Pdac pac update july 2013

Prospectors & Developers Association of Canada

Public Affairs & Communications

Public Affairs Committee Update July 19, 2013

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PUBLIC AFFAIRS COMMITTEE

COMMUNICATIONS INITIATIVES

PUBLIC AFFAIRS

COMMUNICATIONS ACTIVITIES

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PUBLIC AFFAIRS COMMITTEE - WORK PLAN 2012/13 UPDATE

COMMUNICATIONS INITIATIVES

PUBLIC AFFAIRS

COMMUNICATIONS ACTIVITIES

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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 thepositive 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.

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PUBLIC AFFAIRS COMMITTEE

Initiative/Item Budget Description StatusCommunication Strategy

$22,500Project 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 andcommunities.

In Progress: Article published in 2013 Spring/Summer edition of Core

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CSR/GOOD NEWS STORIES

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PUBLIC AFFAIRS COMMITTEE

COMMUNICATIONS INITIATIVES

PUBLIC AFFAIRS

COMMUNICATIONS ACTIVITIES

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PUBLIC AFFAIRS & COMMUNICATIONS TEAM

Duties and ResponsibilitiesCameron 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 ResponsibilitiesDeanna 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 PAGNANMANAGER, PUBLIC AFFAIRS

CAMERON AINSWORTH-VINCZE M.A.MANAGER, COMMUNICATIONS

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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

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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!

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COMMUNICATIONS INITIATIVES

Initiative/Item Description Status & StatsCommunications CoursePDAC 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

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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:

TONE47% POSITIVE53% NEUTRAL

TOTAL REACH3.5 MILLION

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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

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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 progressFacebook 300% growthTwitter 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

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IMPROVE DIGITAL PRESENCE

TWITTER3,550+

FACEBOOK1,150+

YOUTUBE5,000+

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ADVERTISING

OBJECTIVESREINFORCE KEY BUDGET ‘ASK’DRIVE TRAFFIC TO METC2013 THOUGHT LEADERSHIP PIECEINTRODUCE THE NEW PDAC BRAND

RESULTSPRE-BUDGET NATURAL RESOURCES EDITIONSUPPORTED ARTICLE W/ PRES. NOLANDRIVE TRAFFIC TO METC2013 TL

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COMMUNICATIONS INITIATIVES

Initiative/Item Description Status & StatsAnnual 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 MayExtremely positive feedback

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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

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IMPROVE PUBLIC COMMUNICATIONS

CORE2012/13 ANNUAL REPORT

2012 PDAC MEDIA KIT

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COMMUNICATIONS INITIATIVES

Initiative/Item Description Status & StatsNew 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

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IMPROVE DIGITAL PRESENCE

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IMPROVE DIGITAL PRESENCE

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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

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PUBLIC AFFAIRS

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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

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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

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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

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PUBLIC OPINION PROJECT PROPOSAL 1

Public Affairs CommitteeWork 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

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PUBLIC OPINION PROJECT PROPOSAL 2

Public Affairs CommitteeWork 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

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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

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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 thepositive contribution of the mining industry to various stakeholders and the public at large.

$10,000

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Initiative/Item Budget Description Fixed CostsCommunication 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 andcommunities.

none

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