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.
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
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
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
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