Case Study

Prospectors and Developers Association of Canada

The increase of PDAC exposure in the media resulted in coverage from Toronto based media, Aboriginal, national and international media.

 

Our Objective

The Prospectors and Developers Association of Canada is the leading voice of Canada’s mineral exploration and development community. The annual PDAC Convention is the world’s premier international event for the minerals and mining industry.

PDAC engaged PR Associates for media management of their PDAC Convention over a four-year-period. In addition to supporting the PDAC in its media relations activities, PR Associates was the main contact for media inquiries and requests. We managed the media registration process online and onsite, including reviewing, accrediting and confirming requests; undertook a pro-active email campaign to promote registrations and support story development; and managed the media centre, including on-site registrations, requests and interview room bookings. PDAC also engaged PR Associates to manage registration for a media reception, support the on-site registration and develop a media relations issues management plan. PR associates developed message tracks and provided media training to all of the PDAC executives prior to each year’s convention.

The goals of the media management were to increase media attendance and coverage, help raise the profile of PDAC and their important work. The focus was also to raise awareness of the exploration and development industry and the PDAC conference itself. The increase of PDAC exposure in the media resulted in coverage from Toronto based media, Aboriginal, national and international media.

Our Client’s Experience

“When the PDAC engaged PR Associates, we were struggling to attract and manage the media at our annual conference, one of the largest in Canada. With an approach rooted in strategic thinking, their team brought a sophisticated understanding of the role media plays in our organizational strategy—as well as a deep interest in and commitment to our mission.”

Salley Lawton
Director Communications, PDAC

Research & Strategy

Progress was made on several fronts in this regard. PDAC saw a significant increase in the number of registered accredited media, including several Aboriginal media, and increased coverage in national, international and online media. This was achieved in part through an email campaign conducted in conjunction with media registration and accreditation, to encourage registration and notify media about new resources such as the social media channels, mobile conference app, the media kit and the media reception.

PR Associates conducted a methodical accreditation screening process to ensure only working journalists were provided access to the media centre. Accreditation was determined by the defined criteria to ensure they were employed by credible media outlets.

PR Associates delivered on-site media support and received favourable feedback from media who attended PDAC regarding accreditation, registration and media management. The responsiveness of the PDAC communications team to media requests received by PR Associates for such things as signage, interview requests and presentations, was very helpful in managing the media centre and resulted in additional media coverage about the PDAC, the organizational initiatives and the industry priorities.

What were the primary challenges to PDAC’s external communication?

  • Timeline was short 20% 20%
  • Association preparedness 15% 15%
  • Low registered media attendance 20% 20%
  • Limited media exposure 45% 45%

Over the five-year period PDAC saw a significant increase in the number of registered accredited media, including several Aboriginal media, and increased coverage in national, international and online media.

What did PR Associates do?

registered media - the highest media attendance at PDAC to date

stories published in national media

stories generated in regional media

stories published in industry media including online trade and mainstream publications

stories published in international media

television coverage from 12; a 600% increase

regional, national and international television outlets provided coverage such as CBC, CTV, and BNN

local and regional market radio outlets provided coverage; CBC Yukon and CBL-FM

stories published and broadcast by the Indigenous media

Over the five-year period PDAC saw a significant increase in the number of registered accredited media, including several Aboriginal media, and increased coverage in national, international and online media

Media Highlights

%

Increase in accredited journalists registered for PDAC in the last year of the contract

%

Increase in online, print, radio and broadcast stories published

%

Increase in television coverage

How We Can Help

Media Relations

We are story tellers who understand the media landscape, ever-changing as it is. We offer you insight and practical tips to ensure your story still has the biggest reach and impact possible.

Strategic Communications

Communicate strategically by developing and managing purposeful communication to achieve your organizational goal rather than just distributing information.

Digital Media

Blend technology and content to build products-video, audio and software to help communicate with your target audiences so they can make sound, fact-based decisions.

Prepare to be noticed.

 
To clarify complexity, capture imaginations, shift mindsets and move markets connect with us.

Share This