探索在城市环境中获得社会许可证的意义

Lysa Morishita, D. Zyl
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引用次数: 2

摘要

矿业公司越来越多地在其项目和业务邻近的农村社区内处理可持续发展的社会问题。农村社区的参与需要大量的努力和资源,对矿业公司来说,赚取和维持社会资本可能是极具挑战性的。对农村和邻近社区参与的关注不容低估,并已为许多社区带来了重大利益。然而,对采矿项目的反对往往出现在城市环境中,在那里采矿公司可能相对容易获得社会资本。城市往往有社区参与和公众活动的现有框架,例如年度游行和节日,这使得矿业公司很容易提供财政支持或实物价值。当地组织和社区团体可以在城市环境中实现同样数量的参与,而矿业公司所需的努力要少得多。通过将简单的营销原则应用于社区参与策略,企业可以提高对其业务的认识,并鼓励城市居民批判性地思考资源的来源。与许多公司不同,矿业公司不向个人消费者营销或销售产品。由此,公司有机会利用营销推广其他积极举措,并将其品牌与积极信息联系起来,从而获得社会资本。这可能导致各种各样的次要影响,包括有利于招聘工作、增加政治支持和积极的媒体报道。本文以加拿大温哥华为例,以泰克矿业公司和黄金矿业公司为例,对这些问题进行了探讨。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring the Significance of Earning a Social License to Operate in an Urban Setting
Mining companies are increasingly approaching the social aspect of sustainable development within the rural communities that neighbour their projects and operations. Rural community engagement requires significant effort and resources, and it can be extremely challenging for mining companies to earn and sustain social capital. The focus on rural, proximal community engagement is not to be understated and has led to significant benefits in many communities. However, opposition to mining projects is often exhibited in urban environments, where there may be potential for mining companies to gain social capital with relative ease. Cities tend to have existing frameworks for community engagement and public activation, such as annual parades and festivals, that make it easy for a mining company to provide financial support or value-in-kind. Local organizations and community groups can achieve the same amount of engagement in an urban environment with significantly less effort required from the mining company. By applying simple marketing principles to community engagement strategies, corporations can increase awareness for their business and encourage city residents to think critically about the origin of resources. Unlike many corporations, mining companies are not marketing or selling products to individual consumers. From this arises the opportunity for a company to use marketing to promote other positive initiatives and, as such, connect their brand with positive messaging thus earning social capital. This may lead to a wide variety of secondary impacts including benefits to recruitment efforts, increased political support, and positive media coverage. This paper explores these matters with special reference to Vancouver, BC, Canada and the mining companies Teck and Goldcorp.
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