This is no small feat in the Philippines where past environmental disasters and social displacements caused by irresponsible operators have cast a long shadow. As it stands, even legally compliant mining projects can face suspension or closure due to strong public and political pressure.
The big challenge
The industry’s greatest PR hurdle is its overwhelmingly negative public perception. Decades of bad actors have cemented the narrative that mining equals destruction and disruption.
While this hard-earned focus on transparency and accountability is both necessary and just, it has also made it harder for credible operators to prove that responsible mining is possible.
Because of this strained relationship with the public, many mining companies choose to remain quiet to avoid controversy. But silence creates a vacuum, and vacuums are quickly filled with competing narratives.
The blame game
In the absence of proactive communication, mining has often been blamed for natural disasters — even when evidence points to other causes such as illegal construction in no-build zones or inadequate drainage infrastructure.
It’s myopic to view PR as mere manipulation or a way to hide problems. Effective PR is built on trust, fostered through consultations, community gatherings, and regular public updates.
‘Social license’ to operate
The “social license” to operate is backed by law. Mining firms are required to allocate 1.5 percent of their annual operating costs to community projects — covering education, health, livelihood, and infrastructure — with priorities decided by the communities themselves.
Large-scale mining companies must also post an environmental bond before operating, paired with an annual rehabilitation and decommissioning fund. This ensures mined areas are restored or developed for future use.
About trust, not spin
While investing in solid communications infrastructure may seem costly, it lays the groundwork for crisis moments and ensures responsible players can stand on equal footing with purveyors of misinformation.
The best PR strategy is not clever messaging but genuine compliance and unwavering transparency. Trust is built not by words alone, but by actions that withstand scrutiny.
Karl Ocampo is a former business journalist for the Philippine Daily Inquirer and now serves as the media and communications manager at Nickel Asia Corp.
