This document provides updates and details on communications initiatives and public affairs activities from the Prospectors & Developers Association of Canada's Public Affairs Committee. It outlines budgets, descriptions, and statuses of various projects from 2012-2013 including work with the Fraser Institute, Minalliance, developing a communications strategy, public opinion research, stakeholder engagement events, and developing case studies on corporate social responsibility and green technology. It also reviews the impacts of media relations efforts, digital presence, advocacy activities with government, and provides proposals to address outstanding budgets for public opinion research. An overview of the planned 2013-2014 work plan is also included.

1. Prospectors & Developers
Association of Canada
Public Affairs & Communications
Public Affairs Committee
Update July 19, 2013
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2. PUBLIC AFFAIRS COMMITTEE
COMMUNICATIONS INITIATIVES
PUBLIC AFFAIRS
COMMUNICATIONS ACTIVITIES
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3. PUBLIC AFFAIRS COMMITTEE - WORK PLAN 2012/13 UPDATE
COMMUNICATIONS INITIATIVES
PUBLIC AFFAIRS
COMMUNICATIONS ACTIVITIES
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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.
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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
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6. CSR/GOOD NEWS STORIES
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7. PUBLIC AFFAIRS COMMITTEE
COMMUNICATIONS INITIATIVES
PUBLIC AFFAIRS
COMMUNICATIONS ACTIVITIES
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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
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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
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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!
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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
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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
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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
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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
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15. IMPROVE DIGITAL PRESENCE
TWITTER
3,550+
FACEBOOK
1,150+
YOUTUBE
5,000+
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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
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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
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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
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19. IMPROVE PUBLIC COMMUNICATIONS
CORE
2012/13
ANNUAL REPORT
2012 PDAC
MEDIA KIT
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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
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21. IMPROVE DIGITAL PRESENCE
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22. IMPROVE DIGITAL PRESENCE
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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
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24. PUBLIC AFFAIRS
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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
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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
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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
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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
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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
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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
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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
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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
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