vocal opposition), whether they were official spokespeople or not, as all are representatives of the organization (and the membership) at the conference.
Our well-developed relationships with international media and expertise in preparing pitches that are appealing to them resulted in an increase in the number of registered media in attendance from across Canada, the US, and Europe – and media coverage increased by more than 50% over last year’s. Media coverage extended into national Aboriginal and local Asian media, which were a specific target for AME BC. And the key messages appeared in many news stories, in a variety of news outlets (broadcast, print, and online), which meant the public and potential industry investors had the opportunity to learn about the development, exploration, and mining industry’s contribution to the BC and Canadian economies. Measurement tracking indicated the estimated overall audience reached was 22,846,074.
Increase in Media Coverage
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