Mining’s PR push
FOR DECADES, the mining industry has—deservedly or otherwise—been described to the public mind largely the same as how JRR Tolkien would have portrayed his villains: Scheming wielders of power and defilers of nature’s beauty, like bad wizards and Orcs.
Of course, mining companies would rather picture themselves as ushers of subterranean wealth if not stewards of a well-balanced environment, like Dwarves and Hobbits.
But, as some mining proponents observe, the contest is sometimes more a matter of who speaks louder or who can commandeer more cameras. Well, times have a-changed. And it took the MVP Group, with its interest in media organizations like TV5, topull it off.
TV5 started last Saturday the airing of a 12-episode series of documentaries that extol the Philippines abundant resources. The “Yaman ng Bayan” program raises the question: Why is the country poor when we are so blessed with riches from the earth, the waters and even the people themselves?
As TV5 officials have it, the program dispenses with poverty porn and, rather, digs for the viewers a wealth of knowledge and information.
Even then, given the interest behind the documentaries, it cannot be masked nor can it be denied that the aim is to paint a better picture of mining. Four of the 12 installments talk about best practices in mining, complete with real-life examples—and not just lofty ideas, mind you—from Australia, Canada andMalaysia.
The eponymous top-honcho of the group expects criticisms about using the resources of a TV network (one side of the business) to advance the interest of mining (that is, Philex Mining).
“Critics will surely say that. Alangan namang walang criticism. Ayos lang,” Manny V. Pangilinan told reporters.
Pangilinan asks, which is the greater crime—to allow mineral riches to lie fallow, or to develop these and let them bring benefit to the people? Also, he said the mining industry must communicate better and push the issue for the nation’s leaders to define their economic ideology.
Based on the excerpts shown during the launch and comments from officials, the documentaries push for a clear land-use policy based on the best potential for the land. If there are minerals underground but the land is better-suited for agriculture or tourism, then it’s not formining. And, of course, if the land is best-suited for mining, let the miners do their thing.
Surely, mining can be sexy, but will it? In any case, that is getting ahead of the game. For the moment, whatever side of the fence you are—it should be worth watching.