... In the hearts and minds
PERCEPTION is "a way of regarding, understanding, or interpreting something; a mental impression." In other words, it is how one "sees" or "understands" something. On the occasion of the 64th Annual National Mine Safety and Environment Conference (ANMSEC) of the Philippine Mine Safety and Environment Association (PMSEA), there is still so much to be done particularly as far as advocacy on responsible mining is considered. Communication has been the major challenge of the miners. 64 years of responsible mining? And yet people have the same perception of mining. So what seems to be the problem?
"Preaching to the choir" is of US origin. The expression refers to the pointlessness of a priest or preacher trying to convert those who sing gospel songs in church, since it is obvious that they share his faith and conviction. In other words, you would be wasting your time. Another way of saying preaching to the choir, is preaching to the converted.It clearly refers to the pointlessness of a preacher attempting to convert those who, by their presence in church, have already demonstrated their faith.
I remember a Mining Engineer friend of mine who had to complain in his child's school because the school was teaching their students that mining is bad. He relayed that in one activity, children were assigned to perform in a play about mother nature. Apparently, mining was highlighted as only a destroyer of the environment. Imagine if this thing happens in all schools particularly in the elementary years? Children will now have that negative perception of the industry because at an early age, they are fed the wrong information. Are the teachers and students to blame? Is the school to blame? Maybe not!
Search the internet. Type mining and you will be met with mostly negatives. Without mining and mineral products, then technology, the internet included, will not be as dynamic. Ironically, miners say it is mining that has brought technological change. However, it is the internet now that paints a very negative picture of the mining industry. Is it the failure of the internet? or is it the miners' failure to make full use of the internet and social media?
It is never too late to re-educate. It will never be a one-time deal but it should start on the right foot and be sustained. Miners can put all their money together and start a communications strategy but if the focus is not right, if the focus is "preaching to the choir," then the money and the effort goes to waste. I'm not saying that industry conferences are ineffective. They should continue with these activities to highlight best practices and document best performers. These will challenge the other members to perform at a higher level. But they should be careful not to limit the people who will be informed on these only on industry members. Hand in hand, they should also refocus their target audiences. You will be met with a multitude of "anti's" but that's part of the challenge. In fact that is the challenge!
Instead of showing best practices to their "kind" alone, they should engage the other nonmining organizations and perhaps start with responsible mining videos and material to initially give information on the true picture of responsible mining. The socio-civic organizations all over the country have regular gatherings. Why not start there? Schools should be a major focus. What is important is the miners act as one industry and not only speak individually of their own accomplishments and best practices. If four or five companies are doing good while there is one or two "pasaways," the public will still perceive that the whole industry is irresponsible. If one super passionate "environmentalist" wins a seat in congress during the next elections, the miners will have to dig their way out of the hole they may have created!