Prospectors & Developers
Association of Canada
Public Affairs & Communications
Public Affairs Committee
Update July 19, 20...
PUBLIC AFFAIRS COMMITTEE
COMMUNICATIONS INITIATIVES
PUBLIC AFFAIRS
COMMUNICATIONS ACTIVITIES
2
PUBLIC AFFAIRS COMMITTEE - WORK PLAN 2012/13 UPDATE
COMMUNICATIONS INITIATIVES
PUBLIC AFFAIRS
COMMUNICATIONS ACTIVITIES
3
PUBLIC AFFAIRS COMMITTEE
Initiative/Item Budget Description Status
Fraser Institute
$10,000
The survey polls the mineral i...
PUBLIC AFFAIRS COMMITTEE
Initiative/Item Budget Description Status
Communication Strategy
$22,500
Project supported the de...
CSR/GOOD NEWS STORIES
6
PUBLIC AFFAIRS COMMITTEE
COMMUNICATIONS INITIATIVES
PUBLIC AFFAIRS
COMMUNICATIONS ACTIVITIES
7
PUBLIC AFFAIRS & COMMUNICATIONS TEAM
Duties and Responsibilities
Cameron Ainsworth-Vincze manages the PDAC’s
internal and ...
WORK PLAN UPDATE 2012/13
KEY HIGHLIGHTS 2012/13
INTRODUCED A BRAND STRATEGY & VISUAL IDENTITY
NEW WEBSITE
ROBUST PUBLICATI...
MEDIA RELATIONS
KEY OBJECTIVES FOR 2012-13
BUILD ENGAGEMENT W/ MEDIA FOR PDAC2013
IMPROVE OUR MEDIA PROFILE
INCREASE OUR R...
COMMUNICATIONS INITIATIVES
Initiative/Item Description Status & Stats
Communications Course
PDAC 2013
The short course rem...
MEDIA RELATIONS - GLOBAL IMPACT
“Single most important
commodity fair in the world”
- WallStreet-online
“We think PDAC is ...
MEDIA RELATIONS
POST CONVENTION, PDAC’S EARNED
MEDIA STRATEGY, COMBINED WITH A
MORE EFFICIENT REACTIVE MEDIA
STRATEGY HAS ...
MARKETING INITIATIVES
Initiative/Item Description Status & Stats
Social Media Strategy Build a social media strategy that ...
IMPROVE DIGITAL PRESENCE
TWITTER
3,550+
FACEBOOK
1,150+
YOUTUBE
5,000+
15
ADVERTISING
OBJECTIVES
REINFORCE KEY BUDGET ‘ASK’
DRIVE TRAFFIC TO METC2013 THOUGHT LEADERSHIP PIECE
INTRODUCE THE NEW PDA...
COMMUNICATIONS INITIATIVES
Initiative/Item Description Status & Stats
Annual REport The intention of this budget line is t...
IMPROVE PUBLIC COMMUNICATIONS
Our previous annual
‘report’ to
stakeholders
consisted of
4 pages of ‘activities’
Industry p...
IMPROVE PUBLIC COMMUNICATIONS
CORE
2012/13
ANNUAL REPORT
2012 PDAC
MEDIA KIT
19
COMMUNICATIONS INITIATIVES
Initiative/Item Description Status & Stats
New Website The PDAC’s website is arguably the most ...
IMPROVE DIGITAL PRESENCE
21
IMPROVE DIGITAL PRESENCE
22
DIGITAL PRESENCE
PDAC continues to build our video
repository for a variety of publication
purposes including promoting ou...
PUBLIC AFFAIRS
24
ADVOCACY PLAN 2012/13
Advocacy efforts are centred on both promoting the association and the industry as a whole.
We are f...
KEY POLITICAL ACTIVITIES 2012/13
- 6 PARLIAMENTARY COMMITTEE PRESENTATIONS
- 40+ MEETINGS WITH POLITICAL LEADERS, SENIOR S...
27
WORK PLAN 2012-13
OUTSTANDING ISSUES
While the majority of the work plan has been completed for 2012-13 there had been som...
PUBLIC OPINION PROJECT PROPOSAL 1
Public Affairs Committee
Work Plan - Public Opinion
Proposal - Creative testing - Ad Cam...
PUBLIC OPINION PROJECT PROPOSAL 2
Public Affairs Committee
Work Plan - Public Opinion
Proposal - Repetitional Assessment
P...
WORK PLAN 2013-14
CONTEXT
PDAC is projecting a -5% decline in revenue for 2013/14 given the state of the industry
All comm...
WORK PLAN 2013-14
Initiative/Item Budget Description Fixed Costs
Fraser Institute PDAC has had a good conversation with th...
Initiative/Item Budget Description Fixed Costs
Communication Strategy
$25,000 none
Public Opinion Research
$45,000
Execute...
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Pdac pac update july 2013

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Pdac pac update july 2013

  1. 1. Prospectors & Developers Association of Canada Public Affairs & Communications Public Affairs Committee Update July 19, 2013 1
  2. 2. PUBLIC AFFAIRS COMMITTEE COMMUNICATIONS INITIATIVES PUBLIC AFFAIRS COMMUNICATIONS ACTIVITIES 2
  3. 3. PUBLIC AFFAIRS COMMITTEE - WORK PLAN 2012/13 UPDATE COMMUNICATIONS INITIATIVES PUBLIC AFFAIRS COMMUNICATIONS ACTIVITIES 3
  4. 4. PUBLIC AFFAIRS COMMITTEE Initiative/Item Budget Description Status Fraser Institute $10,000 The survey polls the mineral industry’s views on the investment and operating climates of all Canadian jurisdictions and a selected number of mineral investment. The survey has gained in authority and influence since its inception. Under Review Minalliance $10,000* In 2010 PDAC approved an annual contribution of $10,000 over five years to MinAlliance to develop a Quebec-based communications program to inform, educate and promote the positive contribution of the mining industry to various stakeholders and the public at large. In Progress * This does not include the one time sponsorship of Minalliance’s ‘100 Innovations in the Mining Industry” booklet ($10,000 in year contribution), which the PDAC co-sponsored the translation. 4
  5. 5. PUBLIC AFFAIRS COMMITTEE Initiative/Item Budget Description Status Communication Strategy $22,500 Project supported the development of the organizations new brand strategy and execution. Complete Public Opinion Research $45,000 Execute Public opinion research specific to further enhance the PDAC’s knowledge and understanding of Canadian’s attitudes and understanding of the exploration community Outstanding Stakeholder Education and Engagement $50,000 Develop high-caliber stakeholder engagement opportunity that works to position the association as a leader amongst political elite, business leaders and the media. Complete: PDAC 2013 Media Reception, Ottawa event CSR and Green Technology— Good News Stories $15,000 The committee will develop a series of case studies that demonstrate, among other things, the benefits that an exploration project or mining operation can bring to local economies and communities. In Progress: Article published in 2013 Spring/Summer edition of Core 5
  6. 6. CSR/GOOD NEWS STORIES 6
  7. 7. PUBLIC AFFAIRS COMMITTEE COMMUNICATIONS INITIATIVES PUBLIC AFFAIRS COMMUNICATIONS ACTIVITIES 7
  8. 8. PUBLIC AFFAIRS & COMMUNICATIONS TEAM Duties and Responsibilities Cameron Ainsworth-Vincze manages the PDAC’s internal and corporate communications. He recently oversaw the production of the association’s first Annual Report and redesigned the newsletter In Brief into a magazine called Core, the first issue of which has just been mailed to members. In addition, he serves as Project Manager of the PDAC’s new website and is currently working on the design and development of the Convention section of the website that is scheduled to launch in early July. Duties and Responsibilities Deanna will work to achieve PDAC’s advocacy objectives by building and maintaining productive relationships with elected officials, public servants and industry leaders. By maintaining effective two-way communication with decision-makers, Deanna will ensure that PDAC interests are considered as policies, regulations and legislation is developed. Deanna will also proactively identify potential challenges and opportunities for PDAC and, together with the PDAC team, determine an appropriate course of action. DEANNA PAGNAN MANAGER, PUBLIC AFFAIRS CAMERON AINSWORTH-VINCZE M.A. MANAGER, COMMUNICATIONS 8
  9. 9. WORK PLAN UPDATE 2012/13 KEY HIGHLIGHTS 2012/13 INTRODUCED A BRAND STRATEGY & VISUAL IDENTITY NEW WEBSITE ROBUST PUBLICATIONS SECTOR LEADERSHIP IN SOCIAL MEDIA DRAMATIC IMPROVEMENTS IN MEDIA RELATIONS 9
  10. 10. MEDIA RELATIONS KEY OBJECTIVES FOR 2012-13 BUILD ENGAGEMENT W/ MEDIA FOR PDAC2013 IMPROVE OUR MEDIA PROFILE INCREASE OUR RESPONSIVENESS TO ‘ISSUES’ MANAGEMENT GET OUT THERE! 10
  11. 11. COMMUNICATIONS INITIATIVES Initiative/Item Description Status & Stats Communications Course PDAC 2013 The short course remains a popular and well attended course to help members communicate more effectively with stakeholders. Complete Continued high marks for the course. one of the first courses sold out Media Relations Counsel As the PDAC looks to take a more active role in promoting our message, both nationally and internationally, the association has traditionally used an external firm to support these needs. Ongoing Convention Media Relations Management PDAC uses a public relations for media relations management and logistics work in the months leading up to the convention and to staff the media centre during the convention, Complete 13,000 stories 400 media attending Media Training Media training is always a valuable resource and tool to help volunteers effectively communicate the goals and outcomes of the association. Ongoing 11
  12. 12. MEDIA RELATIONS - GLOBAL IMPACT “Single most important commodity fair in the world” - WallStreet-online “We think PDAC is a great opportunity to meet potential investors, talk to analysts, and share our stories. We want to get more people on board.” Elena Kazimrova, analyst, Gold International Resources Corp. Ltd - livetradingnews.com “Another outstanding conference and trade show” Joe Oliver, Minister of Natural Resources: TONE 47% POSITIVE 53% NEUTRAL TOTAL REACH 3.5 MILLION 12
  13. 13. MEDIA RELATIONS POST CONVENTION, PDAC’S EARNED MEDIA STRATEGY, COMBINED WITH A MORE EFFICIENT REACTIVE MEDIA STRATEGY HAS EARNED 30 INTERVIEWS INCLUDING BROADCAST, PRINT AND ONLINE 13
  14. 14. MARKETING INITIATIVES Initiative/Item Description Status & Stats Social Media Strategy Build a social media strategy that works to build engagement and aligns with our overall brand strategy. In progress Facebook 300% growth Twitter 200% growth Advertising PDAC has been more aggressive in advertising across a variety of mediums, including traditional (print), online and social media. A variety of successful initiatives have been used in an integrated fashion to support federal advocacy, convention and general brand awareness through driving traffic to the new pdac.ca ongoing 14
  15. 15. IMPROVE DIGITAL PRESENCE TWITTER 3,550+ FACEBOOK 1,150+ YOUTUBE 5,000+ 15
  16. 16. ADVERTISING OBJECTIVES REINFORCE KEY BUDGET ‘ASK’ DRIVE TRAFFIC TO METC2013 THOUGHT LEADERSHIP PIECE INTRODUCE THE NEW PDAC BRAND RESULTS PRE-BUDGET NATURAL RESOURCES EDITION SUPPORTED ARTICLE W/ PRES. NOLAN DRIVE TRAFFIC TO METC2013 TL 16
  17. 17. COMMUNICATIONS INITIATIVES Initiative/Item Description Status & Stats Annual REport The intention of this budget line is to produce a robust annual report that celebrates the association and the sector. Through a variety of compelling written pieces and stunning visual presentation the Annual Report will be a showpiece publication that will highlight the intensely important work of the association, our volunteers, and demonstrate value to our members. Complete - delivery to all members digitally and copies to core members, key stakeholders Revitalize Industry Publication The publication remains an important vehicle to promote the organization’s internal operations to members as well as provide insights into the various outputs of the organization. First Issue 14,000 copies delivered in May Extremely positive feedback 17
  18. 18. IMPROVE PUBLIC COMMUNICATIONS Our previous annual ‘report’ to stakeholders consisted of 4 pages of ‘activities’ Industry publication ‘In Brief’ published with 8 pages of limited content 18
  19. 19. IMPROVE PUBLIC COMMUNICATIONS CORE 2012/13 ANNUAL REPORT 2012 PDAC MEDIA KIT 19
  20. 20. COMMUNICATIONS INITIATIVES Initiative/Item Description Status & Stats New Website The PDAC’s website is arguably the most important communications vehicle of the association. During the 2012-2013 fiscal, the website (www.pdac.ca) will be completely redeveloped with a view to reaching different audiences. Delivered March 5, 2013 E-News Revitalize the existing platform for e-news delivery. Improve content and visual presentation. Ongoing Major milestones complete. More work to be done on building out the distribution list and developing a template Video Production PDAC continues to develop a series of strong video products for public consumption that promote and build awareness of convention, PDAC programs and the sector Ongoing 30+ Videos now complete and public 20
  21. 21. IMPROVE DIGITAL PRESENCE 21
  22. 22. IMPROVE DIGITAL PRESENCE 22
  23. 23. DIGITAL PRESENCE PDAC continues to build our video repository for a variety of publication purposes including promoting our programs and convention HTTPS://WWW.YOUTUBE.COM/WATCH?V=BFCXOOX0KFQ HTTPS://WWW.YOUTUBE.COM/WATCH?V=P8KGM6L1QNQ 23
  24. 24. PUBLIC AFFAIRS 24
  25. 25. ADVOCACY PLAN 2012/13 Advocacy efforts are centred on both promoting the association and the industry as a whole. We are frequently sought to act as experts, with four appearances to legislative standing committees in 2011/12 Our activities and needs are outpacing our external government relations counsel, so we will hire a designated government relations staff member to manage our advocacy program. 2012/13 has been focused on building credibility and deepening our relationships politically 25
  26. 26. KEY POLITICAL ACTIVITIES 2012/13 - 6 PARLIAMENTARY COMMITTEE PRESENTATIONS - 40+ MEETINGS WITH POLITICAL LEADERS, SENIOR STAFF AND KEY OFFICIALS - MINING DAY ON THE HILL | OCTOBER 2013 | RESULT 80 MEETINGS - TSX EVENT W/ MINISTER OLIVER | NOVEMBER 2012 - PDAC OTTAWA EVENT | FEBRUARY 2013 | 40 MP’S, 10 AMBASSADORS, 60 POLITICAL STAFF - PDAC CONVENTION MP DAY | MARCH 2013 | 50 MP’S, 6 CABINET MINISTERS, 2 PREMIERS 6 PROV. MINES MINISTERS - MINING WEEK - APRIL 2013 | RRWG ROUNDTABLE W/ MINISTER OLIVER @PDAC - PERU TRIP W/ PM & GG PRES NOLAN | AFRICA TRIP W/ GG | MAY 2013 | VP THOMAS - SIMEW | MAY 2013 MINISTER OLIVER 26
  27. 27. 27
  28. 28. WORK PLAN 2012-13 OUTSTANDING ISSUES While the majority of the work plan has been completed for 2012-13 there had been some discussion/outstanding direction on what the committee’s intention was specific to ‘public opinion research’. Without specific instruction, the PDAC’s Public Affairs & Communications team has provided two projects that would satisfy the budget and prove to be instrumentally useful. The outstanding budget for this remains unspent at $45,000 28
  29. 29. PUBLIC OPINION PROJECT PROPOSAL 1 Public Affairs Committee Work Plan - Public Opinion Proposal - Creative testing - Ad Campaign PDAC has developed some early stage creative for an ad campaign and wants to ensure it is on-strategy and being received as intended. The best way to test this creative is in the form of a focus groups. Estimated Cost: $15,000 29
  30. 30. PUBLIC OPINION PROJECT PROPOSAL 2 Public Affairs Committee Work Plan - Public Opinion Proposal - Repetitional Assessment PDAC is in need of a clear understanding of its reputation with the Federal Government. It needs to understand how the organization is perceived (by both the political and bureaucratic sides), what its strengths and weaknesses are, how it stacks up against other, similar associations and thoughts on what it can do as an organization to strengthen its reputation and influence with the federal government. To achieve the above noted goals, we recommend a market research approach called the in-depth interview (or IDI). IDI’s are one-on-one interviews conducted live or over the phone with members of the target population being studied. Estimated Cost: $20,000 30
  31. 31. WORK PLAN 2013-14 CONTEXT PDAC is projecting a -5% decline in revenue for 2013/14 given the state of the industry All committees will be reducing budgets The Public Affairs and Communications operational budget was reduced by 33% to help offset the need for overall budget reduction The Public Affairs Committee budget has essentially been stabilized for 2013-14 (+5%) A Work Plan will be presented to the PDAC Board at the September meeting with updated Work Plan and Budget information 31
  32. 32. WORK PLAN 2013-14 Initiative/Item Budget Description Fixed Costs Fraser Institute PDAC has had a good conversation with the Fraser Institute and they have yet to come back with any substantial ‘ask’. PDAC has provided feedback that sponsoring the survey is less interesting than other, higher output material where PDAC can generate deeper research and value. Minalliance $10,000* In 2010 PDAC approved an annual contribution of $10,000 over five years to MinAlliance to develop a Quebec-based communications program to inform, educate and promote the positive contribution of the mining industry to various stakeholders and the public at large. $10,000 32
  33. 33. Initiative/Item Budget Description Fixed Costs Communication Strategy $25,000 none Public Opinion Research $45,000 Execute Public opinion research specific to further enhance the PDAC’s knowledge and understanding of Canadian’s attitudes and understanding of the exploration community none Stakeholder Education and Engagement $60,000 Expand the existing scope of events in Ottawa and Toronto to build PDAC’s networks of media, political and business leaders $40,000 CSR and Green Technology— Good News Stories $10,000 The committee will develop a series of case studies that demonstrate, among other things, the benefits that an exploration project or mining operation can bring to local economies and communities. none 33
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