Latest Ajax brochure hits all the key messages

ARMCHAIR MAYOR SAYS — The Ajax promotional material keeps getting better and better. The latest mailout is really very good, chock full of catch phrases.

On the front cover of a full-colour 20-page magazine-size brochure, we’re told that we’re having “A conversation led by science and informed by fact.”

That’s very strong, as messages go. It’s about science and fact. That is, it’s not about emotion and speculation. We’re just talking about possibilities.

At the bottom is the phrase, “Building on Kamloops’ rich history of mining and environmental stewardship.”

The “history of mining” is a key message in Ajax public relations. It suggests that another mine is nothing new. Mining is part of our history. So there’s nothing to worry about. It’s all good.

On page 2: “Active outdoor lifestyles have always thrived alongside mining in Kamloops.” Translation: No conflict between the Tournament Capital lifestyle and a giant open-pit mine on the city’s border.

Page 3, we’re invited again to “have a conversation based on facts.” We’re invited to join “a discussion.”

Page 4, back to “Kamloops history is grounded in mining.”

Page 5, back to science with “21^st century technology will redefine mining.”

Then we’re onto the issue of process. “A comprehensive process will leave no stone unturned.”

Then it’s back to science, with assurances about stringent controls.

Copper, it says, is critical for a renewable future. I especially like this one. A big picture of a wind turbine carries the caption, “A modern wind turbine uses more than four tons of copper.”

I’m mildly surprised job creation is left to the back pages but it is certainly there, now using the number of “500 direct jobs” and “tens of millions in tax revenue and royalties.”

Then a quick return to “Our philosophy: driven by science.”

Corporate communicators preach the value of key messages. Stick to them, and repeat them. This brochure does that well. With big headlines, beautiful pictures and not a lot of words, it gives us the key messages of science, history, jobs, and a stringent process.

It’s pretty convincing stuff. What it doesn’t do, of course, is get into the fact that the mine is just too close to town. The tie-in between copper and renewable energy is smart, but this debate isn’t about the need for copper.  Nobody’s suggesting we don’t need it. The public concern is about this specific mine, not mining in general or even copper mining.

It’s about the impact on lifestyle, and suggesting that past mining activity is anything like the magnitude and impact of Ajax doesn’t wash. It also strikes me that we’re being invited to have a conversation with Ajax about facts while, on the other hand, KGHM keeps saying we should all be patient until the studies are in.

But as a piece of marketing (by the way, the brochure is accompanied by a two-page letter from Yves Lacasse), I must grudgingly acknowledge it’s a good effort.