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Canada’s Mining Sector Losing the Public Relations Battle – by Stan Sudol

This article was originally published in Northern Life on April 18, 2007

Stan Sudol is a Toronto-based communications consultant, who writes extensively about mining issues.(stan.sudol@republicofmining.com)

Sector fails at communicating aboriginal and green initiatives

The mining sector is ignoring the green light at the end of the tunnel that is attached to a 100-ton locomotive driven by the environmental movement. The collision is going to be messy. It will impact the industry at a time when the voracious metal demands of China and India could bring enormous prosperity to Canada’s northern and aboriginal communities as well as impoverished countries around the world.

There is no doubt that environmental issues dominate society’s cultural and political agendas.

On the political front, the new found commitment to environmentally green initiatives by the McGuinty and Harper governments spell enormous challenges for an industry that most urbanized Canadians still feel is a major source of habitat destruction and pollution.

Mining Sins

The mining sins of the father are certainly coming back to haunt the sons. Past industry practices that were detrimental to the environment are still highlighted by the anti-mining crowd. Yet, the reality of mining in the 21st century is quite the opposite.

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Hacks, Flacks and Superstacks: Inco and the Sudbury Media in the 1970s – by Mick Lowe (Part 3 of 3)

This article (original title – Hacks, Flacks and Superstacks) was first published in the August 1976 issue of Content magazine. Mick Lowe is a well-known retired Sudbury journalist with a keen insight on labour issues. From 1975 to 1988 he worked as a freelance journalist, becoming a frequent contributor to the Globe and Mail.

In 1977 he became a staff reporter for CBC Radio News where he helped to open the network’s Northeastern Ontario News Bureau. From 1995 – 2002 Mick Lowe was a regular columnist for Northern Life.

I make a point of watching both local TV newscasts tonight. CKSO has Steelworker president Mickey Maguire on first. Shot in his office with available light, Maguire appears angry and concerned for the safety of his members at Frood. Convincing. Hoskins follows, reading the same statement I heard earlier at CHNO, relying heavily on Harvey Judges to back him up.
With his heavy beard, bad studio lighting, and rehearsed delivery, Mr. Inco presents a haggard image, remindful of the Nixon-Agnew talking heads staring hypnotically into the cameras during the 1972 U.S. presidential campaign.

On CKNC, Hoskins appears again in the studio, though with better lighting, reading the same statement. The Steelworkers have declined an opportunity to reply, but the reporter has located sources willing to give “the other side” of the story.

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Hacks, Flacks and Superstacks: Inco and the Sudbury Media in the 1970s – by Mick Lowe (Part 2 of 3)

This article (original title – Hacks, Flacks and Superstacks) was first published in the August 1976 issue of Content magazine. Mick Lowe is a well-known retired Sudbury journalist with a keen insight on labour issues. From 1975 to 1988 he worked as a freelance journalist, becoming a frequent contributor to the Globe and Mail.

In 1977 he became a staff reporter for CBC Radio News where he helped to open the network’s Northeastern Ontario News Bureau. From 1995 – 2002 Mick Lowe was a regular columnist for Northern Life.

Dropped into the safety office at the Steel Hall this afternoon. Tempers thee were high and rising over the death of James Cullen. I talked with John Higgison and Tom Gunn, the co-chairmen of the Local 6500 inquest committee. Both men really feel the rising fatality rate because theirs is the grim responsibility of investigating the accident scene, interviewing eyewitnesses, and doing what they can for the widows. (Cullen had a wife and four children.)

They show me colour Polaroid snaps of the accident. About all I can make out is the tram, a squat mining vehicle with the wheel-base of a five-ton truck, nearly buried under muck. Higgison tells me that Cullen was not crushed by the ore. He died of asphyxiation when the muck covered the back of his neck, forcing his chin against his chest and cutting off his wind. He died at the wheel of the scoop, pinned into the driver’s seat.

Higgison is shaken because a witness that he interviewed told him that Cullen was still alive after the cave-in. The witness came running when he heard the roof come down and he called out to Cullen in the darkness and the dust. Cullen revved the scoop’s engine three times to show that he was still alive. It took 10 minutes for the rescue party to clear a way into the tram. Cullen was dead when they got to him.

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Hacks, Flacks and Superstacks: Inco and the Sudbury Media in the 1970s – by Mick Lowe (Part 1 of 3)

This article (original title – Hacks, Flacks and Superstacks) was first published in the August 1976 issue of Content magazine. Mick Lowe is a well-known retired Sudbury journalist with a keen insight on labour issues. From 1975 to 1988 he worked as a freelance journalist, becoming a frequent contributor to the Globe and Mail.

In 1977 he became a staff reporter for CBC Radio News where he helped to open the network’s Northeastern Ontario News Bureau. From 1995 – 2002 Mick Lowe was a regular columnist for Northern Life.

Why, man, he doth bestride the narrow world like a Colossus; and we petty men walk under his huge legs, and peep about to find ourselves dishonorable graves. Men at some time are masters of their fates; the fault, dear Brutus, is not in our stars,but in ourselves, that we are underlings.
-Julius Caesar, Act 1, Scene 11

Sudbury, Ontario – Early on Good Friday morning, April 16, 1976, James D. Cullen was killed while working the graveyard shift at Sudbury’s Frood Mine. In itself, there was nothing unusual about Cullen’s death. He was, after all, the fifth worker to die on the job at Inco since the first of the year. But the cave-in that killed James Cullen triggered a chain of events that few could have foreseen.

The Good Friday accident, an angry union, and an alarming injury rate (3,000 reported accidents in the first half of the year) combined to touch a raw nerve somewhere in the upper regions of management at Inco, a company that is acutely sensitive to its public image, especially in Sudbury. The result was a bitter, behind-the-scenes battle for the hearts and minds of the people in this city.

 

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Barrick Target of Yellow Journalism – by Marilyn Scales

Marilyn Scales is a field editor for the Canadian Mining Journal, Canada’s first mining publication. She is one of Canada’s most senior mining commentators.

Toronto’s Barrick Gold, being the world’s biggest gold miner, is also on the receiving end of the world’s worst media abuses. “Yellow journalism” has not gone out of style, and today the Internet provides the means of spreading disinformation worldwide at speeds unheard of a century ago.

Case in point. Headline: “Deadly toxin invades Barrick’s Dominican gold mine, Thousands hospitalized.”

Those are eye-catching words, but no more accurate than the picture of artisanal miners identified as the “Barrick Gold mine in Coui, Dominican Republic” used to illustrate the article.

The article posted at www.BusinessInsider.com went on to say that over 1,000 people were felled by an unknown chemical so toxic that health care workers who attended them had to wear masks. It also reported a boiler explosion at the site that may have been the root of the problem.

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[Mining Reputation] The Ugly Canadians – Shifting Sands – Mining, the Media and Public Perception – by Vivian Danielson (1999)

Vivian Danielson is a former editor of the Northern Miner and a co-author of “Gold Today, Gone Tomorrow: Anatomy of the Bre-X Swindle (1997). The following speech was given at the Mineral Economics Society 11th Symposium on January 25, 1999.

Ten years on, Ms. Danielson’s speech is still a very thought provoking analysis of industry strengths and weaknesses and many of the issues she raises continue to haunt the mining sector.

Please note that I added the term “Ugly Canadians” to the title for Google search terms. Stan Sudol

Vivian Danielson

The mining industry entered the 20th century like a lion, welcomed for its power and strength in building this nation’s economy. Many believe it will leave this century like a lamb, perhaps even a sacrificial one, laid to rest at the altar of changing public values and perceptions.

Some tough questions were asked about mining’s future during the CIM’s 100th anniversary celebration in Montreal last May. Would there be a 200th anniversary celebration? And could mining become the buggy whip industry of the 21st century, something to be studied by bright young MBA students on how not to manage an industry? Noranda’s David Goldman, the man who asked those questions, warned delegates that the industry may have lost the patience and good-will of the public, and that, for many, miners are no longer welcome in the modern world.

The industry can argue otherwise and point to parts of this country where mining remains an economic and social cornerstone. Mining is indeed welcome in Val d’Or, Sudbury, Timmins and Thompson, and in hundreds of other mining towns across this land. It is welcome in these communities because their citizens know the industry, and the people who work in it, first-hand. Knowledge leads to understanding, and understanding leads to acceptance.

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Sudbury Dumped on the Slag Heap of History – Stan Sudol

Stan Sudol - Executive Speech Writer and Communications ConsultantThis article was originally published in the Sudbury Star –  Friday, February 6 , 2004

Sudbury should work extra hard to control its image

Ed Burtynsky is a very successful art photographer who, unfortunately for Sudbury, has become somewhat of a celebrity within the tiny Toronto media establishment. Why should the city be concerned? Mr. Burtynsky’s principal subject matter happens to be industrial environments and many of his photos were taken in the Sudbury region. In fact one particularly photo titled, Nickel Tailings #34, Sudbury, Ontario is not only on the cover of his new book, but is also being highlighted by the Art Gallery of Ontario (AGO) in their media promotions of his show.

 If you read last Saturday’s Globe and Mail, you would have seen a “full-page” advertisement for Mr. Burtynsky’s AGO show using a striking photo of a river of slag with denuded trees in the distance. The Globe and Mail is Canada’s most influential newspaper, read by the country’s corporate and political elite – the type of people who make decisions on where factories should be built and where significant government investments should be made.  

In the February issue of Toronto Life, journalist Gerald Hannon writes a lengthy profile on Ed Burtynsky’s work and eloquently describes that slag-dump photo as, “One image in particular has become almost iconic. Nickel Tailings #34, Sudbury, Ontario gives us a black and blistered landscape, a fragile line of trees huddling disconsolately in the background, the foreground dominated by a stream so crimson it is as if the earth has bled.”

Ed Burtynsky - Nickel Tailings # 34 Sudbury, Ontario

In a recent review in the Toronto Star, the country’s largest circulation paper, art critic Peter Goddard describes another Burtynksy photo titled #13, Inco Abandoned Mine Shaft, Crean Hill Mine, Sudbury, Ontario as “… that left a pool of lime-green water so toxic and yet so clear – and lovely to look at – that the vertical striations in the rock are reflected in the surface of the deadly pool.”

Taking a Beating

Sudbury’s public relations image is certainly taking a beating. In fact, many in my business might suggest that the past twenty-five years of trying to change the city’s image from a polluted, industrially ravaged moonscape into a transformed, regreened landscape has been dealt a mortal blow!

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Grasping at Lies – NGOs, Mining and the Truth – by Marilyn Scales

 Marilyn Scales is a field editor for the Canadian Mining Journal, Canada’s first mining publication. She is one of Canada’s most senior mining commentators. “A lie told often enough becomes the truth.” – Lenin Am I the only one who thinks there may be a conspiracy to defame BARRICK GOLD? The name of the Canadian …

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Mainstream Media Ignorance About Mining – Especially Waste Disposal – by Marilyn Scales

Marilyn Scales - Canadian Mining JournalMarilyn Scales is a field editor for the Canadian Mining Journal, Canada’s first mining publication. She is one of Canada’s most senior mining commentators.

I’ve let the daily press get under my skin again. Newspapers and the CBC are telling the public that mining companies are going to destroy pristine Canadian lakes by turning them into dump sites for toxic mine waste. Why does the popular press still think that everything coming from a mine operation is “toxic”? Has no one outside the mining industry ever heard of sub-aqueous deposition?

There are 16 projects for which mining companies have applied to use lakes as tailings repositories, claim the environmentalists. The list includes the following 15:

BRITISH COLUMBIA
– NORTHGATE MINERALS – Kemess North (Duncan Lake)
– SHERWOOD COPPER – Kutcho Creek (Andrea Creek)
– ADANAC MOLY – Ruby Creek (Ruby Creek)
– TASEKO MINES – Prosperity (Fish Lake)
– IMPERIAL METALS – Red Chris
– TERRANE METALS – Mount Milligan

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Why Do We Need a Mining Blog-Stan Sudol

The mining sector is a strategically vital industry, integral for the modern, prosperous lifestyles we are accustomed to in the West and for the hundreds of millions in China, India and other developing countries struggling to raise their standard of living.

Yet I still get the impression that many in the mainstream media, political circles and the general public view mining as a low-tech and polluting industry that is not welcomed in many regions.

I write a column on the mining sector examining corporate and government policies and challenges and have been continually surprised at the amount of misinformation about the industry, especially in newspapers and on television.

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